The Marketing Strategy Research Of Dalian Keshike Restaurant

Fast food is a product of social economic, political, cultural and social life developed to a certain stage.Life rhythm speeding up, professional women increased, unit family scale narrowing and can be used for catering activity of disposable income increases, are the main reasons of fast food industry production and prosperity.Modern fast food also derived from the 1920s in the sixties, quickly to European expansion, open a wave fast-food tide. Since then, after decades of development, world fast-food has already become more and more mature.Our's starts late.As KFC in 1987 in the Beijing opens a first branch, modern fast-food concepts are introduced to China. Since then, various favored, like McDonalds, pizza hut landed in China,and a few years time they came to be large and medium-sized in most domestic cities.In foreign snack stimulating, Chinese fast food industry has been developed rapidly and become a main domestic catering enterprises.However, overall, the domestic fast food industry enterprise most still stopover in traditional management or imitates foreign snack form, and for its strategic development, marketing methods, market environment impact such as fast food industry development factors and strategy, but'no thorough research.This paper firstly proposes Keshike's problems in marketing,and analyzes resturant's internal and external marketing environment including industry analysis,competition ability analysis,consumer analysis,enterprise resource analysis,etc.Then,according to its corporate culture and service concept,we did market-subdivision,target market selection and locked some consumer groups.Finally using service marketing knowledge,combined with porridge restaurant itself,we work out a set of suitable 7P marketing strategy,and come up with some implementing guarantees.Native Chinese fast food's development process is long and complicated.Porridge restaurant should begin from the basis and take the plan gradually until it becomes famous in Dalian. Also, the paper may bring some beneficial ideas for other fast food corporate' marketing.