Changsha Daqin Authentic Catering Management Co., LTD Management Of Shaanxi Food Marketing Strategy Research

Along with our country economic development level and the gradual improvement of the residents’ consumption level, people’s food consumption habits and ideas is undergoing tremendous changes, local characteristics food gradually accepted by consumers, visible in the rapid development of the catering industry at the same time gave birth to the local characteristics food market of huge potential. In the fierce competition in the catering market, operating characteristic cate is an effective way to maintain and enhance the competitiveness of catering enterprises, but need to formulate and implement more rational marketing strategies. Has both the northern shanxi cuisine features, at the same time as easy leisure snacks in the south and the popular, can meet the demand of many at the food of the south. So this paper takes changsha daqin authentic catering management co., LTD. Shanxi food marketing strategy as the research object, USES the questionnaire survey, and the combination of quantitative and qualitative analysis, comparative analysis, literature analysis and other analysis methods, aimed at changsha daqin authentic catering management co., LTD. Shanxi food marketing strategy formulation is operational, the rationality of advice.In view of this, this article on the basis of literature research, combined with marketing, brand marketing and food and beverage marketing related theory analysis laid the theoretical basis of this article. Secondly, from the aspects of macro environment, such as consumer, industry competitive companies operating environment of the shanxi cuisine is analyzed, at the same time, through the SWOT system elaborated the company’s business in shanxi cuisine strengths, weaknesses,opportunities and threats, on the basis of investigation and comparative analysis, from the geographic segment, the population subdivision, psychological segmentation three Angle elaborated the company is the realistic basis of market segmentation, from competitors, location, consumer groups, product, image and other multi-angle analysis of the company’s market positioning; Finally on the basis of theoretical research put forward including the price strategy, product strategy, promotion strategy,brand strategy and service strategy five aspects of design, marketing strategy and marketing strategy implementation challenges, from strengthening product quality management, establish and perfect the management system, strengthening thecustomer awareness and strengthen marketing control and evaluation of the corresponding protection measures are put forward. This article research, to changsha daqin authentic catering management co., LTD., set about shanxi cuisine has a certain reference value to the marketing strategy.