Marketing Strategies Research On Chuandao Catering Co. Ltd.

Chuan Dao Restaurant Ltd. is a corporation that is characterized with the Sichuan favoring food. As the economic development of Shenyang and the increasing need for food consuming of Shenyang citizens, which have resulted the fierce competition of the catering industry in Shenyang. Chuan Dao Restaurant has some defects and disadvantages in its business management, such as the management approaches are too simple and advertisements expenses are high, etc. All of those have become the key factors to constrain the existence and development of Chuan Dao. Therefore, Chuan Dao has to take advantage of the scientific management and modern marketing approaches to operate in order to stand out from the crowd and enhance its competition and operating performance.Firstly, the paper looks back the basic situation of Chuan Dao and analyzes the problems exited in its marketing aspects. Then the paper does some research about the actual situation, the development trend, the competition situation and the behavior characteristics of the catering consumers of the catering industry in Shenyang. After that the paper analyzes the advantages and disadvantages of Chuan Dao Restaurant,as well as its opportunity and thread in detail by SWOT analytic procedure. Finally, the paper makes sure the target consumer group to whom Chuan Dao will provide service.In order to serve the target group better and enhance their satisfaction with the corporation, the paper works out a series of practical marketing strategies on the basis of modern marketing theories. The strategies include product strategy, service strategy, price strategy, promotion strategy, internal marketing strategy and brand marketing strategy and put them into effect. The theories and researches mentioned above can consummate the marketing activities on one part, and also can provide some enlightenment and reference on the basis of those theories for this industry.