Research On Marketing Strategy Optimization Of QXH Company

With the rapid development of the catering industry in recent years,in 2017,the revenue of the catering industry was close to 4 trillion yuan,and the total revenue of group meals increased by nearly 30%.Therefore,the group meal industry is called the last piece of treasure to be excavated.Since the threshold for entering the group food industry is not high,and it relies mainly on its own funds to form a scale of development,it is difficult for the group meal enterprises to form a scale,and enterprises with a certain scale are difficult to obtain in the group meal industry because of the small difference in strength.Significant advantage.Therefore,how to meet the increasingly personalized needs of consumers and further improve and optimize existing marketing strategies is a key factor for group restaurants to maintain their advantages in the fierce market and stand out from the competition.This article takes QXH Food Co.,Ltd.(QXH)as the research object,introduces the company’s enterprise profile,and uses 4P marketing theory,STP market positioning theory and network marketing theory as the theoretical basis to market QXH company.The status quo has been studied and analyzed.From front-end supply chain management,food risk management and control,to mid-range products,services and branding,to back-end system construction and staff training,QXH still has a lot of room for improvement.At present,the main problems of the company are: First,the trend of consumers rejuvenation makes the demand of consumers change constantly;secondly,the market structure is relatively stable,lacking channels for expansion;again,the competitive pressure of the same industry and the wait-and-see of potential entrants In addition,the lack of innovative dishes has led to a decline in consumer loyalty;in the end,the lack of integration with the Internet makes it difficult to adapt to the development trend in the new era.Through the analysis of the company’s main products,prices,channels,brands and promotions,the main problems of QXH are put forward,and the causes of the problems are analyzed in depth.The questionnaires are used to understand the needs of consumers and the function of WeChat public number is proposed.And meaning,explore the innovation of market structure and business model,summarize the basic ideas and direction of the company’s future development,and then develop a marketing strategy optimization plan,and finally propose the implementation guarantee of QXH company marketing strategy,so that the implementation of marketing strategy can be implemented.Provide practical advice and assistance for the future development of QXH,and provide reference and reference for researchers in the same industry.