一、盲目?jī)r(jià)格營(yíng)銷的致命陷阱

1、 The fatal trap of blind price marketing

價(jià)格營(yíng)銷本是餐飲行業(yè)常見的促銷手段，但許多包子店經(jīng)營(yíng)者卻陷入了盲目降價(jià)的誤區(qū)。在開業(yè)促銷、節(jié)假日活動(dòng)等特定時(shí)期，適度的價(jià)格優(yōu)惠確實(shí)能帶來(lái)良好的營(yíng)銷效果。問(wèn)題在于，不少店主將降價(jià)作為常態(tài)化的競(jìng)爭(zhēng)手段，在沒有充分市場(chǎng)調(diào)研的情況下就貿(mào)然開展價(jià)格戰(zhàn)。這種飲鴆止渴的做法會(huì)導(dǎo)致雙重惡果：一方面使店鋪陷入"降價(jià)-降質(zhì)-客源流失-再降價(jià)"的惡性循環(huán)；另一方面嚴(yán)重?fù)p害品牌形象，讓消費(fèi)者將店鋪與"低端廉價(jià)"劃上等號(hào)。更危險(xiǎn)的是，當(dāng)降價(jià)成為習(xí)慣后，想要恢復(fù)原有價(jià)格體系將會(huì)異常困難。

Price marketing is a common promotional method in the catering industry, but many baozi shop operators have fallen into the trap of blindly lowering prices. Moderate price discounts can indeed bring good marketing effects during specific periods such as opening promotions and holiday events. The problem is that many shop owners use price reductions as a normalized competitive tool and engage in price wars without sufficient market research. This practice of drinking poison to quench thirst will lead to dual consequences: on the one hand, it will trap the store in a vicious cycle of "price reduction - quality reduction - customer loss - further price reduction"; On the other hand, it seriously damages the brand image, causing consumers to equate the store with "low-end cheap". Even more dangerous is that once price reductions become a habit, it will be extremely difficult to restore the original price system.

二、產(chǎn)品質(zhì)量與服務(wù)縮水的連鎖反應(yīng)

2、 The chain reaction of product quality and service shrinkage

價(jià)格戰(zhàn)的直接后果往往體現(xiàn)在產(chǎn)品質(zhì)量和服務(wù)水平的下降上。具體表現(xiàn)為：

The direct consequences of price wars often manifest in a decline in product quality and service levels. Specifically manifested as:

產(chǎn)品方面：減少餡料配比、縮小包子個(gè)頭、改用廉價(jià)原料等。比如將鮮肉包子的肉餡比例從30%降至20%，或者用凍肉替代新鮮豬肉。

In terms of products, reducing the filling ratio, shrinking the size of buns, and using cheaper raw materials. For example, reducing the meat filling ratio of fresh meat buns from 30% to 20%, or replacing fresh pork with frozen meat.

服務(wù)方面：縮短營(yíng)業(yè)時(shí)間、降低衛(wèi)生標(biāo)準(zhǔn)、簡(jiǎn)化服務(wù)流程等。這些做法看似暫時(shí)保住了利潤(rùn)空間，實(shí)則埋下了更大隱患。

In terms of service: shortening business hours, lowering hygiene standards, simplifying service processes, etc. These practices may seem to temporarily preserve profit margins, but in reality, they have planted even greater hidden dangers.

最敏感的永遠(yuǎn)是老顧客群體，他們最能察覺產(chǎn)品的細(xì)微變化。當(dāng)發(fā)現(xiàn)包子變小變味后，這部分核心客群的流失速度往往超乎想象。數(shù)據(jù)顯示，一個(gè)不滿意的老顧客會(huì)影響8-10位潛在顧客的就餐選擇。若疊加服務(wù)質(zhì)量的下降，很快就會(huì)形成"產(chǎn)品差-服務(wù)差-口碑差"的死亡螺旋。

The most sensitive group is always the loyal customer group, who can most perceive subtle changes in the product. When the baozi becomes smaller and more flavorful, the rate of loss for this core customer group is often beyond imagination. Data shows that an dissatisfied loyal customer can affect the dining choices of 8-10 potential customers. If the decline in service quality is combined, it will soon form a death spiral of "poor product service poor reputation".

三、盲目跟風(fēng)模仿的發(fā)展困局

3、 The development dilemma of blindly following the trend and imitating

行業(yè)跟風(fēng)現(xiàn)象主要體現(xiàn)在三個(gè)維度：

The phenomenon of following the trend in the industry is mainly reflected in three dimensions:

產(chǎn)品跟風(fēng)：盲目復(fù)制網(wǎng)紅產(chǎn)品，如不顧自身?xiàng)l件硬推"龍蝦包子"等獵奇單品。

Product conformity: blindly copying internet famous products, such as blindly promoting novelty items like "lobster buns" regardless of one's own conditions.

裝修跟風(fēng)：照搬連鎖店的豪華裝修，導(dǎo)致投入產(chǎn)出嚴(yán)重失衡。

Following the trend of decoration: blindly copying the luxurious decoration of chain stores, resulting in a serious imbalance between input and output.

營(yíng)銷跟風(fēng)：簡(jiǎn)單模仿促銷活動(dòng)，不考慮目標(biāo)客群的實(shí)際需求

Marketing following the trend: simply imitating promotional activities without considering the actual needs of the target customer group

但是加盟包子店這些問(wèn)題會(huì)有相應(yīng)的解決方法，希望大家可以多思考思考，能夠長(zhǎng)遠(yuǎn)的走下去。

But there will be corresponding solutions to these problems when joining a baozi shop. I hope everyone can think more and continue to do so in the long run.

本文由天方包子加盟友情奉獻(xiàn).更多有關(guān)的知識(shí)請(qǐng)點(diǎn)擊:http://www.fitnesstools.cn我們將會(huì)對(duì)您提出的疑問(wèn)進(jìn)行詳細(xì)的解答，歡迎您登錄網(wǎng)站留言.

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