Research On The Fast Food Chain Store Marketing Strategy

Since the 18th national congress of the communist party of China,the catering industry has been the leading consumer industry in China’s economic development.The fast-food chain industry can effectively promote the development of agriculture and rural economy,and fully stimulate the sustainable development of crop,aquaculture,and processing industries,and contribute to the entire economy and society.Volkswagen also put forward higher requirements for the consumption of fast food chains,which will be beneficial to the rapid development of China’s catering industry.Therefore,it is of great practical significance to study the market competitiveness of the fast food chain industry and to solve the problems in business management through the implementation of applicable marketing strategies.Azhen is a local specialty rice noodle chain fast food restaurant in Xinjiang.At present,the chain stores are in a stage of growth.The market has not yet been fully exploited,and seizing the market share is conducive to the rapid development of stores and the improvement of profits.In this paper,through the comprehensive use of PEST tools,SWOT matrix and other theoretical knowledge,analyze Azhen’s marketing strategy,carry out a questionnaire to understand customer satisfaction,choose a marketing strategy to implement,through research,pointed out the deficiencies in marketing strategies,through the summary,get the conclusion.This study believes that consumers are highly sensitive to price strategies,and the implementation of service strategies can be a basic guarantee for sustainable development of stores.Implementing multiple marketing strategies will help improve franchisees’ business management and increase profits.This study will fill the domestic research on franchise catering franchisees marketing strategy,provide a theoretical basis for franchisees to carry out marketing strategies,help managers to improve profits and improve business management.