Research On The Management Strategy Of Small Restaurant In Universities

The small restaurants around the universities have been an important part of the university’s peripheral trade. They enrich the campus life and promote the prosperity of universities’ surroundings. The small restaurants around the universities face increasingly fierce competition. Undoubtedly, the operation and development of these restaurants are affected by the surrounding environment. How to make special product strategies and improve the management level effectively are significa nt issues faced by small restaurants around the universities.University students, who have high academic qualifications and low consumption ability, are the main service group of the small restaurants around the universities, and these characteristics make these small restaurants around the universities be different from the restaurants around the commercial district in the city center. Therefore, small restaurants around the universities have to work out their own business strategies. Up to now, there are extensive studies concerning top-grade restaurants. However, the study concerning small restaurants around the universities is still very rare. Based on this point, this paper choose the small restaurants around the universities as the research object and try to analysis the common problems faced by the small restaurants around the universities. In addition, this paper selected A restaurant near North C hina Institute of Science and Technology( located in Sanhe city, Hebei province)as a typical case, using spot investigation method, questionnaire survey method, interview method and so on. This paper make a detailed analysis of A restaurant, basing on the marketing theory and using PEST analysis model, SWOT analysis model and Porter five- forces analysis model. Considering the characteristics of A restaurants and the consumption of the university students, this paper suggests using product- mix strategy, pricing strategy, promotion strategy and marketing channel strategy. Besides, safeguard meas ures of the business strategies are discussed at the end of the paper.