T Catering Enterprise Marketing Strategy Research

Food is the basic elements of human existence,but a bowl of human fireworks.The food culture of our country has a long history,including generations of people to reflect on life,the cognition of the objective world,contains endless philosophy and wisdom.After the development of social civilization,dining has become a kind of social behavior,become a more important interaction in social public places,and become an important link of human participation in social economy.As early as 400 years ago,hot pot catering became an important part of People’s Daily diet.Traditional hot pot enterprises such as old Beijing copper pot boiling meat are well-known.More and more kinds of hot pot,hot pot brands are also emerging,hot pot catering is booming.T catering enterprise,as the leader in the hot pot industry,has won the unanimous praise of the majority of consumers with its high-quality service and rich dishes since its establishment.However,with the continuous increase of hot pot brands and the increasing saturation of the hot pot catering market,the consumption of T catering enterprises is also gradually declining.In the face of this reality,how should T catering enterprises adjust their marketing strategies,develop their strengths and circumvent their weaknesses,and win a place in the increasingly competitive market environment,This is T catering enterprises must be very concerned about a problem at present.Therefore,This paper takes T catering enterprise as the research object,combined with the current market situation,analyzes the development of its marketing strategy.Firstly,the social background and research purpose of the current catering industry are elaborated in depth,and the research results at home and abroad are summarized.PEST theory,Porter’s Five Forces model,SWOT analysis,7Ps combination marketing strategy and other theories are sorted out as the sufficient basis for scientific research.Then,starting from the marketing environment,using PEST and Porter’s five forces model,the internal and external environment faced by T catering enterprise is analyzed from the macro and micro level,and its development situation is analyzed by SWOT.Thirdly,from the seven dimensions of product,price,promotion,channel,service,personnel and tangible display as the starting point,in-depth research on the current situation and problems of T catering enterprise marketing strategy,comprehensively deconstruct the problems and pain points of enterprise marketing strategy.Finally,based on the 7Ps marketing mix theory,the improvement plan of marketing strategy is developed from seven aspects: product,price,channel,promotion,service,personnel and tangible display.At the same time,the company’s organizational structure,human resources and financial system were improved to support the smooth implementation of the new marketing strategy and ensure the maximum energy efficiency of the new marketing strategy.