Research On The Optimization Of Marketing Strategy Of G Company’s High-Speed Rail Catering Service

With the continuous increase of high-speed railway mileage,the development potential of China’s high-speed train catering market has been rising.Train catering marketing is a completely competitive market.If the personalized needs of passengers are not met,it is easy to cause imbalance between supply and demand,leading to low sales.Since the outbreak of the COVID-19 epidemic in 2020,the passenger occupancy rate of railway passenger transport has been generally low.In addition,company G has problems such as lack of core characteristic products,inflexible product pricing mechanism,high additional operating costs,lack of brand awareness,and few product displays.As a result,the problem of low dining rate and dining satisfaction on trains can not be effectively solved in the target jurisdiction for a long time.In order to better obtain market development opportunities on the basis of responding to the changes in the market economic situation as much as possible,G Company needs to carefully analyze the existing problems and deficiencies,and from the perspective of meeting the actual needs of passengers for high-speed train catering,earnestly formulate effective marketing measures to improve the quality of high-speed train catering services.In this paper,G Company under Kunming Railway Bureau is taken as the main entry point for research,and comprehensive analysis is carried out by means of literature review,field research,questionnaire survey and other research methods.Taking the high-speed train catering business of G Company as an example,the external and internal environment of the high-speed train catering business of G Company is analyzed from the current business situation,and the advantages and disadvantages of G Company in the industry competition are clarified using Porter’s Five Forces Model to establish a SWOT matrix,Clarify the development strategy.Combining the company’s own advantages,disadvantages and existing problems,first,use STP theory to subdivide the target market and determine the target market;The second is to use 7Ps service marketing theory to improve and optimize the marketing strategy of G high-speed train catering products from seven aspects: product research and development,changing product prices,establishing public reputation,strengthening personnel training,increasing sales channels,strengthening product display,and optimizing service processes.In addition,in order to ensure that the proposed marketing strategy can be implemented as far as possible,this paper also puts forward targeted suggestions on how to effectively guarantee the marketing strategy,and further proposes four guarantee measures,namely,strengthening the system construction,optimizing the talent team,strengthening the information construction,and innovating the incentive methods for service personnel.Finally,in order to improve the reality of the low marketing revenue of high-speed train catering of G Company,Promote G Company’s high-speed train catering marketing to provide effective theoretical support,at the same time,explore and supplement the catering marketing of transportation tools.