Catering Enterprises Marketing Strategy Research

In recent years, the importance of catering enterprises in the national economy has gradually aroused the public attention. Therefore, marketing strategy associated with food and beverage enterprise became the focus of the enterprise management. Food culture is closely related to the development and historical change of the country as well as the ethnic customs inheritance, Chinese cultural element in food consumption resonate customers easily. Therefore, the enterprise should try to find the cohesion point of products, service, and the brand with Chinese culture, increase the added value of brand, and effectively enrich the connotation of the catering brand by considering the cultural factors in the marketing activities. Food culture is a habit and also a culture which formed gradually from the development of a state and an ethnic group. China has a long food history, and it reflect the connotation of lots of aspect including food quality, aesthetic experience, emotion activity, and social function. The catering industry is typical of service industry which combines tangible product and intangible service.The unique cultural tradition and feature determine that cantering industry must focus on brand building and enterprise culture. Catering industry also need to improve competence by effective culture promotion. In modern market-economics, marketing has already become a powerful tool which caters consumer’s demands, set up the enterprise differentiation advantage and improves enterprise’s core competence. With deep cultural origin in the catering industry, reasonable choice of marketing strategies and active effect of cultural factor have a positive effect on operating activities. It also help to arouse the consumer’s demands of enterprise’s product and win consumer’s brand loyalty, which make enterprise, keep its position in fierce market competition.After10years development. Inner Mongolia little sheep catering chain Co., LTD has been no.l local enterprise in Chinese catering market. However, compared with western carting enterprise like YUM, Inner Mongolia little sheep is still far behind on many aspects, such as management level of enterprises, capital market and ability and market layout (see chart3). There is still long way to go for Inner Mongolia little sheep to become the outstanding catering chain brand in China.Base on literature review and interview, this research analysis brand marketing strategy and problem which catering industry is facing through case study of the Inner Mongolia little sheep catering chain Co.? LTD. This research focus on Inner Mongolia little sheep’s enterprise development strategy, capital operation pattern, the enterprise management and supply chain management.