Research On Marketing Strategy For Service Area Restaurant Of Zhejiang Transportation Group Development Company

Service area is an important part of the expressway and an important place toprovide services for the driver and passenger, as well as an important embodiment ofexpressway operating company’s service quality and service ability. The restaurantbusiness development of service area is becoming the focus of attention. Thecompetition of the development throughout the entire social catering industry hasalways been very fierce, the service area restaurant business mains vulnerable tovarious challenges though it appears to be in relatively stable monopoly environment.So the company’s service area restaurant business also needs to pay further attentionto marketing strategy.This paper takes the restaurants of Zhejiang Transportation Group DevelopmentCompany’s service area as the research object. First, the relevant theory is reviewed.Secondly, it determines the realistic basis for the future development of the businessbased on a detailed analysis on the development external environment and internalenvironment of service area restaurant. Then, it discusses the advantages anddisadvantages of the internal conditions and external opportunities and threats usingSWOT analysis based on the company’s marketing target. At the same time, itdiscusses the customer demand and market positioning and proposes the marketingstrategy that the service area restaurant business marketing should be differentiatedaccording to the traffic flow of different sections and different consumer groups.Finally, it proposes specific security recommendations such as changing of marketingconcept, highlighting thesense of competition, changing the organizational structureand strengthening personnel training about how to carry out the service areadifferentiated marketing strategy.This study finds out the marketing strategy issues of Zhejiang TransportationGroup Development Company’s service area restaurant, puts forward practical basicidea of the construction of service area restaurant marketing strategy system, providesthe specific ideas and frame about operation and implementation of service arearestaurant marketing strategy, will help the company towards a more stable, betterdirection. In recent years, the service area restaurant business has a broaddevelopment prospects along with the development of expressway in our country is in the good times. This study also provides empirical support for study on service arearestaurant marketing.