Study On Delivery Channel Strategy Of Yonghe King In Central South Region

With the rapid development of China’s economy, the competition in catering industry becomes fierce. Currently, the main challenge of enterprises is the profit decline caused by increasingly uncontrollable cost. Cost control is limited. In recent years, uncontrollable cost continues to increase, including rent, raw materials and labor, enterprises begin to adopt various methods for cost control, which is a step of expenditure reducing. Since the increase of business income can reduce the proportion of fixed cost, especially the proportion of labor and rent, the increase of business income and expansion of sales channels has become key points to enterprise development. In this market background, in addition to improving core competence, enterprises also need marketing strategies and innovative operational channels which can suit enterprise development and adapt to environmental change, in order to ensure continuous profit and rapid development of enterprises in the fierce competition.In 2012, the Internet platform of our country fully opened "O2O competition mode" which aimed at catering industry. As a result, catering enterprise joined the competition of "Internet sales channel business" one after another, which was the commanding height of future market. Under the current market environment, how to adjust marketing strategies to find the opportunity of existing marketing activities and how to participate in the Internet platform channel to make 020 mode become the closed-loop circulation mode are the questions that enterprises can not avoid at present.On the basis of taking the enterprise that the author worked-"Yonghe King" for example and combining with the industry condition of market, the author discussed the problems of catering enterprises’single marketing activities currently through practical cases and financial data and provided detailed regulations and key points of participating in the Internet "020" mode through concentrated on the development status and profit and loss changes of delivery channels and integrated with SWOT analysis. In the last chapter, through the calculation of break-even, the improvement and operational result of enterprises’marketing activities have been demonstrated, which made the enterprises’marketing direction more accurate and the channel development more stable. There are two main conclusions of this thesis:first, taking customer needs as starting point to improve the malpractice of originally single marketing-’separate marketing of frequency and unit price of consumption’with’marketing program aimed at improving consumption frequency of customers’; second, in the competition way of leading 020 platform and subsidizing delivery profit by enterprises, to make enterprises’O2O mode become the closed-loop circulation mode, which can also instruct enterprises to improve the performance of marketing programs, enable enterprises to successfully achieve closed-loop in the competition of "Internet+ delivery" and improve overall operation result.