The Reseach Of Yoshinoya Service Marketing Strategy In Liaoning

30years of reform and opening up, the food and beverage industry turnover growth up to200times, has become a driving force for the growth of China’s consumption demand is one of the important force. Since2010, Chinese fast food industry entered a golden period of development, and to the big city such as Beijing and the developed area as the center, gradually to the whole nation spreads, gradually entered a mature stage of development.As the world’s largest Japanese-style fast food chain brand, the market in Liaoning, namely, to the rapid development, but in the course of development, especially during the economic crisis of2009, the brand also exposes some problems: the annual sales growth is lack of power, to reduce the number of the customer, customer satisfaction has declined. This article through to the brand of internal and external marketing environment analysis of Liaoning catering market different angle subdivision, identify the target market of the brand and market positioning. and then use the service marketing of7PS marketing mix analysis tools, from seven specific aspects are given for the brand at the present stage of development strategy, finally puts forward the strategy of the process and results control mode.This paper is divided into seven parts, the first part is the introduction, mainly introduces the study objects, research methods, research content and research frame; second part of the paper introduced the theoretical basis of service marketing, namely the meaning, characteristics and development status of content; third part of the first case, the first brand of external environment analysis application of PEST analysis tool, to the Liaoning province’s political, economic, cultural and social regulations, technology four respects undertake macroscopical environment analysis, and analyzes the main competitors, including development of the industry inner environment. Analysis of the brand’s internal environment, including company development, human resources, organizational structure, marketing ability status. Finally, using the SWOT analysis tool, the author tries to find the problems in the process of operating points and opportunities; fourth part by catering industry segments of the market analysis, made clear the target market and market positioning, for behind the strategy provide direction; fifth part is the7PS marketing combination, from product, price, channel, promotion, personnel, physical evidence and process these seven aspects are the brand development strategies; the sixth part is to introduce the service marketing strategy implementation and control, from the annual marketing goals to benefit control, to ensure that the overall strategy of process control of. The seventh part is the conclusion and prospect.