從零開始做新餐飲

第1 章 快速入門：互聯網下的餐飲新思維 ···························································· 1
1.1 現狀解讀：餐飲市場的發展分析 ······························································ 2
1.1.1 四大趨勢，抓住餐飲發展的機遇 ····················································· 2
1.1.2 三大定位，找到品牌轉型的方向 ····················································· 5
1.1.3 3 點切入，解析品牌競爭差異化 ······················································ 6
1.1.4 微信支付，打造線上餐飲的標配 ····················································· 8
1.2 運營模式：餐飲行業的經營之道 ······························································ 9
1.2.1 資訊整合，建立全方位餐飲資訊網 ················································· 10
1.2.2 模式優化，打造高品質商家服務鏈 ················································· 14
1.2.3 配送服務，成就高人氣網紅店推手 ················································· 15
1.2.4 自主經營，提升個性化品牌影響力 ················································· 16
1.3 快速開店：門店選址與取名技巧 ····························································· 18
1.3.1 選址分析，找准最具優勢的餐飲旺鋪 ·············································· 18
1.3.2 經驗借鑒，解密餐飲企業的選址技巧 ·············································· 22
1.3.3 租賃要點，提煉省錢省心的租借乾貨 ·············································· 26
1.3.4 註冊流程，新開店鋪必不可少的環節 ·············································· 28
1.3.5 店名定制，打造特色的餐飲品牌 ···················································· 30
1.3.6 取名技巧，凸顯產品特色的店名 ···················································· 33
第2 章 設計：吸引用戶眼球增加轉化 ································································ 35
2.1 餐飲品牌：佔領使用者心智的符號 ····························································· 36
2.1.1 Logo 設計，推送餐飲品牌的廣告 ··················································· 36
2.1.2 宣傳口號，打開客戶心門的鑰匙 ···················································· 39
2.1.3 色彩設計，凸顯餐飲品牌的符號 ···················································· 42
2.1.4 字體設計，增強品牌辨識度的圖注 ················································· 44
2.1.5 包裝設計，提升品牌認知度的標識 ················································· 46
2.2 餐飲店鋪：輕鬆打造五星好評店鋪 ·························································· 47
2.2.1 店鋪首頁，明確商家運營思路 ······················································· 48
2.2.2 店鋪風格，滿足用戶內在需求 ······················································· 50
2.2.3 商鋪分類，梳理店鋪多條產品線 ···················································· 51
2.2.4 商品圖片，呈現最佳視覺效果 ······················································· 55
2.3 餐飲產品：決定成交的關鍵所在 ····························································· 57
2.3.1 餐飲描述，刺激顧客味蕾的重要手段 ·············································· 57
2.3.2 後期修圖，凸顯商品色香的主要技巧 ·············································· 59
2.4 餐飲文案：設計完美視覺化文案 ····························································· 61
2.4.1 促銷文案，有衝擊力更體現出緊迫感 ·············································· 61
2.4.2 活動文案，善用一句話表達核心內容 ·············································· 63
2.4.3 新品文案，抓對商品賣點與打造賣點 ·············································· 67
第3 章 爆品打造：需求、痛點與創新結合 ·························································· 69
3.1 製造爆品：找准餐飲客戶群體 ································································ 70
3.1.1 目標定位，找准你的服務物件 ······················································· 70
3.1.2 需求定位，打造多重產品賣點 ······················································· 74
3.1.3 痛點定位，“粉絲”轉化的第一要素 ·············································· 76
3.1.4 高性價比，奠定無可替代的地位 ···················································· 77
3.1.5 餐飲名號，打造專屬的個性品牌 ···················································· 79
3.1.6 產品優勢，提供滿意的消費體驗 ···················································· 82
3.2 創新爆品：打破常規的餐飲產品 ····························································· 84
3.2.1 經驗吸取，從失敗中獲取新創意 ···················································· 85
3.2.2 餐飲創新，始于管理者解放想像 ···················································· 86
3.2.3 顛覆傳統，打破餐飲行業舊思維 ···················································· 88
3.2.4 行銷創新，實現餐飲行業新局面 ···················································· 89
3.2.5 技術創新，創造餐飲發展新契機 ···················································· 91
3.3 成就爆品：極致體驗與餐飲品質 ····························································· 93
3.3.1 爆品推送，打造優質產品極致體驗 ················································· 93
3.3.2 品質保證，實現餐飲產品高質服務
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