| As China's economy grows,people's living standards continue to improve,while the pace of work also accelerates,resulting in breakfast time is constantly compressed,more and more consumers have the habit of buying breakfast food outside,and the market for buying breakfast outside also shows a rapid development trend.Among the different breakfast products,the Chinese baozi and bun are more in line with Chinese consumers' habits.However,the Chinese baozi and bun catering industry is also facing low entry threshold,serious homogenization,rising food raw material costs,rising labor costs,lack of management personnel,low unit price and other difficulties,the industry competition is increasingly fierce.For start-up restaurant chains,especially those that develop across regions,it is important to develop a reasonable marketing strategy for their stable operation.In this paper,MJ's chain store in Foshan region is used as the research object,and firstly,the marketing strategy of the restaurant industry is understood through domestic and international literature research.Secondly,the marketing status of MJ's chain stores in Foshan,and then the potential dividends of the breakfast industry are discussed in the context of industry environment analysis,competitive environment analysis and market demand analysis.Third,the marketing status of MJ's company was analyzed through STP,7P marketing mix theory and SWOT analysis method.Fourth,by extracting effective consumer text reviews from review sites and takeaway sites,the factors that affect consumer buying behavior are summarized,then conduct a consumer demand questionnaire survey to collect relevant data on consumer buying behavior in the Foshan area,supplemented with arguments,to find out the problems of MJ's marketing strategy for the Foshan region.In the end,I propose improvements that are in line with the company's current situation and provide MJ with a marketing strategy based on the needs of consumers in the Foshan region. |
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