DIGITAL MARKETING OF RESTAURANT BUSINESS ENTITIES
DOI:
https://doi.org/10.32689/2523-4536/61-5Keywords:
digitalization, marketing, digital marketing, restaurant, efficiencyAbstract
The development of digital technologies significantly affects all spheres of society; the restaurant business is no exception. The digitalization of restaurant businesses is also linked to the need to respond to consumer demands. Therefore, the marketing activities of a modern restaurant must be based on digital technology. The purpose of the work is to substantiate the need, directions and mechanisms for the use of digital marketing of the restaurant. Based on the methods of theoretical generalization and systematization, the evolutionary stages of marketing development are determined and emphasis is placed on “Marketing 4.0”, which embodies its digitalization. The essence of digital marketing in the system of management of marketing activity of restaurant business subjects is revealed. Taking into account the specifics of the restaurant business, a synthesis of the concepts of digital marketing and value-oriented marketing is proposed. The use of digital marketing tools in combination with value-oriented principles will increase the positive impact on real and potential consumers, which will ultimately help increase business efficiency. The practical value of the work relates to the introduction of restaurant establishments of the conceptual foundations of the formation of value-oriented digital marketing in the management system of marketing activities of restaurant business entities. To this end, groups of stakeholders and the main business processes of digital marketing of restaurant businesses have been identified, as well as key indicators and the process of measuring the effectiveness of restaurant marketing management, taking into account digital technologies. Based on the generalization of the experience of certain restaurant business entities in the Ukrainian market, the advantages, disadvantages and problems of using digital marketing of restaurant business entities are summarized. Given the dynamic development of social processes and digital technologies, the problems of digital marketing of restaurants require further monitoring and consistent comprehensive and systematic research.
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