Study On The Marketing Strategy Of The Catering Industry Based On Customer Relationship Management

With the rapid development of Chinese economy, the number of catering enterprisessee an increase. In the face of updating competition of the market, consumer resource hasbecome one of the most important resources in the catering industry. How to grasp thecustomer effectively, how to quickly satisfy personalized customer demand and improvecustomer satisfaction and loyalty in order to retain old customers, how to update thecustomer information in time and do the customer-oriented marketing, has become animportant subject confronting in the catering industry.Yueqing Field Chain Restaurant, after several years of development, has madeconsiderable achievements. However, compared to the food giant, the management level,financial capacity and market layout are too far behind to catch up.Yueqing Field ChainRestaurant has a long way to go to become a remarkable chain brand. The senior CRMconsulting and Consultants Co assistance, on business data,customer analysis, organizationstructure, develop targeted measures for improvement, and define responsibilities. Basedon literature review andinterview, through in-depth investigation on the field of Yueqingrestaurant chain Limited, the market catering enterprises brand marketing strategy andfacedproblems are studied and analyzed..First of all, this paper states the relatioanship between customer relationshipmanagement and marketing through the research of customer relationship managementtheory. through perfecting customer relationship management (CRM) to analyze theformulation of marketing strategy so as to help Yueqing Field Chain Restaurant win acompetitive edge in the market; Secondly, according to the analysis of inside and outsideenvironment of Yueqing Field Chain Restaurant, this paper points out that the restaurantcan attempt to establish a marketing system based on customer relationship management asthe main direction; Again, on the basis of the existing CRM system, Yueqing Field ChainRestaurant should enact the function framework, and then design the CRM workflow andhierarchy, later try to establish a CRM implementation model suitable for Yueqing Field Chain Restaurant; Finally on this basis, according to the theory of customer relationshipmanagement, Yueqing Field Chain Restaurant develop its own marketing strategy. In theimplementation of internal and external relationship marketing at the same time, YueqingField Chain Restaurant improves its market share by effective management of customerrelationship to gain a competitive advantage.The significance of this study is based on the thinking and building CRM system ofYueqing Field Chain Restaurant, which lays a foundation for its long-term market strategy,and focuses on the goal of customer satisfaction to win a place in the fierce marketcompetition in the catering industry.