Research On Marketing Strategy Of Tongguan Chinese Hamburger Store In Linyi

With the reform of the catering industry,the marketing of the catering industry is also undergoing reform.The traditional marketing methods face great challenges,the development and application of new media technology,and the role of Internet marketing in catering marketing is becoming more and more obvious.How to meet a new round of food development trends and marketing opportunities for change,as the catering industry,especially the popular catering enterprises to gain an important advantage in competitive advantage.Due to the low price of popular dining,capital investment,attracting a lot of people invest in stores,how to stand out in the fierce competition,the success of more consumers,and constantly improve the level of business is an urgent need for each operator to consider the issue,marketing For the catering industry,especially the role of popular catering business increasingly important.Tongguan Chinese hamburger store,located in Lanshan District,Linyi City,Shandong Province,was established in May 2016,the current total of three stores,due to the lack of relevant management and marketing experience,failed to develop their own business characteristics of the marketing Strategy,in the same industry competition can not take advantage,but also affected the development of their own enterprises in the surrounding catering enterprises in the visibility is not high.Based on the domestic and foreign scholars' research on the marketing research of catering enterprises,this paper analyzes the current situation of Tongguan Chinese hamburger store and finds out the problems in marketing,and finds out that the traditional marketing of the restaurant Way to use more,but for the slow progress of network marketing.Secondly,through the questionnaire,SWOT analysis of the store franchise business environment and management,marketing,traditional marketing and network marketing advantages and disadvantages analysis and many other aspects of more detailed research,are found through research to apply to Tongguan Chinese hamburger store marketing strategy,and the store marketing strategy implementation and protection of the proposed.Finally,the conclusion,I believe that although the development of network marketing has aroused the concern and actively explore the parties,more and more enterprises to accelerate the pace of adoption of network marketing,network marketing is generally considered the trend,but the network marketing is not the medicine for everything,over-reliance on network marketing will reduce the competitiveness of enterprises.As a physical business of the catering business,select a good location,find the right target population and market segments,to ensure quality,service and reputation,the use of online and offline combination of marketing is to ensure the healthy development of this type of enterprise effective means.Through the study and analysis of Tongguan Chinese hamburger store and outside the environment,combined with the relevant theory to develop specific solutions and applied to the actual business,this method stripped of a similar small-scale catering business marketing model,to explore a replicable catering industry Marketing strategy for more food and beverage managers and entrepreneurs to provide marketing ideas,quickly and smoothly open up the market.