Abstract:
China's catering industry is one of the most important industries driving China's economy in this era. With the rapid development of Chinese society and the popularization of Internet technology, the competition in the catering market has become increasingly cruel. To occupy a place in this fiercely competitive catering market, e-marketing is more and more favored by catering companies and has become a powerful tool to enhance their competitiveness. However, there are also various problems in the construction of e-marketing for local Chinese restaurant chains. To address these issues, the research objectives of this study are to identify the strength,weaknesses, opportunities, and threats of Junzhiwei Restaurant regarding E-marketing and to develop a possible E-marketing model for Junzhiwei Restaurant. This study adopts a qualitative research method and takes Junzhiwei Restaurant as a case study. Carefully analyze its strengths, weaknesses, opportunities, and threats. Then, throughin-depth interviews with restaurant managers, supplemented by indirect observation methods, it further assists the identification of problems in the development of emarketing of local chain restaurants in China. Then, this study will use a combination of in-depth interviews and observation methods for triangulation to ensure the reliability of this study. In addition, the validity of this study was ensured through qualitative research validity detection steps and triangulation. Finally, a model forJunzhiwei restaurant to develop E-marketing is developed from the perspective of customer purchase decisions.
