1. Consumer Journey: Choosing 小肥羊
Scenario 1: 要去小肥羊（必然性）
Aware •Friend and family recommendation through
word-of-mouth
•Local media advertisements 几
小
Consideration •Look up location nearby on mobile devices
•Find online coupon/groupon and other 时
related info of the restaurant 内
可
Buy •Confirm other friends
•Make a reservation from mobile device
完
成
Review & •Check-in on Foursquare
Repeat •Tweet pictures
•Write online reviews
•Like/dislike on Social network

2. Consumer Journey: Choosing 小肥羊
Scenario 2: 一群人不知去哪儿（偶然
Aware •Online ads. 性）
•Mobile ads.
•Social network Service 几
Consideration •Searching by mobile apps such as local scout
小
•Using mobile websites such as Yelp, 大众点评 时
•Find restaurants nearby
•Read recommendations and reviews online
内
•Make group decision 可
•Find online coupons/groupon 完
Buy •Make a reservation by calling or from mobile
app
成
Review & •Check-in on Foursquare
Repeat •Tweet pictures
•Write online reviews
•Like/dislike on Social network

3. Consumer Journey: Choosing 小肥羊
Scenario 3: 看见广告，有听说（潜在记忆）
Aware •Traditional ads : TV, Radio, Billboards,
magazines
• Online ads: SNS, Mobile ads, Mobile apps 几
Consideration •Read online review & consult friends on SNS
小
•Check out the price & location on mobile 时
device
•Look for online coupons or deals
内
•Compare with other options based on 可
constraints 完
Buy •Make a reservation and decide to go 成
Review & •Check-in on Foursquare
Repeat •Tweet pictures
•Write online reviews
•Like/dislike on Social network

4. Friend and family
Aware
recommendation Local media
through word-of- or advertisements
Scenario 1: 要去小肥羊（必然性）
mouth
Time Spent (entire process can be done in minutes)
Look up location
Consideration
nearby on
mobile devices
Find online
coupon/groupon and
other related info of
the restaurant
Confirm
other
friends
Buy
Make a reservation
from mobile device
•Check-in on
Review &
Foursquare
•Tweet pictures
Repeat
•Write online
reviews
•Like/dislike on
Social network

5. Scenario 2: 如有人要吃火锅（半必然性）
Local Media
Aware ads
Online ads
Time Spent (entire process can be done in minutes)
Group decision
on category of
food
Decision
Consideration
made on
hot pot
Mobile search
nearby hotpot
options
Look up reviews
and coupons
Decide on which
one to go
Make a
Buy
reservation by
calling or from
mobile app
•Check-in on
Review &
Foursquare
•Tweet pictures
Repeat
•Write online
reviews
•Like/dislike on
Social network

6. Scenario 3: 一群人不知去哪儿（偶然性） Social
Aware
Online Ads or Mobile Ads or Network
Service
Time Spent (entire process can be done in minutes)
Searching by mobile
apps
Using mobile websites
Consideration
Find Find
restaurants popular
nearby restaurants
1 2
Read Compare
recommendati distance &
ons and price
reviews online
Make group
decision
Find online
coupons/groupon
Make a
reservation
Buy
by calling or
from mobile
app
•Check-in on
Review &
Foursquare
•Tweet pictures
Repeat
•Write online
reviews
•Like/dislike on
Social network

7. Scenario 4: 看见广告，有听说（潜在记忆 Friend and family
Aware
Online Ads: SNS,
Traditional Ads: recommendation
mobile ads, mobile
TV, Radio, Magazines or apps
or through word-of-
mouth
Time Spent (entire process can be done in minutes)
Read online
review &
consult friends
on SNS
Consideration
Check out the
price & location
on mobile
device
Look for online coupons
or deals
Compare with other options based on constraints
Make a reservation
Buy
and decide to go
•Check-in on
Foursquare
Review &
•Tweet pictures
•Write online
reviews
Repeat
•Like/dislike on
Social network