塔斯汀的口碑营销研究

Research on Tastien’s Word of Mouth Marketing

摘要: 近年来，塔斯汀推出“中国汉堡”全新产品，打造了适合中国消费者的中式汉堡，赢得了大众的好评，短短时间内塔斯汀在全国各地迅速地发展起来，塔斯汀逐渐赢得良好的口碑。随着塔斯汀的扩张，部分门店出现了产品质量问题，同时，越来越多同质化产品进入市场。塔斯汀要维持竞争的地位，就不得不提高品牌口碑。本文通过利用5T理论分析塔斯汀的口碑营销，发现塔斯汀口碑营销的不足，并提出问题和改进策略，优化塔斯汀的口碑营销，这不仅有利于塔斯汀的发展，也为类似于塔斯汀的快餐行业的发展提供方向。

Abstract: In recent years, Tastien has launched a new product, “Chinese Hamburg”, creating a Chinese-style burger suitable for Chinese consumers and winning praise from the public. In a short period of time, Tastien has developed rapidly across the country and gradually gained a good reputation. With the expansion of Tastin, some stores have experienced product quality problems, while more and more homogenized products enter the market. Tastien has to improve its brand reputation in order to maintain its competitive position. This article analyzes Tastin’s word-of-mouth marketing using the 5T theory, finds the shortcomings of Tastien’s word-of-mouth marketing, and proposes problems and improvement strategies to optimize Tastin’s word-of-mouth marketing. This will not only benefit the development of Tastien, but also provide direction for the development of fast food industries similar to Tastien.