Goods Court Restaurant Marketing Diagnosis And Countermeasures

Ever since the appearance of human beings, catering has been anecessary activity for the subsistence of the people. No matter howadvanced the society is and how far the development of human beings has,the catering places an important role in the human life. Thus all of thesehave helped create a long and centuries-old history of catering industry.In view of the whole history of catering industry, it is not only the historyof food development, but also the civilization history for human kinds.Catering industry is a rising industry with a quick marketing developmentin China. According to the statistical data of national industrial sectors,catering industry has become a backbone industry for the development ofnational economy in recent years, and is a new attracting sector innational industries. With the development of social economy, the substantial livingstandard of the whole society is being improved rapidly. The competitionin the catering industry has become ferocious in recent times. BeijingPinge Restaurant is a newly built catering company with a history of nomore than two years. The Pinge Restaurant is typical for its dishes fromSichuan and also with some common dishes of Beijing. As is known toall, there are numerous restaurants with Sichuan dishes in Beijing, andthus the business and development of the Pinge Restaurant is not veryoptimistic. The internal management is troublesome, especially theabsence of marketing ability and marketing system has become theimportant factors for the development of the Pinge Restaurant. In the complex and changeable marketing environment, the mainsubject of catering industry marketing is to take effective marketingmeasures, and its substance relies on making full use of all kindsmarketing opportunity and carrying on various marketing activities tokeep up with the development of competition environment. Themarketing activities include market analysis, market positioning,marketing mix, and so on. The reasonable marketing strategy can be fullused to strengthen the competition power for the Pinge Restaurant thusimproving its marketing occupancy and profit. The final objects ofcatering industry management is to control all the factors, which can becontrollable or uncontrollable, and coordinate the exact business ofcatering company thus getting a win-win condition for the company,customers and society. After making a review of the whole character and developing trendof catering industry in China, the paper conducts a deep analysis on theproblems and difficulties in the period of its development of BeijingPinge Restaurant. On basis of analyzing its operation, the paper discussesthe competition environment, marketing positioning and exact marketingstrategy of Beijing Pinge Restaurant, and make a feasible and reasonablemarketing system with the help of 7Ps marketing theory. In the end, thepaper puts forward some suggestions for the new marketing strategy.The paper analyzes and solves the problems that exist not only themarketing strategy, but also the other functional sectors which haveeffects on the marketing strategy, such as the organizational structure,production, research and development. The method used in this paper haschanged the traditional research mode that can be described as "to cure apatient where there is a problem". The new method is implied to improvethe whole managerial system for Beijing Pinge Restaurant and is helpfulfor the realization of the ideal marketing strategy. The research andthinking for the catering industry will definitely help to improve themarketing activities for the Beijing Pinge Restaurant itself, but also offera reference for the marketing management of the catering industry.