Transit Catering Company Differentiation Focus Strategy Study

Zhongtian Dining Company is a new star in hotpot industry in Shanghai. Under fierce competence in hotpot industry in Shanghai, how to grow quickly and sustaining is the urgent problem to solve foe Zhongtian Company.Having analyzed hotpot industry in Shanghai, based on competence theory, the paper thinks that brand competence is the core of competence in hotpot industry in Shanghai. Those companies which brands are welcomed by consumers will survival in market in the end. Many dinging companies have realized their growth.The key to brand competence is differentiation. Homogenization in dinging industry makes competence in hotpot more fiercely. According to its characteristic and competitors'condition, Zhongtian's brand opposition is to become the first brand in middle grades in Shanghai by the virtue of differentiation strategy.In order to realize its brand opposition, Zhongtian Company should implement concrete strategies. According to 4P theories in marketing and service theory, combined its strengths and weakness, Zhongtian Company should take "product differentiation" "price differentiation", "place differentiation", "service differentiation" strategies. These differentiation strategies can make Zhongtian company more specially and keep on growing in fierce competence. Certainly, these strategies will make Zhongtian Company succeed in the long run.The paper not only gives Zhongtian Company a strategy development plan but also supply a reference to similar companies. At the same time, the paper can enrich and deepen competence theory in China.