地方个体或家庭休闲中餐馆营销传播策略的定性研究

Q2 Business, Management and Accounting

Journal of International Food and Agribusiness Marketing Pub Date : 2020-06-08 DOI:10.1080/08974438.2020.1773368

Xuan Liang, Huan Chen

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引用次数: 2

摘要

摘要本研究以个体或家族休闲中餐馆的营销传播策略为研究对象，进行了定性研究。调查结果显示，个人或家庭经营的休闲中餐馆的老板高度意识到广告对其业务的重要性。他们至少采用了一种营销策略来推广他们的业务。研究发现，影响中餐馆经营者营销策略选择的因素有三个外部因素和一个内部因素。此外，中餐馆老板的个性也影响着食物和服务的质量。调查结果还表明，在新媒体上做广告对企业主来说更容易衡量其效果。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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A Qualitative Study on Local Individual- or Family-Owned Casual Chinese Restaurants Marketing Communication Strategies

Abstract A qualitative study was conducted to examine individual- or family-owned casual Chinese restaurant’s marketing communication strategies. Findings revealed that the owners of individual- or family-owned casual Chinese restaurants are highly aware of the importance of advertising for their business. They have adopted at least one marketing strategies to promote their business. Three external factors and one internal factor were found to influence those Chinese restaurant owners’ selection of marketing strategies. In addition, the Chinese restaurant owners’ personality shapes food and service quality. The findings also suggested that advertising on new media is easier for business owners to measure its effectiveness.

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来源期刊

Journal of International Food and Agribusiness Marketing Business, Management and Accounting-Business and International Management

CiteScore

4.90

自引率

0.00%

发文量

期刊介绍： The Journal of International Food & Agribusiness Marketing is a timely journal that serves as a forum for the exchange and dissemination of food and agribusiness marketing knowledge and experiences on an international scale. Designed to study the characteristics and workings of food and agribusiness marketing systems around the world, the journal critically examines marketing issues in the total food business chain prevailing in different parts of the globe by using a systems and cross-cultural/national approach to explain the many facets of food marketing in a range of socioeconomic and political systems.