Research On Marketing Strategy Optimization Of QG Barbecue

The catering industry has always been one of the important pillars of China’s rapid economic growth,which can continuously meet the needs of people’s daily life.With the release of the COVID-19 epidemic at the end of 2022,the catering industry has gradually recovered its vitality.At present,consumers have increasingly higher requirements for the quality of catering and service,and the consumption upgrading trend is obvious,prompting catering enterprises to strengthen brand building and service upgrading.At the same time,catering enterprises have tried to improve service efficiency and consumption experience through mobile payment,smart food ordering,take-out and other ways.The digitalization of supply chain has become a trend,which is conducive to improving the quality and safety of food materials and helping enterprises improve the efficiency of market operation.QG BBQ,founded in 2018,is a small catering enterprise operating traditional barbecue skewers.QG barbecue has very little investment in marketing.The COVID-19 since 2020 has also made QG barbecue face major survival problems,which urgently needs to be optimized in marketing.This paper took QG BBQ as the research object and studies its marketing strategy.First of all,the paper outlined the difficulties of survival and development of QG barbecue under the influence of the COVID-19,which is highlighted by the lack of effective marketing means.Then it summarized the domestic and foreign research on the marketing of the catering industry,and clarified the research contents and methods of the article.Secondly,it summarized the concepts and characteristics of marketing and catering marketing,and expounded the basic theories such as 4P marketing theory,STP theory and customer satisfaction theory.Thirdly,the article introduced the basic situation and operation status of QG barbecue,analyzed the product,price,promotion and channel strategies used in the marketing process of QG barbecue,and understanded the customer sources,income,preferences,price reception and other aspects through questionnaire survey to help find the breakthrough of marketing.Then,the article focused on the problems existing in the marketing process of QG barbecue in terms of product,price,promotion,channel and consumer experience,and analyzed the main reasons for the problems.Finally,based on the marketing idea of market segmentationtarget market-brand positioning,the marketing strategies of existing products,prices,channels,promotions and other aspects are optimized,and a scientific and reasonable marketing strategy scheme is proposed,which provided guarantee measures for the implementation of QG marketing strategy from many aspects such as brand image,food quality,production quality,employee training,corporate culture and so on.The research in this paper can provide guidance for the sustainable and rapid development of QG barbecue,and effectively improved the market competitiveness and market profits of QG barbecue.At the same time,this study can also provided important reference for the marketing work of the same type of catering enterprises.