Research On Marketing Strategies Of Donglu Roasted Duck Of Jilin Foodking Catering Management Co.,Ltd.

With the steady macroeconomic development and continuously strengthened mass consumption,the national restaurant industry was promoted a secular growth in 2018.The role of the catering industry in expanding domestic demand,promoting consumption,stabilizing economic growth and benefiting people's livelihood is obvious to all,and the catering market has clearly shown a status of steady upward growth.Donglu Roasted Duck of Jilin Foodking Catering Management Co.,Ltd is a high-end catering enterprise in Changchun area.With good quality of dishes and strict quality service,it has gained better development in the region in a short term.Now it has 3 stores,business area increased,passenger flow stability,revenue continued to grow.But in the development process,Dong Lu roasted Duck Restaurant also reflects a certain problem: the dishes variety single,high prices,narrow sales channels,publicity costs and other problems.Aiming at the existing market environment and the problems exposed in the marketing process,this paper uses PEST analysis method to analyze the macroscopic environment of Dong Lu roast Duck restaurant,and finds that the legal environment for food safety is getting tighter;The rapid development of economic environment,food and beverage market is growing steadily;the heat of traditional culture increases obviously in the social and cultural environment;The internet has promoted the rise of the takeaway industry in the technical environment,which has broadened the market channels for the catering industry.In the aspect of microscopic environment analysis,this paper analyzes the supplier situation,the consumption characteristics of the main consumer population and the competition situation of the same type of enterprises in the region.Using the SWOT analysis,the enterprise has summed up the internal advantages and disadvantages of Dong Lu roasted duck restaurant,as well as external opportunities and threats,and has a clear understanding of the enterprise itself.Based on the above analysis,this paper uses STP strategy to determine the basic marketing direction of the enterprise from the aspects of market segmentation,target market and market positioning,and from product innovation,price differentiation,diversified development of sales channels,new media promotion and service personnel recruitment and training differentiation.The specific marketing strategy and implementation guarantee method are put forward in the aspects of Service process innovation and theme presentation.Through the research of this paper,which broaden new ideas,formulate a set of effective brand marketing strategy and strengthen the construction of information channels and also promote a variety of product linkage marketing and the formation of an effective management mechanism,speed up Dong Lu roast duck development under the current economic environment.