The Research On Marketing Strategy Of Inner Mongolia Little Sheep Restaurant Chain Co.,Ltd.

As a hot industry for Chinese food and beverage industry,the hot pot industry is also a industry which attracted A lot of investors and capitals because of its high gross profit margin ratio and high net profit.According to the data released by Dianping.com,the hotpot has the largest number of stores in Chinese food and beverage industry,almost fifty thousand stores.But in several cities,such as ZhengZhou,the development of hotpot is falling down.One thing can be affirmed that the collapse of thousands of hotpot restaurants can't threat the development of nationwide hotpot industry.And the competition between the hotpot restaurants will become more and more violent.In order to attract customers,every hotpot restaurant try to change themselves,which makes the classification become more elaborated.As a representative of Mongolia's hotpot and traditional food and beverage industry,Little sheep restaurant has been established more than sixteen years.No matter from the terms of brand or taste,the Little sheep restaurant is a great example of Chinese hotpot industry.Since February 2012 when Little sheep restaurant chain Co.,Ltd was purchased by Yum brands,the Little sheep has bad business.Being faced with violet competition,the Little sheep must do something for solving its problems in management and marketing.Only solving these problems,can it develop better in the future.Applying theory to practice,this paper analyzes the internal and external environment of Little sheep.To analyze the external environment,I study the macro-environment of Little sheep,industry situation and its competitors.Then,after analyzing Little sheep's marketing minds and ways,I listed the Strengths,Weakness,Opportunities and Threats of Little sheep based on the SWOT analysis.This part is the analysis of internal environment.In the end,I subdivided Little sheep's market on account of its developing situation,product characters and internal and external environment and positioned Little sheep's market accurately.Additionally,this paper also proposes some marketing strategies,which include product strategies,price strategies,channel strategies,service strategies,cyber marketing strategies,relationship strategies with stuff and customer,to make Little sheep has a better development in the future.