Research On Marketing Strategy Of Hai Di Lao

In just over 20 years,Haidilao has rapidly grown from a hotpot enterprise with only one store without a name to a nationwide chain catering enterprise with more than 300 direct-sale stores,more than 50,000 employees,more than 25 million users,and an internationally renowned catering enterprise.There are many factors for its success.In addition to paying attention to the quality of products and services,the company should adopt relatively effective marketing strategies according to the changes of market situation,make accurate market brand positioning,launch effective marketing strategy combination,and achieve success in the fierce competition of catering marketIn this paper,adopting the method of theory combining with the practical case,using the market segmentation and positioning and the 4 cs and 4 r marketing theory as the theoretical support,using the method of literature,field survey method,mathematical method,typical case analysis and other research methods,the following theoretical guidance to explore-solve problems-come to the conclusion of logical thinking to demonstrate,through the marketing strategy of haidilao is analyzed and discussed,in order to food industry and even some enlightenment and reference to other industries.This paper is divided into seven parts.The first part gives an overview of the background,significance,research methods,research ideas and innovations of the topic.The second part defines and elaborates the relevant theories and concepts applied in the research.The third part includes a introduction of the development of Haidilao,analyzes the current domestic marketing environment of Haidilao from the macro and micro environment,and then clarifies the current marketing strategy of Haidilao.It from many aspects such as service marketing,network marketing,brand marketing,etc.the marketing strategy of Haidilao market is summarized and analyzed in detail.The fourth part analyzes the advantages of Haidilao in the marketing field through questionnaire design and market research,and gives comprehensive judgment.The fifth part is to analyzes the problems of Haidilao in the marketing field based on the results of the survey.The sixth part is aimed at the current marketing status and problems of Haidilao,giving some specific suggestions for improvement.The seventh part is based on the previous analysis to summarize the experience and enlightenment of several marketing strategies of Haidilao,these helpful experiences will be the guidance for the marketing development of Chinese catering enterprises.