2 1 century is the century of training bosses. It has become the dream of many people to open an Internet cafe and be their own boss. However, how to open an Internet cafe? It can't be finished in a short time, there is a lot of learning. Unfortunately, at present, the operation of many small and medium-sized Internet cafes is still in the primary stage of copying and imitating, lacking the flexibility and innovative consciousness of operation, and the operating effect has not reached the best state. Opening an Internet cafe needs to be studied and discussed. We put forward eight suggestions for Internet cafes for your reference.
First, the location of Internet cafes is very important.
Do a full investigation before opening an internet cafe. No investigation, no right to speak. The population where the Internet cafe is located, the nature of the units gathered nearby, the nature of work, the consumption capacity and habits of the area where it is located, and whether there are similar Internet cafes. If so, it is necessary to examine the professional quality. The deeper you know about the target groups, the more you can target their needs and preferences when positioning Internet cafes. Don't take over the transferred internet cafe easily. Careful observation at ordinary times, sometimes you will find that some internet cafes often write the word transfer, and the boss has changed one after another, indicating that he has not made any money. On the contrary, some Internet cafes have not changed for several years, indicating that Internet cafes have business to do and money to earn, and the choice is correct. Generally speaking, the market survey before the opening of Internet cafes includes the following aspects:
1. What's the surrounding environment of the Internet cafe?
A good environment has two meanings. One meaning refers to the environmental conditions around internet cafes. Another meaning refers to the prosperity of the location of Internet cafes. Generally speaking, if an Internet cafe is located near a station, a densely populated area in a business district, or a street where universities or peers are concentrated, the environment for opening an Internet cafe should be very advantageous. In addition, the location of the fork road and the corner is good, but the location on the slope, remote corner and high-rise building is not good.
2. Are the conditions convenient?
Whether it is convenient for customers to park after arriving at the Internet cafe; Is it convenient to go to the Internet cafe by bus from other places? Whether the traffic conditions are convenient or not has a great influence on the attendance rate of Internet cafes.
3. Are the facilities beneficial to Internet cafes?
Although some internet cafes are located beside the main roads in the city, the fences on both sides of the main roads have greatly affected the business. Therefore, we should pay full attention to this point when choosing street pavement. How to choose? There are two typical streets: one is that there are only lanes and sidewalks, and vehicles are driving on the road, so the line of sight can naturally sweep the sidewalks on both sides of the street; Pedestrians walk in the street and naturally enter the Internet cafe. But if the street is more than 30 meters wide, it is sometimes unpopular. According to investigation and study, the street is 25 meters wide, which is the easiest to form popularity and passenger flow. Another typical street: lanes, bicycles and sidewalks are separated. In fact, this is a closed traffic, and it is not good to choose this location to open an Internet cafe.
4. Population situation of service area
Generally speaking, the more people near the place where Internet cafes are opened, the denser the better. At present, many large and medium-sized cities are relatively concentrated in various regions, such as commercial areas, tourist areas and university areas. We should pay attention to analyzing this situation when opening Internet cafes in different areas.
5. Standard customer income level
Opening business internet cafes and high-end leisure internet cafes in areas where the rich gather is a feature of high income of target customers. All kinds of commercial villas or graded communities built around the city are places where rich people gather.
There are many factors that affect the location of internet cafes, and they vary widely. Why is the business of Internet cafes in some remote small streets booming every year, while the business of Internet cafes in some prosperous areas is struggling? This is a philosophical saying: analyze the specific situation. A good position circle is relative, not absolute. The quality of business depends not only on the location of Internet cafes, but also on the content, mode, service, image and marketing of Internet cafes.
The decoration of Internet cafes is also very important.
Second, consolidate the operating foundation of Internet cafes.
The foundation of Internet cafe management can be summarized as "one center" and "two basic points".
1, "One Center" operated by the bar
The center of Internet cafes' operation is the market and the target customers. Internet cafes must attach importance to the market, be market-oriented, and work around the market. Internet cafes take the market as the center, that is, to follow the market rules, do a good job in market research and understand the market demand. They should not rely on subjective speculation to operate, but should adjust their business strategies in time with market changes and carry out the business activities of Internet cafes purposefully.
2. The "two basic points" of bar operation
Competition in the Internet cafe industry is sometimes cruel. If Internet cafes want to win in the fierce competition, they must first practice their internal strength, manage and coordinate their internal work, so as to enhance their operational strength and remain invincible in the unpredictable market. To do this, we must work hard to cultivate and bring up high-quality employees and establish a correct business philosophy. These are two basic points in the operation of Internet cafes.
Internet cafes are fashionable and avant-garde, with certain technical content, and the contact between netizens and employees who provide services is multifaceted and extensive. Without first-class employees, there is no first-class service; Without satisfied employees, there will be no satisfied guests. Employees are the most valuable wealth and resources of Internet cafes. Cultivating and bringing up a staff with good quality, rich knowledge, skilled skills, standardized etiquette, honest business ethics and enthusiastic working attitude is the most fundamental work of Internet cafe management.
Internet cafe is a new information service industry, and the service should be customer-oriented, so that customers can feel at home when they come to the Internet cafe. To do this, we must fully implement the business philosophy of "guests first" in Internet cafes, establish the working concept of "making customers' satisfaction the first responsibility", consider and serve customers in an all-round way, and lay a good business foundation in ideological construction.
Third, the operation of Internet cafes should be innovative.
The more the society develops and the market is subdivided, the more specialized the operation of Internet cafes should be. In recent years, the phenomenon of similarity, similarity and similarity in internet cafes' business projects is more prominent, which leads to intensified competition in internet cafes, rising costs and declining benefits. The diversification of consumer demand requires that the services provided by Internet cafes must also be diversified. The hardware facilities of Internet cafes should not be configured with luxury, style and height blindly, but should try to design their own different styles, tastes, atmosphere and cultural characteristics on the basis of limited investment. Internet cafe software facilities should also be "new, three-oriented" (personalized, characteristic and visual) on the basis of "three-oriented" (standardization, standardization and programming). Internet cafes will be ruthlessly eliminated by the market if they do not carry out this kind of innovation and transformation work.
The innovation of internet cafes should be carried out according to the requirements of customers, fully solicit customers' opinions and listen to various reflections. For old customers, we should actively seek improvement opinions and improve our work in time, so that old customers can constantly feel new services and changes and enhance their loyalty to Internet cafes. For new customers, it is necessary to strengthen the publicity of the service characteristics of Internet cafes and highlight the differences with other Internet cafes. To retain customers, the service of Internet cafes must be changed, innovated and broken through. If internet cafes want to show their uniqueness, the easiest breakthrough is culture. Internet cafes can highlight their own characteristics in housing modeling, interior decoration, clothing for service personnel, service forms, background music and theme activities, so as to attract customers to choose their own Internet cafes for consumption.
Fourth, do a good job in internal marketing of Internet cafes.
The internal marketing of Internet cafes is the promotion of all employees in Internet cafes, the continuation and extension of Internet cafe marketing, and the best form to save marketing costs. First of all, internal promotion is aimed at the promotion of customers or old customers who have already consumed online. Stabilizing existing customers means stabilizing existing market share. Secondly, internal promotion does not need full-time staff, which is easier and more convenient than external promotion activities. Everyone can participate from the CEO to the webmaster, from the front desk to the background, and all Internet cafes are voluntary salesmen. As long as the enthusiasm and initiative of all employees are mobilized and some methods and skills are properly mastered, Internet cafes will form a strong internal sales force. Secondly, internal promotion does not require special funds. Unlike advertising and public relations, we don't need special funds, but at the same time we lose no time to properly publicize the culture of Internet cafes to our guests, just by changing more flexible methods, language skills and forms. This is the lowest cost and the fastest way to promote sales. In addition, internal promotion is not subject to any restrictions, and it can be initiated anytime and anywhere during the service process, which is very convenient. Therefore, internal promotion is a very effective marketing. It is an extension of external promotion.
The guarantee of internal promotion is the quality of service. Only high-quality service will satisfy guests, and they will be willing to accept the induction of internal promotion, increase consumption and spend again. In addition, establishing and perfecting an incentive internal promotion mechanism is the institutional guarantee for doing internal promotion well and establishing the marketing awareness of all employees.
Verb (abbreviation of verb) takes the opportunity to carry out business promotion activities.
Business promotion is a series of encouraging measures taken by internet cafes to become famous and attract tourists. Internet cafes often attract the attention of netizens through certain activities in order to stabilize customers and promote them. This changed activity form is suitable for short-term thematic recommendation in a specific period or task, with the purpose of strongly stimulating market demand in a short time and achieving publicity effect quickly. The business promotion forms of Internet cafes include various celebrations, festival promotions, game competitions, cultural performances and exhibitions. Through this activity, Internet cafes have gained benefits, displayed their image and expanded their influence. For example, in recent years, some chain Internet cafes hold colorful holiday parties every Christmas and Mid-Autumn Festival, and take the opportunity to launch holiday surfing leisure products, which have produced a sensational effect every time, aroused good market response and achieved rich economic benefits.
Six, the scientific use of propaganda means
Internet cafes need publicity to attract customers' consumption, but the choice of publicity media must be carefully considered. In today's information age, the media are diversified, and different media have different audiences and radiation ranges. Television, radio, newspapers, magazines, business letters, promotional materials, outdoor advertisements, mobile traffic advertisements and many other media and publicity channels often make it difficult for Internet cafes to choose and be at a loss. Through investigation, it is not difficult to find that although some Internet cafes also appear in some media advertisements, the real effect is not ideal. The reason is that the target customers of internet cafes are generally scattered, while the audience of the media is relatively concentrated, which is like fishing with a net on the surface of the sparse fish in Huguang, which is laborious and thankless. For the publicity covering the whole market, Internet cafes should promote themselves by making news, such as trying to attract celebrities to spend money in Internet cafes, holding activities with great social repercussions, making frequent appearances in the media, and expanding the influence of Internet cafes with the help of news propaganda. Or according to the mainstream customers of Internet cafes entering relevant areas, such as universities, stations, streets, etc., outdoor advertisements are set up, and letters, souvenirs and promotional materials are distributed to old customers and potential customers for door-to-door publicity, and better results are obtained.
Seven, the use of brand marketing strategy
Brand is an important intangible asset of Internet cafes, which has great economic value. Brand marketing is a very effective marketing method. With the increasing diversification and personalization of consumer consumption, the role of brands is becoming more and more important. The establishment of the brand of Internet cafes can trigger customers' consumption preferences, establish customers' friendly feelings, and enhance consumers' sense of identity and loyalty to the brand, thus achieving marketing purposes. Internet cafe brands let customers know and distinguish themselves from other Internet cafes through their names, logos and logos.
The establishment of the brand of Internet cafes is based on the quality of service. Internet access in Internet cafes is an intangible product with service as its main content. It cannot be touched or consumed, and it relies heavily on consumers' prior perception of its quality. The quality reflected by the brand of Internet cafes is mainly conveyed to customers through the appearance characteristics of Internet cafes, which are embodied in the aspects of price, the appearance of service personnel in Internet cafes, the appearance of buildings and so on, which can obviously leave a first impression on customers. Image enhancement and distinctive appearance are particularly important for building famous brands of Internet cafes, and chain Internet cafes pay special attention to this aspect. However, the formation of well-known Internet cafe brands is not achieved overnight, but through long-term scientific management and unremitting marketing efforts of Internet cafes. Brand marketing itself is the process of creating famous brands. The purpose of brand marketing is to constantly improve the brand and form a famous brand. At present, the importance of famous brands has been recognized by more and more Internet cafes. Internet cafes can use well-known brands to extend their products and penetrate the market.
Eight, pay attention to the relationship marketing of Internet cafes.
Relationship marketing is aimed at key customers. The purpose of relationship marketing in Internet cafes is to improve the loyalty of regular customers and consolidate market share. The commonly used methods in relationship marketing of Internet cafes are: discount for frequent customers, membership system, etc. Personalized service experience will leave a deep impression on guests. In the relationship marketing of Internet cafes, it is extremely important to collect information related to customers. In order to provide them with personalized services, Internet cafes collect personal data of some high-end (business) guests through various information channels to accurately understand their online and game hobbies. When they come to the Internet cafe next time, the registration time can be shortened, the service staff can properly solve the problem, and guide the guests to use their "special" computers directly. All the services meet the requirements of these customers, such as the comfort of seats and the internal layout of private rooms, timely connecting long-distance calls and providing business support, which all meet their personalized requirements. Many customers have this potential need to establish friendly relations with Internet cafes. They hope to get personalized service from Internet cafes for a long time, and hope that service personnel will be familiar with them, care about them, take the initiative to contact them and provide them with quality services.
Most customers are willing to establish friendly relations with Internet cafes and express their opinions on the work of Internet cafes. Internet cafes regularly contact customers to understand their opinions and suggestions on service work, which will make them feel that Internet cafes are a member of their own networks and have a sense of closeness. When they need to spend money in them, they will subconsciously choose Internet cafes. The initiative of Internet cafes in relationship marketing is very important. If customers take the initiative to contact Internet cafes every time they consume, thinking that they have no special relationship with Internet cafes, relationship marketing will not achieve the desired results.
The loyalty of customers to internet cafes is rewarding. Rewarding old customers is a form of reward. At present, many Internet cafes have launched "reward programs" to reward regular customers in the form of free Internet access, free drinks and preferential prices, hoping to cultivate loyal customers in this Internet cafe. Rewards can take many forms, such as working out a reward plan jointly with game companies and other internet cafes to benefit from the same operation. The incentive plan is not valid for all customers. For senior business guests, more attention is paid to the service facilities, service attitude and service quality of Internet cafes. In addition, the reward plan is easy to be imitated by competitors. When competitors take similar measures, the impact of incentive plan on customer loyalty will be greatly reduced. Therefore, the reward plan can exchange some customer loyalty, but it can't really create loyal customers. Internet cafes should make more efforts in service quality and management mode while carrying out relationship marketing, so as to achieve real results.