Research On The Franchise Marketing Strategy Of Qianjin Yao Shan Tang

With the improvement of living standards,health has become more and more important at the national level as a fundamental element of people's happiness.Especially on October25,2016,after the Central Committee of the Communist Party of China and the State Council jointly promulgated the “Healthy China 2030” Planning Outline,local governments and relevant organizations have increased the promotion of healthy diets and body-building cultures,and people's health awareness.It is also getting stronger.People's demand for diet has been upgraded from the initial “eat fully and eat well” to “eat nutritiously and eat healthily”.Qianjin Yao Shan Tang was established in order to meet people's needs for upgrading the nutrition and health of the diet.The focus of this study is the marketing strategy of the franchise chain of Qianjin Yao Shan Tang.First,the purpose and significance of the study are clarified through the introduction of the research background,and then the external environment analysis is mainly carried out to analyze the macro environment and industry situation of the medicine meal and catering,so as to find Qianjin Yao Shan Tang's opportunities and risks faced.Then through the analysis of the internal environment of Qianjin Yao Shan Tang,the advantages and disadvantages of the enterprise were discovered.On this basis,use SWOT analysis to determine the choice of corporate marketing strategy,and find out the key factors of marketing strategy success,use STP theory for market positioning,design 4P marketing mix strategy accordingly,and from the aspects of marketing planning,executing and controling,Put forward the implementation guarantee measures of marketing strategy,and finally put forward the research conclusion.The research believes that the development space of Qianjin Yao Shan Tang is huge,as long as it adheres to the concept of “Passing happiness and Boosting health”,and unswervingly study and improve the efficacy and taste of medicine diet with Chinese medicine experts,improve the training and management of employees The mechanism and the establishment of a complete supply chain ecosystem can make Qianjin Yao Shan Tang more stable and farther away!...