作品简介
在人们生活水平日益提升的今天，整个餐饮业也面临一场大洗牌。餐饮业步入崭新的发展阶段，但总有一些传统餐饮企业由于不能适应变化而逐渐消失在大众的视野中。同时，也不乏一批新锐餐饮品牌异军突起，在市场中占据领导地位。
新时代的餐饮业如何抓住新机遇？如何做好一个餐饮企业的老板？餐饮企业应该如何更好地挖掘用户需求？餐饮企业如何让产品转化为品牌竞争……本书针对当前许多餐饮业从业者关心的问题进行了详细的分析讲解。
本书立足新餐饮的打造，以“消费升级下，品牌如何破局蜕变”为主题，提出“一个原则+四个维度”的新餐饮模式，分别从餐饮业发展现状、品牌破局关键、品牌创新、产品创新、渠道创新、营销创新，以及未来餐饮业的发展的7个方面，对新餐饮的特点进行了深入解读，是一本实用性较强的餐饮业指导性书籍。
200多家餐饮连锁品牌背后的“军师”用一本书讲透餐饮业成功的秘诀，张琼、张川、杜中兵、张彪、李学林、潘冠鹤、陈洪波、叶峰涛、谭野、联袂力荐！购书送500元伴读课程的优惠券！
史远，上海极十文化传媒有限公司创始人兼CEO。作者于名城大学毕业后，在日本创办高端药膳火锅品牌SHANGRI-LA，该品牌于2011年被日本美食杂志《TOKAI WALKER》评选为年度100名餐厅之一。2014年，作者回国后专注于大消费领域，为超过200家零售、餐饮、快消企业提供战略营销咨询服务，至今已指导超过3000家连锁门店。曾获“2019中国餐饮营销风云人物”的称号。
Introduction of works
Today, with the increasing living standards of people, the entire catering industry is also facing a big reshuffle. The catering industry has entered a new stage of development, but there are always some traditional catering enterprises that can not adapt to the changes and gradually disappear in the public's vision. At the same time, there are also a number of new restaurant brands emerging and occupying a leading position in the market.
How can the catering industry seize new opportunities in the new era? How to be the boss of a catering business? How should catering enterprises better tap the needs of users? How do catering enterprises transform products into brand competition...... This book provides a detailed analysis of the current concerns of many in the restaurant industry.
Based on the creation of new catering, with the theme of "How to break through the transformation of brands under the upgrading of consumption", the book proposes a new catering model of "one principle + four dimensions", respectively from the development status of the catering industry, the key to breaking the brand, brand innovation, product innovation, channel innovation, marketing innovation, and the future development of the catering industry from seven aspects. The characteristics of the new catering are deeply interpreted, and it is a practical guide book for the catering industry.
The "military division" behind more than 200 restaurant chain brands uses a book to explain the secret of success in the catering industry, Zhang Qiong, Zhang Chuan, Du Zhongbing, Zhang Biao, Li Xuelin, Pan Guanhe, Chen Hongbo, Ye Fengtao, Tan Ye, jointly recommend! Book purchase and free 500 yuan coupon for accompanying courses!
Shi Yuan, founder and CEO of Shanghai Jiten Culture Media Co., LTD. After graduating from Meijo University, the author founded SHANGRI-LA, a high-end medicinal food hot pot brand in Japan, which was selected as one of the 100 restaurants of the year by Japanese food magazine TOKAI WALKER in 2011. In 2014, after returning to China, the author focused on the field of large consumption, providing strategic marketing consulting services for more than 200 retail, catering and FMCG enterprises, and has guided more than 3,000 chain stores so far. He was awarded the title of "2019 Chinese Catering Marketing Man".
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