Research On Development Strategy Of Jilin Zhenxiang Catering Service Co., Ltd

After more than 40 years of reform and opening up,my country’s service industry has made rapid progress and plays an important supporting role in the national economy.The catering industry is the top priority of the service industry,despite the outbreak of the new crown pneumonia in the past two years.Influenced by the impact of the catering industry,the overall performance of the catering industry has declined,but it has not hindered the rapid development of the catering industry.Under the background of the improvement of living standards of Chinese residents and the upgrading of consumption,consumers have more diversified needs and higher quality requirements for the catering industry.The catering industry is also constantly reshuffled.Being eliminated,some companies actively adjust their strategies to adapt to changing market development needs.Only by having a clear judgment on the market and proposing appropriate development strategies for enterprises can we help catering enterprises overcome the difficulties of the epidemic and help them develop rapidly.Jilin Zhenxiang Catering Service Co.,Ltd.(hereinafter referred to as Zhenxiang)was established in 2016.Different from traditional catering,Zhenxiang’s main service direction is to provide tea break desserts attached to event planning,supplemented by a new business model of daily retail of baked desserts.But at the same time,more problems come with it.The first is the lack of industry experience.As it is a new business model,there is no more experience to learn from.Many problems need to be continuously tried and tested.Secondly,the development of the industry is not perfect,and there are problems such as disordered pricing,uneven personnel quality and low information transparency.Third,due to the limited scale of the industry,the publicity and distribution channels can not be matched accordingly,so we can only rely on the gradual accumulation of word-of-mouth and services,and the acquisition cost of new customers is high.Based on the research of a large number of domestic and foreign enterprise development strategy literature,as well as the development process of typical enterprise development strategies,this thesis provides a good theoretical and practical basis for the writing of this article.Based on a variety of enterprise-related strategic management ideas,combined with global thinking,this paper sorts out the overall development of the catering industry,and studies the strategic content in a targeted manner.A total of SWOT analysis,PEST analysis,and five forces analysis are used to conduct in-depth research.Enjoying the strategic development environment of the catering company,it is concluded that the company has the advantage of being the first entrant and the market has broad prospects in the future.It should seize the development opportunity and adopt a growth-oriented business strategy.And designed short-term,medium-term and long-term development goals for the company,put forward strategic implementation measures in three aspects of innovative research and development,service quality management and marketing strategy,and finally provided the company’s strategy from three aspects: corporate culture,organizational security,and professional talent security.safeguard measures.