海底捞线上营销策略创新与挑战应对研究
Research on Innovation and Challenges in Haidilao’s Online Marketing Strategy

本研究分析了海底捞的线上营销策略及其面临的挑战与应对措施。通过深入探讨海底捞的品牌定位、市场环境以及线上营销渠道的构建，本文揭示了海底捞如何在竞争激烈的餐饮行业中通过创新的社交媒体营销、大数据与人工智能技术、线上线下融合以及个性化定制来提升品牌影响力。研究还深入分析了海底捞在线上营销过程中遇到的市场竞争压力、技术难题、品牌形象与线上体验的矛盾以及资源管理问题，提出了相应的应对策略。本文为海底捞及其他餐饮企业在面对类似挑战时提供了重要的启示和参考。
This study analyzes the online marketing strategies of Haidilao, along with the challenges it faces and the corresponding countermeasures. By delving into Haidilao’s brand positioning, market environment, and the construction of its online marketing channels, this paper reveals how Haidilao enhances its brand influence in the highly competitive catering industry through innovative social media marketing, big data and artificial intelligence technologies, online-to-offline integration, and personalized customization. The research also thoroughly examines the challenges Haidilao encounters in its online marketing efforts, including market competition pressures, technical difficulties, the conflict between brand image and online experience, and resource management issues, proposing corresponding strategies to address these challenges. This paper provides significant insights and references for Haidilao and other catering enterprises facing similar challenges.