| Economic growth and material plentiful have significantly increased the proportion of meat in people’s daily diet.In addition,the mental pressure is higher and higher under fast work pace.In which case,all kinds of elderly chronic diseases have shown a trend of rejuvenation.People has been aware of the importance of changing the diet structure.More and more demand of vegetarian products is increasing.The vegetarian culture is quietly prevailing.The outbreak of COVID-19 and the frequent occurrence of a series of natural disasters have made people face up to the importance of environment,health and sustainability.With the rise of vegetarian culture,advocating environmental protection,vegetarian diet and sustainable development keep rising,which makes the vegetarian market become a great development potential market.More and more investors entered this track,also T restaurant opened in 2015.Although the vegetarian market has great development potential,it still needs to overcome many difficulties if wants better development.The competition pressure becomes stronger with more vegetarian restaurants opened.Due to the constraints of own and objective conditions,T restaurant has not successfully established its own brand in the market after seven years operation.On the contrary,consumers’ cognition of the restaurant is ambiguous.This paper tends to solve the marketing dilemma of vegetarian products in T restaurant by using the classical marketing theory STP and 4Ps.It is found that T restaurant has such issues as no obvious features of products,no advantages of low-cost strategy,single traditional communication channels and no stickiness of promotional activities through statistical analysis of consumer survey results.Based on T restaurant operating conditions and comparison with competitors,the causes are found that the product positioning is unclear,the pricing is not targeted,the online channel is neglected,and the promotion scheme is not systematic.In view of above,five optimization strategies are proposed,which are accurate re positioning,innovative and differentiated product strategy,demand-oriented price strategy,integrate online and offline channel strategy,and enrich customer experience promotion strategy.Finally,four guarantees are put forward for effective execution: concept unity,process management,all employee’s participation and financial technology support.It hopes that the paper becomes reference for other vegetarian enterprises who want to improve marketing capacity through this study. |
