Research On Optimization Of Marketing Strategy Of GL HuTaoLi Music Pub

Under the background of rapid social and economic development,people’s living standards have gradually improved,and the demand for food has become more and more diversified.From the beginning of "food and clothing",to later "food",to "environment" and "feelings" pursuit.With the slow development of traditional catering industry,a new catering model is born,and catering enterprises also begin to step into a new road of development.Driven by big data technology and O2 O,new online sales methods emerge in endlessly.With the continuous improvement of people’s demand for dining environment,music bar also rises.In this environment,the restaurant marketing concept is gradually familiar with people,but many restaurants because of the lack of effective marketing strategies and can not maintain long-term,stable development,some are even on the verge of bankruptcy.In today’s restaurant industry,one can see this interesting fact: new brands are born every day,but many brands are declining and eliminated.This paper fully draws on the theories and literature research related to marketing,and carries out in-depth research on the marketing strategy of GL Hu Tao Li Music Pub.Firstly,it analyzes its marketing environment: first,it comprehensively analyzes its marketing external environment with the help of PEST method and Porter’s five forces model;Second,it comprehensively analyzes the internal marketing environment from the aspects of operating status,resources and capabilities.Third,through questionnaire survey and statistical analysis,summarize the marketing status and main problems of GL Hu Tao Li Music Pub;Fourth,the SWOT analysis method is used to summarize and analyze the internal and external marketing environment.Its advantages include the advantages of franchise stores,music and service,location and environment,while its disadvantages include low brand awareness,insufficient marketing resources,insufficient standardization and process,and high operating costs.At the same time,the opportunities brought by the external environment include good policy environment,good development of catering industry and good local market atmosphere,while the challenges are fierce competition in the industry,strong bargaining power of suppliers and customers,high labor costs,increasing rent pressure and threats from potential entrants.Then,with the help of STP theory,the marketing strategy is formulated,that is,its target market mainly includes young people’s market,large-scale event market and temporary individual market,etc.Its market positioning is to become a music pub with transparent price,strong interaction,complete facilities,high comfort,immersive atmosphere and live band performance.And with the help of 4Ps theory to formulate specific marketing strategies,from the core product construction,product configuration,providing high-quality music services,forming flexible music mode to optimize the product strategy;Through the differentiation price strategy and discount price strategy,constantly optimize the price strategy;It is suggested that Walnuti Music Tavern should start with online channels and further expand online sales channels.Optimize the promotion strategies of advertising,mutual assistance,marketing and promotion.Meanwhile,it is suggested to invite local singers to improve the brand reputation.Finally,from the formation of distinctive corporate culture,overall planning of capital management,optimization of personnel training and performance appraisal and other aspects,for the effective implementation of marketing strategy,to provide specific implementation of culture,capital and personnel guarantee.In view of the fact that music bar is a new commercial form emerging in recent years,there is not much research on it in academic circles at home and abroad.This research is devoted to field visit and research of GL Hu Tao Li Music Pub,obtaining a large number of real data,in-depth analysis of the actual demand of consumers,and based on the marketing theory to formulate the marketing strategy of GL Hu Tao Li Music Pub.The main purpose is to promote the rapid development of GL Hu Tao Li Music Pub,and at the same time,it can also play a role in the catering industry.