Haidilao Service Marketing Strategy Optimization Research

In the early 1990 s,service became an important strategy in the market competition and marketing of the catering industry.As an independent marketing system,service marketing is attached importance to.With the in-depth study of service marketing theory,service marketing in the catering industry has become a key factor to gain customer recognition,loyalty and market advantage.Sichuan Haidilao catering co.,ltd.is a representative catering enterprises,its service marketing in the same industry in the leading position.In 2018,with the listing of Haidilao,the business environment of the enterprise has changed.In the changing environment,the service marketing strategy of the enterprise needs to be constantly optimized and improved to maintain the core competitiveness of the enterprise.The research content of this paper mainly includes the following four aspects:firstly,this paper will take the listed company Haidilao as the research object,and analyze the micro environment of enterprise marketing from the aspects of enterprises themselves,suppliers,marketing intermediaries,markets,competitors and the media and the public from the perspective of theory and practice.The macro environment of enterprise marketing is analyzed from the aspects of population environment,economic environment,technical environment,political and legal environment and social and cultural environment.Secondly,this paper will use the 7 p service marketing theory analysis Haidilao's current service product,service,pricing,service personnel and customers,service channels or branches,the tangible demonstration of service process,service,service,communication or promotion,the existing problems and puts forward Haidilao: product safety hazard,high per capita consumption,service is uneven,the dining environment noise,waiting time is too long;And analyzes the reasons for the existing problems of Haidilao: product factors,cost factors,personnel factors,environmental factors,process factors.Then,through the Haidilao consumer questionnaire survey and analysis of data,market segmentation,target market selection,market positioning,based on the 7 p marketing mix theory to formulate operable optimization design: product innovation strategy,pricing strategy,environment improvement strategies,personalized service strategy,customer relationship maintenance and interactive marketing strategies.Finally,put forward the safeguard measures for the implementation of service marketing planning: optimize the organizational structure,improve the employee incentive system,build an excellent marketing team,and carry forward the corporate culture.Through the comprehensive analysis of the internal and external marketing environment of Haidilao enterprise,combining with the current operating situation of the enterprise,the corresponding optimization plan is made by using 7P marketing theory,STP theory and so on.The analysis of this paper is conducive to the innovation and development of Haidilao enterprises' service marketing,and at the same time,it also provides reference for the application of service marketing in traditional hotpot catering enterprises and domestic chain catering enterprises.