Research On Marketing Strategy Of L Chinese Fast Food Chain Enterprises

As a pillar industry of the domestic economy,the catering industry has developed rapidly,which is of great significance in stimulating consumption and creating employment.With the increase of per capital disposable income and the deepening of urbanization,the catering industry has a very considerable market development prospect.However,due to the late start of the development of Chinese fast food and the low entry threshold for the industry,the competition in the industry is very fierce and there is a lack of absolute leading brands.At the same time,faced with the technological change of the Internet and the upgrading of consumption,consumers have put forward higher requirements for the dining experience,dish characteristics and personalized service of modern catering industry.The Chinese fast food industry needs to undergo profound changes in the market structure and business model to complete the transformation and upgrading from traditional industry to modern industry.Based on the understanding of the competition environment and the future consumption trend in the catering industry,it is of obvious practical significance to optimize the existing problems through the study of enterprise marketing strategies.The research object of this article is Chinese fast food company L,which is mainly engaged in Chinese fast food chains.It hopes to improve the competitiveness of its own brand through the optimization and upgrading of marketing strategies,in order to seize the brand window period to realize the sustainable development of the enterprise.This paper analyzes the internal and external environment of the company in detail by using PEST analysis and five forces model analysis tools,and understands the consumer market response by issuing questionnaires.It applies 4P marketing theory to interpret the current marketing strategy of the enterprise from the four dimensions of product,price,channel and promotion.It also analyzes the existing problems in the marketing of the enterprise under the guidance of market survey data analysis and puts forward targeted optimization suggestions.The problems and suggestions analyzed in this paper also provide a general reference for other similar enterprises in the industry.According to this research,the potential demand of Chinese fast food consumption market is very large,and it is also facing a huge number of competitors and substitutes.Chinese fast food enterprises have both opportunities and challenges.They need to continuously explore and improve their future marketing strategies to enhance brand competitiveness.As a regional brand of Chinese fast food in Yangtze River Delta,Company L has a good business foundation.Overall,its marketing strategy provides effective support for the operation of the enterprise.However,in the face of the continuous changes in the internal and external environment,it is necessary to actively adjust the marketing strategy in terms of products,prices,channels and promotions in order to obtain a better development prospect.