Research On Marketing Strategy For Qing-Feng Steamed Dumpling Shop

The change of people's consumption concept makes dining out more rational and regular,and also the requirement for food quality becomes higher than ever,and they put more focus on qualities,brands,specialties,cleanliness,nutrients and fastness.Under the supporting of marketing management theory,this paper compares other successful cases,and proposes optimization measures for Qing-Feng Steamed Dumpling Shop.These marketing management measures will help Qing-Feng Steamed Dumpling Shop establish a correct sense of marketing,strengthen marketing management ability,improve innovation capacity,and make sure the company developing healthily,rapidly and continuously.At the same time,it has a reference value for other companies on market management.So we think that the research on this issue has great meaning both in theory and reality.First,this paper analyzes the current marketing situation,problems and the reasons of Qing-Feng Steamed Dumpling Shop.The existing main problems are:slow pace of developing new products;lack of marketing activities;low management efficiency.There are two main reasons: the first one is top leaders don't pay much attention on innovation of both products and services;the second one is talents training system is imperfect.Second,in order to making marketing strategies,it analyzes the macro and micro environment,and uses SWOT analysis to research on the strengths,weaknesses,opportunities and threats of Qing-Feng Steamed Dumpling Shop.At last,making Marketing Mix Strategies and supporting measurement according to the result of STP--segmenting,targeting and positioning.Following Marketing Mix Strategies are proposed after analysis andstudy--product strategies,price strategies,marketing channel strategies,promotional strategies and service strategies.Product strategies include:(1)speed up new product development,(2)improve the appearance of Qing-Feng steamed dumpling,(3)enhance product quality,(4)provide more salt reduction product.Service strategies include:(1)improve store environment,(2)sincere service,(3)add payment method,(4)provide amenities.Price strategies include:(1)mantissa pricing,(2)skimming pricing,(3)discriminatory pricing.Marketing channel strategies include:(1)corporate website and shop marketing,(2)social platform marketing,(3)group purchase and take-away website,(4)word-of-mouth marketing.Promotional strategies include: cultural and event marketing.The implementation guarantees--cultural and human resources guarantees are designed in order to make sure the Marketing Mix Strategies are launched smoothly.Cultural guarantees include fully aware of the importance of corporate culture to business development;establish standard corporation management system;construction of corporate culture must closely integrated with every employee's job objective;learning from excellent corporate culture.human resources guarantees include: set up relatively perfect talent training system;improve the performance of performance evaluation mechanism;combination of human resources construction with the construction of corporate culture.