Research On Marketing Strategy Of Shield Barbecue Of Chuanqi Company In JiLin

Since 2012, with the development of Internet technology, the development mode of China’s catering industry is facing a new round of "reshuffle", catering workforce in China in recent years is more and more, the threshold of the catering enterprises is more and more low, As catering enterpriseswant to run further, the difficulty of the formation characteristic brand is bigger and bigger.Chuanqi grassland chain catering culture company founded in 2005, focused on food industry growth for 10 years, with the continuous development of company franchise chain pattern,The company is currently the most growth in the northeast of chains.The company is “in the Supply chain + delivery + chain management industry chain "as the core to build cultural characteristics of China’s catering industry brand,It is in the development process of the restaurant service that the bottleneck problems for instance:overall level is low, service process standardization level is low, sales channel is relatively single, chain system is not sound, the prairie barbecue brand image recognition of the public is nothigher.Chuanqi grassland chain catering culture company barbecue shield of large East Gate outlet as a model shop, was founded in 2009, it has been adhering to the concept of the company’s vigorous development in jilin city for 6 years.but in the process of development,the resturant has some problems that is the low level of service as a whole, the lower level of the standardization of service process, service personnel overall quality is not high, sales channel is relatively single, combined with the mobile Internet technology is not tight, chain system is not sound, the prairie barbecue brand image recognition of the public is not high.Through the market survey analysis results,based on service marketing 8 p and STP as theoretical basis, subdivide consumer market of prairie, position prairie target customer groups and carry on the corresponding market positioning, and from the product, price, channel, promotion, personnel, service process, tangible demonstration, efficiency and quality of several aspects in order to solve the prairie existing problems and put forward concrete solving strategies.According to these existing problems, through the study of the internal data prairie barbecue cable outlets, with the help of questionnaire and in-depth interview methods such as qualitative and quantitative analysis, PEST analysis method from the political environment, economic environment, social and cultural environment, technology environment four aspects to analysis the macro environment of grasslands, and then through the analysis of prairie internal operation, the existing on the market competitors and potential competitors and present the consumer demand of the micro environmental analysis, SWOT analysis was carried out on the prairie,and according to the analysis of the market research, on the basis of the service marketing of 8 p and the STP theory, the prairie consumer market segmentation, positioning prairie target customer groups, to carry on the corresponding market positioning, and then from the product, price, channel, promotion, personnel, service process, tangible demonstration, efficiency and quality in order to solve several aspects, such as prairie existing problems to put forward concrete solving strategies.Specific solution strategies are as follows: through the establishment of network marketing channel to further introduce mobile Internet network and electric business platform in the application of prairie transformation development process;Through the prairie service process reengineering, the introduction of information technology service management model, to further improve the standardization degree of the catering service;Through the prairie service supply and demand management, adjust the prairie relationships with suppliers, to strengthen the cooperation with suppliers.Adjust the relationship of prairie with customers, improve the prairie customer recognition and consumption frequency of prairie;Strengthen the construction of prairie of service brand, and improve the prairie brand visibility and influence;Through the improvement of the service management, strengthen the management of the customer,to further improve the prairie customer service satisfaction, improve the service level of expectations and the overall quality of service.At the same time, in order to ensure the strategy implemented, prairie needs to strengthen the construction of prairie internal service team, through building a high level of service team, to lay the foundation of improvement of service quality for the whole; prairie needs to perfect join system, through the establishment of efficient joining mechanism, provide powerful guarantee for the further expansion of prairie chain; prairie needs to build enterprise culture, through building the core of enterprise culture, to provide for the construction of prairie brand cultural security;Prairie perfects the rules and regulations of the enterprise, through perfecting the prairie crisis management system and rewards and punishment system, to provide institutional guarantee for stimulating employees, promote the further development of prairie brand.