The Research Of Yoshinoya Service Marketing Strategy In Panjin Linfeng Store

The rise and decline of restaurant industry affects the development of our national economy, stimulating domestic demand and employment arrangements. However, the annual revenue growth of restaurant industry has been declined year by year since 2011.The revenue of Chinese restaurant industry was 2.5392 trillion, up 9% year on year, creating the lowest level of growth rate in the past 22 years. Under the influence of "Reasonable consumption, opposing extravagance", High-end catering market suffered a big hit and public catering has become the main force of restaurant industry. The fast food and snacks business enterprises become popular increasingly. With the continuous development of mobile internet, consumers' consumption habits and consumption patterns have changed significantly. The comprehensive utilization of software applications for smart phones, such as microblog and WeChat, took a new chance for the development of restaurant industry. Based on this situation, fast-food enterprise must change with it; duly adjust service models and marketing strategies according to the new changes of consumers' consumption habits, consumption patterns and consumer preference. Only after that can we maintain our competitiveness and achieve unwavering success.In the face of such situation, on the basis of a literature review of services marketing theory, this paper analyzes the internal and external environment of Linfeng department of Yoshinoya. According to the internal and external environment, the paper concluded the opportunities and threats Linfeng department of Yoshinoya facing and its own advantages and disadvantages. Then, on the basic of market segmentation and positioning, this paper raises marketing strategies for Linfeng department of Yoshinoya, including personnel strategies, service process strategy and physical evidence strategy based on 7Ps theories of services marketing in addition to traditional strategies such as product strategy, pricing strategy, channel strategy and promotional strategy. Finally, this paper puts forward practical assurance measures to ensure the implementation of marketing strategies:Strengthening customer relationship management, perfecting encouraging system, receiving funds and adding promotional channels of enterprise culture.The results are of importance to future development of Linfeng department of Yoshinoya and also beneficial to strengthen the marketing consciousness and marketing capability. At the same time, the results would be significant for conducting the marketing campaign specifically and enhancing the effect of the marketing activities. Thus Linfeng department of Yoshinoya could deal with the ever-changing business environment preferably and promote their competition ability.