Analyzing the Popularity of Hai Di Lao through Digital Marketing Methods

Research Article
Open access

Analyzing the Popularity of Hai Di Lao through Digital Marketing Methods

Shiwen Song 1*
  • 1 King’s College London    
  • *corresponding author shiwen.song@kcl.ac.uk
Published on 10 November 2023 | https://doi.org/10.54254/2754-1169/34/20231692
AEMPS Vol.34
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-83558-089-9
ISBN (Online): 978-1-83558-090-5

Abstract

This paper examines the marketing strategy of Hai Di Lao, a successful Chinese hot pot restaurant chain that has achieved significant growth in recent years. This paper focuses on Haidilao's marketing strategies, specifically the effectiveness of social media, mobile app, and search engine marketing. The research methods used in this study include a literature review and analysis of articles related to social media and app marketing, as well as user behavior on different platforms. The paper also highlights the importance of online marketing methods, such as the use of online celebrities and incentivizing customers to leave comments and write reviews through different platforms, in addressing the shortcomings of Hai Di Lao's marketing efforts. This paper aims to investigate the shortcomings of Haidilao's marketing strategies and propose effective solutions to address these issues. This research can provide insights and suggestions for catering companies to improve their marketing methods and ultimately increase their sales. The suggestions are beneficial for Haidilao to generate brand awareness, attract new customers, and increase customer loyalty. The paper argues that Hai Di Lao can improve its marketing strategy by investing in social media and app marketing, using online celebrities, incentivizing customers to leave comments and write reviews, and tailoring marketing efforts to specific user groups. By implementing these strategies, Hai Di Lao can increase brand awareness, customer loyalty, and ultimately, sales.

Keywords:

Hi Di Lao, marketing methods, brand awareness

Song,S. (2023). Analyzing the Popularity of Hai Di Lao through Digital Marketing Methods. Advances in Economics, Management and Political Sciences,34,132-139.
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References

[1]. Guo, X., Zhai, R.: A study on the effect of Haidilao’s brand marketing strategies on brand image and loyalty. Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021). (2021).

[2]. Li, H.: Optimizing short video platform based on User Portrait Theory——take Kuaishou app as an example. 2021 International Conference on Applications and Techniques in Cyber Intelligence, pp. 180–185. (2021).

[3]. Lei, Y., Wu, J.: A system of recommendation evaluation in social e-commerce. 2021 International Conference on Education, Information Management and Service Science (EIMSS). (2021).

[4]. Jie, X.W., Liu, Y.H.: Exploring Haidilao service creativity: The perspective of Maslow's hierarchy of needs. Proceedings of the 2017 2nd International Conference on Humanities and Social Science (HSS 2017). (2017).

[5]. Liu, Z., Wan, X.: Employee potential development: Haidilao high growth enlightenment. Open Journal of Business and Management 07(03), 1173–1182 (2019).

[6]. Haidilao Homepage, https://www.haidilao.com/about/, last accessed 2023/04/14.

[7]. Kuek, T. Y., Ng, H. S., Sharma, H., Yeoh, L. K., Yuan, Y. H., Zhang, L. K., Zhang, J. H.: The impact of marketing mix on customer satisfaction in Haidilao Hotpot. Advances in Global Economics and Business Journal 3(2), 117-129(2022).

[8]. Liu, J.: Research on Haidilao service marketing strategy management. Proceedings of the 2022 2nd International Conference on Financial Management and Economic Transition (FMET 2022), pp. 607–613. (2022).

[9]. Li, J., Wang, T., Wu, H., Wu, Z., Xu, M., Zhou, J.: Demand driven store site selection via multiple spatial-temporal data. In Proceedings of the 24th ACM Sigspatial international conference on advances in geographic information systems. pp. 1-10. (2016).

[10]. Fan, M., Guo, J., Li, P., Miao, S., Sun, M., Zhu, S.: Mobius. Proceedings of the 25th ACM SIGKDD International Conference on Knowledge Discovery & Data Mining. (2019).

[11]. Chen, R., Huang, Y., Lin, J., Zhang, J.: Identifying opinion leaders in social media during brand crises: a case study on Haidilao hot pot. Review of Integrative Business and Economics Research 8(3), 24 (2019).

[12]. Liang, M., Xu, S., Wang, M.: Wechat marketing of catering industry from consumers’ perspective —taking “Haidilao” and “Little sheep” as examples. Journal of Service Science and Management 09(03), 255–262 (2016).

[13]. Liu, D., Mei, X., Xu, C.: Exploring an efficient poi recommendation model based on user characteristics and spatial-temporal factors. Mathematics 9(21), 2673 (2021).

Cite this article

Song,S. (2023). Analyzing the Popularity of Hai Di Lao through Digital Marketing Methods. Advances in Economics, Management and Political Sciences,34,132-139.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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About volume

Volume title: Proceedings of the 7th International Conference on Economic Management and Green Development

ISBN：978-1-83558-089-9(Print) / 978-1-83558-090-5(Online)
Editor：Canh Thien Dang
Conference website: https://www.icemgd.org/
Conference date: 6 August 2023
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.34
ISSN：2754-1169(Print) / 2754-1177(Online)

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References

[1]. Guo, X., Zhai, R.: A study on the effect of Haidilao’s brand marketing strategies on brand image and loyalty. Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021). (2021).

[2]. Li, H.: Optimizing short video platform based on User Portrait Theory——take Kuaishou app as an example. 2021 International Conference on Applications and Techniques in Cyber Intelligence, pp. 180–185. (2021).

[3]. Lei, Y., Wu, J.: A system of recommendation evaluation in social e-commerce. 2021 International Conference on Education, Information Management and Service Science (EIMSS). (2021).

[4]. Jie, X.W., Liu, Y.H.: Exploring Haidilao service creativity: The perspective of Maslow's hierarchy of needs. Proceedings of the 2017 2nd International Conference on Humanities and Social Science (HSS 2017). (2017).

[5]. Liu, Z., Wan, X.: Employee potential development: Haidilao high growth enlightenment. Open Journal of Business and Management 07(03), 1173–1182 (2019).

[6]. Haidilao Homepage, https://www.haidilao.com/about/, last accessed 2023/04/14.

[7]. Kuek, T. Y., Ng, H. S., Sharma, H., Yeoh, L. K., Yuan, Y. H., Zhang, L. K., Zhang, J. H.: The impact of marketing mix on customer satisfaction in Haidilao Hotpot. Advances in Global Economics and Business Journal 3(2), 117-129(2022).

[8]. Liu, J.: Research on Haidilao service marketing strategy management. Proceedings of the 2022 2nd International Conference on Financial Management and Economic Transition (FMET 2022), pp. 607–613. (2022).

[9]. Li, J., Wang, T., Wu, H., Wu, Z., Xu, M., Zhou, J.: Demand driven store site selection via multiple spatial-temporal data. In Proceedings of the 24th ACM Sigspatial international conference on advances in geographic information systems. pp. 1-10. (2016).

[10]. Fan, M., Guo, J., Li, P., Miao, S., Sun, M., Zhu, S.: Mobius. Proceedings of the 25th ACM SIGKDD International Conference on Knowledge Discovery & Data Mining. (2019).

[11]. Chen, R., Huang, Y., Lin, J., Zhang, J.: Identifying opinion leaders in social media during brand crises: a case study on Haidilao hot pot. Review of Integrative Business and Economics Research 8(3), 24 (2019).

[12]. Liang, M., Xu, S., Wang, M.: Wechat marketing of catering industry from consumers’ perspective —taking “Haidilao” and “Little sheep” as examples. Journal of Service Science and Management 09(03), 255–262 (2016).

[13]. Liu, D., Mei, X., Xu, C.: Exploring an efficient poi recommendation model based on user characteristics and spatial-temporal factors. Mathematics 9(21), 2673 (2021).

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