The Development of an E-marketing Model for Junzhiwei Chinese Local Chain Restaurant

Abstract

The catering industry in China is one of the most important industries that drives the Chinese economy in this age. With the rapid development of the Chinese society and the popularization of Internet technology, the competition in the catering market is becoming increasingly cruel. In order to occupy a place in this highly competitive market, Chinese local chain restaurants should pay attention to the development of E-marketing. Chinese local chain restaurants also have problems in this regard, such as limited E-marketing types, lack of E-marketing related skills and talents and managers having low awareness of E-marketing. The objective of this research is to analyze the SWOT of Junzhiwei Restaurant in regards to E-marketing and to develop a possible E-marketing model for Junzhiwei Restaurant. This study utilizes qualitative research method. As per our case study, Junzhiwei restaurant uses the SWOT analysis model to carefully analyze its strengths, weaknesses, opportunities and threats. Then, through in-depth interviews 13 employees and assisted by observation method to further assist in problem identification in the development of E-marketing of Chinese local chain restaurants. Then, this study will use a combination of in-depth interview method and observation method for triangulation, thus ensuring the reliability of this study. Moreover, the validity of this study is ensured through qualitative research validity detection steps and triangulation. Lastly, this study ensures that the privacy of the interviewer will not be violated and that the interview will not disclose any private information of any entity. As a guarantee, the research approved by ethical committee of Huachiew Chalermprakiet University.