Analysis On Marketing Strategy Of Taiyuan "He Kee Rice Noodles"

Analysis on Marketing Strategy of Taiyuan"He Kee Rice Noodles"With reference of status that there is not yet Rice Noodles improved by Northeast people in Taiyuan fast food market, Shanxi Province, the paper proposes to establish enterprise named as Taiyuan"He Kee Rice Noodles", running rice noodles in Taiyuan. Taiyuan"He Kee Rice Noodles"as enterprise, takes obtaining maximum profits as her fundamental starting point, introducing Changchun Characteristic rice noodles as her featured products, learning from the model"He Kee Rice Noodles"with great reputation in Changchun. Taking Shanxi University of Finance and Economics as the first pilot enterprise in Taiyuan market, Taiyuan"He Kee Rice Noodles"will make efforts to get a firm foothold rapidly in Taiyuan fast food market and expand business step by step. Compared with the strategic method of"Countryside Surrounding City", the Taiyuan"He Kee Rice Noodles"starts from campus and enters ordinary living of Shanxi residents with Changchun featured rice noodles, eventually occupies Shanxi market and lays foundation for building distinctive star enterprise in Shanxi.By using SWOT Analysis in Strategy Theory and 4Ps in Marketing Theory, the paper makes completely demonstration and analysis on various aspects of Taiyuan"He Kee Rice Noodles"such as site selection, pricing, operation modes, sales promotion etc., in order to provide theoretic supports on successful development of Taiyuan"He Kee Rice Noodles". The innovation of the paper is of enriching marketing instruments and localization of products in research on enterprise operation practice. Being more specific in marketing instruments, based on full-time undergraduates should get their monthly national subsidy by being recharged into pre-paid meal card and pay bills through this kind of card, the paper suggests cooperate with Shanxi University of Finance and Economics authority and bring in pre-paid meal card system to service customers by greatest extend. For the human resources, tries to unite with school authority, sets Taiyuan"He Kee Rice Noodles"as one of the work-study sites and makes undergraduates as part-time waiters to cope with rising cost of HR. In the basis of sufficient study on undergraduates'living style of Shanxi University of Finance and Economics, the paper proposes to build online shop as complementary with physical store for each other to enrich ordering ways. With the psychological phenomenon that target customers have lower value orientation of rice noodles shop, it is planning to increase rice noodles'added value by adopting mature standardization of service of western fast-food industries, such as KFC, McDonald's etc. Combination of Yunnan Bridge Rice Noodles from south China and local flavor in north China has made Changchun characteristic rice noodles successful, reducing oily, add more hot pepper and sesame oil and side dishes, especially dried preserved bean curd. The mellow and chewy dried preserved bean curd and the smooth and soft rice noodles make Changchun rice noodles indeed complement each other. Comparing with the first combination, the writer hopes that through the paper's discussion on attempting to make second combination of Yunnan Bridge Rice Noodles with local flavor in north China, to produce Shanxi style rice noodles, and provide feasible reference for local characteristic food occupy to broader national market. Taking Shanxi local eating patterns into consideration, it is suggested that to add vinegar, vermicelli, potato and etc. to ameliorate Taiyuan"He Kee Rice Noodles". One of the paper's features is it has summarized operating characteristics through plenty of writer's and people's consumption experience surrounding the campus, and by horizontal comparison to provide strategy and suggestion to promote featured marketing of Taiyuan"He Kee Rice Noodles"in the campus.Through analyzing internal and external conditions of Taiyuan"He Kee Rice Noodles"and competitors, the paper elaborates distinctive marketing strategy based on target marketing, in order to illustrate huge entreprenurial opportunities and promising prospective of Taiyuan"He Kee Rice Noodles".