The Study Of Yong He Da Wang's Marketing Strategy Based On The Theory Of 4R

China has a long food culture, is famous of eating in the world. Since the reform and opening-up, China's catering industry have developed rapidly, average and annual double-digit growth remain. by 2009, the national catering industry turnover reached 1.7998 trillion yuan, accounting for 14.4% of the total retail sales of society, the restaurant industry has become the support of national economic development is an important part. But in China, although look food market of Chinese style food and beverage in the total amount of dominant, but single enterprise is concerned, either from the turnover, branch number, or marketing idea can and western-style food on compared. Therefore, how to find out the gap between Chinese food and Western food, to find a way consistent with the development of Chinese catering characteristics, whether in academia or road in business are very popular topic.This paper based on this consideration, to use 4R marketing theory, chain management theory as a foundation, in combination with the actual situation of Chinese food, using the theory and empirical research to combine together, deduce and summarized study way, the unity of the catering industry of our country comprehensive research and make improvements. The paper frame is as follows:the first part of this paper, focusing on the research background and significance, research methods and research status of both at home and abroad in this paper. The second part, through a large number of literature of access to the marketing theory, and chain management theory is detailed exposition. The third part of our country at first, the restaurant industry's overall development were analyzed, and then use Yong-He-Da-Wang as an example, through SWOT analysis and other methods to the Chinese restaurant chain enterprise operations of the further research, the fourth part, on the front of the research content, based on the theory of 4R Yong He marketing strategy of Yong-He-Da-Wang put forward some improvement strategy. The fifth part of the study, the full text summarizes the follow-up work, and a prospect.