Marketing Strategy Case Study Of Yoshinoya

China's reform, opening up 30 years, the restaurant industry growth of more than 200 times, consumer food consumption demand growth in China be pulled the important strength. Since 2010, China food into the golden period of development, and to the big cities including Beijing and developed regions as the center, gradually to spread across the country, and gradually into a mature stage of development.Yoshinoya as the world's biggest Japanese fast-food chain brand, entered the China have also made after rapid development. In the process of development, especially in today's fast food chain the increasingly intense market competition, Yoshinoya brand also exposure out some problems. Annual sales growth and reduce the number of guest, customer satisfaction began to fall. This paper, from the house of Yoshinoya brand in the process of the development of the existing problems, through the use of "market segment" "target market selection" "brand/product positioning" "4 P marketing strategy" marketing theory analysis, Yoshinoya brand for finding the right home the difference of the position, and from product, price, promotion, adjusting Yoshinoya brand marketing strategy.This paper is divided into four parts, the first part of the introduction, this paper introduces the writing purpose, significance, the technical route, etc.. The second part is the case, this paper introduces the company, JiYe home brand's basic situation, such as industry background information description, brand development problems. The third part is the case analysis, main is to use marketing theory to appear in the brand development problems are analyzed. The fourth part is Suggestions, through the theoretical analysis of before, and draw the conclusion that the specific method to solve the problem. The Yoshinoya brand positioning in "beef rice secret makes expert", in focus "beef rice new ways to eat", and on the basis of implementing "product category diversity," combining the product development strategy. And the price of the existing standard system to adjust the promotion model, to ensure the healthy development of the brand, bring the company more sales and profits.