Research On Catering Marketing Strategy Of A Company

“The people are the foundation of the country,and food is the most important thing for the people.” Food as the most basic thing of people’s survival,has constantly reflected the development of society in the course of history.The most obvious manifestation is the change in people’s dietary needs,people’s demand for three meals a day is no longer simply enough to eat,but has added more personalized new needs.The "new consumer demands" forced the catering industry to accelerate the supply-side structural reform,from the focus on product-based marketing to innovative experience-based marketing to change.Simply put,the new consumer demands have prompted caterers to not only ensure product quality and strengthen the innovation of tangible display to convert customers into users,but also to explore and study the needs of the market and users to provide better service and dining experience.The traditional restaurant marketing concept also needs to be upgraded and optimized to meet the development needs of the catering industry in the new situation,and catering companies must also continue to introduce marketing strategies that cater to the market and fit the current situation in order to enhance their competitiveness.The subject of this paper is Company A,analyzed the internal and external environment of Company A by collecting and organizing data and information about the company and the catering industry,and studying and understanding relevant marketing theories.This article uses the 7P theory,STP theory,and draws on literature analysis and case study methods to develop the study.The research process is as follows: firstly,the theories that need to applied to this paper were sorted out,such as 7P theory,STP theory,brand marketing,service marketing,experience marketing and chain franchise,etc.The Company A’s background and development profile were collected through the visit and research,and the macro environment analysis and industry environment analysis of the catering industry in which Company A is located.Then it analyzes Company A’s products and operations,focuses on Company A’s human resources,and summarizes the current situation of Company A’s marketing activities.It further pointed out the problems in Company A’s operation and marketing links,such as limited brand positioning,insufficient product development,service experience to be improved,tangible brand display to be perfected,etc.Then it cited and analyzed the successful and failed cases of Haidilao,Starbucks and Tanyutou which three well-known catering companies in the industry,to give Company A the reference and warning meaning to build a new marketing strategy system.Finally,based on the above-mentioned marketing problems of Company A,combined with the corresponding marketing theories,four marketing strategies are proposed to Company A: brand positioning optimization,product innovation strategy,service optimization strategy,and tangible display and scene optimization.Also propose three aspects of organization,culture and technology to ensure the smooth implementation of marketing strategies and achieve the expected results.This paper is based on professional marketing theory knowledge,through comprehensive investigation and study of Company A and the catering industry,many field visits,and combined with case studies and industry report data,points out the shortcomings of Company A’s marketing,then gives the corresponding innovative marketing plan suggestions,and also hopes to provide reference for other similar catering enterprises of the same type.