Study On The Marketing Strategy Of Catering Sector For Daixiaohe Company

With the continuous development of society,people's living standards and consumption demands constantly improve.More and more people are willing to increase consumption input in tourism and catering to better their life quality,which brings more opportunities for tourism and catering enterprises.However,it also brings great challenges.In the process of development,enterprises need to improve their marketing strategies so that they can adapt to the customer demands and market environment.Beidaihe is a famous tourist resort in China,and the Daixiaohe company is one of the catering and housing enterprises.Daixiaohe has passed the rising stage,so the company needs to change its marketing strategy to break the development bottleneck and enhance its market competitiveness.This paper focuses on two major aspects from three summer restaurants in the catering sector of the Daixiaohe company.Firstly,it makes an analysis of the company's environment by using marketing theories.Secondly,this paper uses SWOT analysis to study the advantages,disadvantages,opportunities and challenges of Daixiaohe restaurants.Customer opinion was collected and sorted through a questionnaire,and the marketing plan was improved and optimized from the aspects of company products,brand,pricing,promotion,personnel,service process and tangible display.Previous research on catering enterprises was based on the catering market in conventional cities.The main innovation of this paper is the research on marketing strategies for the catering market in tourist areas.The study in this paper can help enterprises gain competitive advantages and promote the development of marketing in China's tourism and catering industry.