Catering Business Competition Strategy Of Yk Japanese Catering Management Company

With the development of national economy and network technology,many new industries emerge at the historic moment,bringing us a lot of convenience in clothing,food,housing and transportation.People's life is becoming more and more compact.In order to save time,takeaway industry is rising.With the advent of online-to-offline local life service O2 O,the traditional catering industry is facing changes.More and more caterers are beginning to enter the online field.With the rapid development of O2 O takeout platform,YK Japanese catering company is one of the catering enterprises growing up in this market environment.YK Japanese cuisine restaurant company was formerly a IT service company,which mainly managed cloud platform data management.Due to the inspiration of "Internet +",it opened its first Japanese O2O+ restaurant in Guangzhou in 2015,and positioned the enterprise strategy as a Japanese style catering store specializing in takeaway.The main business strategy is low cost and high efficiency operation,which is Japanese style restaurant.Innovative business model based on modern catering concept.With the development of the O2 O catering takeaway market,YK Japanese catering company has developed 20 Direct stores and franchised outlets,which are distributed in Guangzhou,Foshan and Dongguan,and will continue to expand.However,in the process of expansion,it is found that YK's internal problems and market factors are also increasingly apparent,including the company's market positioning,organizational structure,catering experience,marketing management and other factors,resulting in insufficient investment in marketing and product research and development.Under the competition of many mature Japanese catering chain brands,YK's business began to show a downward trend.The original market positioning has been impacted and the business environment has been seriously threatened.Therefore,YK company needs to reevaluate its own business environment,select a specific corporate strategy,and focus on the analysis of core expertise,competitive advantage construction,implementation strategies and safeguards.Based on the principle of combining strategic theory with business practice,this paper first expounds the environment of domestic catering market and Japanese catering market,introduces the general situation and development process of YK Company,and then analyses the external environment and the basic situation of main competitors of YK Company by combining the macro-environment analysis,market environment analysis and competitor analysis of the industry,and advances it.Through in-depth research,it is found that YK company has four market opportunities: large catering businesses and chain standardized management brand businesses will have more advantages;the proportion of Japanese takeout in the catering market will continue to increase;the domestic people will accept and recognize Japanese cuisine relatively;the concept of healthy diet has gradually become the main consumption of the post-80 s and post-90 s.Demand.In the internal environment analysis,it points out that YK has three competitive advantages: perfect information construction,reliable raw material cargo system management and high quality products.Then through the use of SWOT analysis method to analyze the advantages,disadvantages,opportunities and threats of external environment and internal resources,YK company should adopt differentiated strategic competition,determine that YK company should be positioned at 80,90 people with health-conscious consumption,shape YK company's sushi cuisine as a cultural concept of beneficial sushi,and cooperate with the differentiated strategy.It establishes the brand competitive advantage of healthy catering.And in improving the company's organizational structure,strengthening marketing management,clear resource allocation and incentive mechanism,enhance the company's culture and brand cultivation and other major measures,constitute a strong support for the implementation of the strategy.Finally,the differentiation strategy of YK company proposed in this paper is not only based on product differentiation,but also based on the different characteristics of customers' catering needs,to fully shape the five aspects of service differentiation,operation mode differentiation,target customer demand differentiation and chain mode differentiation,from R&D capabilities,service capabilities,management capabilities,marketing capabilities,expansion capabilities.Finally,we will build an all-round differentiated competition system to gain competitiveness.