Research On J Company’s Marketing Strategy Optimization In The Post-Epidemic Era

The outbreak of the novel coronavirus has had a profound impact on China’s economy,especially the service sector.The catering industry,an important part of the service industry,has also been greatly affected by the epidemic.In the current post-epidemic era,although the epidemic has passed,many catering enterprises are still plagued by problems such as small passenger flow,difficult drainage and declining income.In this background environment,catering enterprises should be oriented by the needs of consumers,open up business ideas,and formulate marketing strategies suitable for the development of enterprises in the new environment.After experiencing this long period of the epidemic,consumers’ consumer psychology has also quietly changed.In the post-epidemic era,the development trend of the catering industry is toward the direction of "health preservation".The lifestyle of the mass consumers has changed,and the consumption habits of catering have also changed,which requires catering enterprises to keep improving in the aspects of products and services.Under the challenge of COVID-19,enterprises must timely adjust their marketing strategies in order to meet the requirements of the new era.After the outbreak of the epidemic,online catering has become a normal ordering mode,which makes catering enterprises must face up to the changes in demand.In the new era,catering enterprises should stand on the strategic height of continuous innovation,under the premise of adapting to market demand,and constantly improve the core competitiveness.In order to continue to develop in the new situation,catering enterprises need to notice that the form of consumption tends to be diversified and personalized,the consumer is younger,and consumers pay more attention to the health and safety of products.J Company is a large catering enterprise in Jiangxi Province,whose main business is site-in hot pot.At present,there are also challenges,and its marketing strategy has become one of the focus of the enterprise’s research.Generally speaking,the market positioning of Company J fits the taste of consumer groups in Jiangxi region,and the pricing is also targeted at low and medium consumers,which is cost-effective,with a large number of store expansion and fast development speed.However,the existing marketing strategy is not practical and targeted,and the marketing on the network platform is lacking.Therefore,in order to face the new market environment,how to optimize the marketing strategy of J Company is also the main content of this thesis.This thesis first analyzes the development status of the target enterprise J in the post-epidemic era,and then adopts the interview survey method to point out the problems in the enterprise’s marketing strategy in the current post-epidemic era,and analyzes the causes of the problems.Then,with the application of 7Ps service marketing theory,the author puts forward optimization suggestions on the existing problems in J Company’s product,price,channel and other strategies.Finally,in order to ensure the implementation of the optimized marketing strategy,specific measures have been taken from the aspects of organizational structure and financial management.It is hoped that this thesis can provide a new marketing idea for catering enterprises that are also affected by the epidemic,in order to provide reference and help for their development and improvement of marketing strategies.