Shanghai Catering merchants to explore the era of personalized consumption precision marketing

December 7, hosted by the public on the 2011 Shanghai Catering Industry Summit Forum in Shanghai, from the Shanghai catering industry more than 700 business representatives from the 2012 consumer psychological needs to explore the recent years in Shanghai, Beijing, Guangzhou region of consumer psychology changes, as well as personalized consumption era of precision marketing strategy. What do consumers need in 2012? The public reviews the senior website Editor-in-Chief Yu Yu at the meeting to share the consumer in the public comments on the network presents the rich and changeable trend of consumption. In the post-bourgeois era, consumers are more seeking their own display, advocating "personality, ego" consumption concept. So far, the public comment on the number of net points reached nearly 20 million. Comments on the content of food, leisure and entertainment, marriage, parent-child and other aspects, fully embodies the consumer through the network to the expression and sharing of their own consumption behavior. In the public comments, participate in the purchase experience, sharing experience has become more and more consumers of choice, while binding micro-bo, SNS and other emerging "from the media" channels, so that they more fully realize the pursuit of self and show themselves. Marketing methods will vary according to time, and in the face of the post-bourgeois era of personalized consumers, Word-of-mouth marketing can be more from the personal needs of the resonance. In the "Win • City business Innovation" forum, from Shanghai famous catering enterprises Su Zhe yuan, Tang Palace, Jiang border town outside the Wushan grilled fish business representatives also shared their guests in the consumer psychological research and marketing strategy of successful experience. Tang Palace East China operations general manager Lin Jianxiong that Word-of-mouth marketing in its existing work has an important position. Mr. Lin said that the public comments on the consumer reviews have become the Tang Palace evaluation of the store merchants Service quality and performance assessment of an important link. In the marketing process, the public comments on the introduction of the integrated marketing model, applicable to help all stages of the merchant. For example, through keyword promotion to attract more people's attention, let consumers actively choose and download Merchant coupons, through group buying to attract consumers to shop, purchase consumption, and finally formed a good reputation, formed a complete marketing circle. According to the public comments data show that the current Shanghai area A total of nearly 160,000 merchants, including more than 50,000 gourmet shops, in addition to shopping, beauty, marriage, parents and other areas of business. The consumer industry area is more subdivided and diversified, competitive, in understanding the needs of consumers on the basis of precision and integration into the local business marketing key. Jiang border town outside the Wushan grilled fish in Shanghai, the head of Gao Junwei in the meeting to share their confidence in the consumer psychology of marketing experience. As a famous restaurant rooted in Beijing, when they first entered Shanghai, they chose to play emotional cards, "Shanghai, I came." For you I spent six years of savings, the ocean to see you. Is such a simple emotional appeal, through the public comment on the platform to seize the attention of consumers. "All single 53 percent" reviews coupons are in the opening period of time to become a lot of Shanghai Glutton the trend of word-of-mouth information. 5 months since the opening, 3180 users comments, an average of 4 stars and a halfComprehensive scoring, Jiang border town outside the Wushan grilled whole fish easily into the Shanghai cargo food list. Public comment Senior vice President Jing said: "The public reviews not only to provide consumers with urban consumption guide information, but also from the consumer footprint, comment on the sharing of information to obtain effective data, to provide more accurate integrated marketing recommendations for merchants. Today, as we face an increasingly personalized consumer, the comments of 42 million active users per month will help businesses make more accurate marketing decisions. ”