Research On Service Marketing Strategy Of Restaurant For Siping Li-liangui Catering Service Co.Ltd.

In Chinese history of thousands of years,time-honored brand catering is both people's gems of wisdom and an important carrier of Chinese commercial culture,which bears of weight of people's beautiful memories and affections.With the implementation of “Project on Promoting Time-honored Brands”,as one of the 20 Chinese time-honored brands in Jilin Province and the only century-old shop of Siping City,Li Liangui has aroused wide attention from the whole society.In the age of widespread e-commerce,it is apparent that the traditional marketing mode can no longer satisfy the development of contemporary economy.Thus,it seems to be particularly important to revive the vitality of the time-honored brands while inheriting and carrying forward traditional catering.Nowadays,the changes of consumption environment have led to huge changes in people's consumption habits.With the increasingly complex consumption environment,growth of living standards and abundance of catering varieties,consumers have become more and more critical.As a result,the catering industry is gradually moving towards the directions of fashion,specialization,fitness,delicacy and trend.The changes in demand have also promoted the blossom of the catering industry.Therefore,to gain a a certain place,it is of vital importance to upgrade demands,highlight features and generate differentiation,so as to grasp consumer psychology,important marketing strategy and optimize pricing.The main content of the research is how to utilize modern marketing tools under the existing catering industry combined with the catering features of the time-honored brand by means of market segment,differential positioning,brand building and optimization of product service.In this way,it is aimed to construct Siping Li Liangui Catering Service Limited Liability Company with Siping headquarters as the core,join service as further development and multiple modes as operation.This paper mainly focuses on the following issues:(1)it analyzes the problems existing in the operation of the company,such as dated marketing concept,ambiguous marketing service awareness,and insufficient marketing effect caused by inaccurate positioning of target customers,limited varieties of products,lagging launch of new products,and restricted choices for consumers;(2)it applies marketing theory to reposition the company;(3)by adjusting and optimizing marketing programs,it tries to make the marketing team know better about the seven marketing strategies including products,channels,pricing,promotion,staff,physical display and service process,so as to realize steady development.In this paper,starting from the current situation of the enterprising marketing,it tries to make a macro analysis of Li Liangui from perspectives of politics,economy,social culture and technical environment,as well as a micro analysis of its competitors,potential rivals,consumers' bargaining power,suppliers' bargaining power and threats from alternatives.What's more,it will also conduct a detailed SWOT analysis of Li Liangui's strengths,weaknesses,opportunities and threats,so as to realize new market segmentation and positioning,confirm target target customers and replan the marketing strategy based on the seven marketing mix strategies.In terms of products,attention should be paid to the research and development of new varieties,and pricing is made based on different categories.Moreover,various network marketing tools will be adopted to enhance the promotion of gift boxes.Additionally,the enterprise's popularity and brand image need to be improved,and the training of the service staff is to be strengthened.Furthermore,it is required that marketing staff should master more marketing knowledge and service strategies in order to participate actively in large government activities and promote the enterprise's ability in physical display.