Research On Marketing Planning Of Burger Knight Fast Food Project

In recent years,under the influence of national policies and social environment,the desire for social investment has greatly increased.Restricted by capital,many investors choose the fast food industry with the characteristics of low cost,high profit,fast capital recovery and certain rigid demand.For small fast start-up company,marketing plan formulation is very important,it determines whether it can attract customers for the enterprise to obtain the desired cash flow and profit,determines the fast-food enterprise's survival and development.This article through to the burger knight project research,explore its start-up period of the marketing strategy,marketing Suggestions for its,also for other small fast food business start-up period of the marketing plan formulation to provide the reference.This article through to management burger knight on-the-spot investigation,combining quantitative and qualitative analysis method,from the perspective of macro and micro analyses the market environment and customer consumption behavior,on this basis,a targeted marketing scheme is designed.First of all,based on the relevant theory of psychology and marketing,has been clear about the burger knight restaurant market positioning,which will provide 3-40 groups of medium and low-end fast and fast food,nutrition,health,and strive to become the daqing city famous fusion fast-food brands;Secondly,according to the 7P theory,the marketing mix strategy in line with the reality of burger fast food knight was formulated:including tangible product design strategy and intangible and additional product design strategy.It includes the comprehensive pricing strategies of differential pricing,psychological pricing strategy and penetration pricing strategy.Including the integrated channel strategy of traditional channel strategy,O2 O channel strategy and O2 O channel service strategy;Including advertising strategy,membership strategy and promotion strategy;Service personnel strategy including training strategy,assessment strategy and welfare strategy;Including service process standardization strategy,customer relationship management strategy,flexibility strategy,service process strategy of service recovery strategy;Include employee tangible display strategy,environment open display strategy service tangible display strategy.