Research On The Management Strategy Of The Railway Dining Car Of The Face-to-face Catering Company

The railway business dining car industry is fully competitive in the market,can not meet the demand that changes passengers differentiated and high-quality and timely supply and demand situation,it will cause the structural imbalance,resulting in the downturn.Face-to-face Catering Company entered the field of railway dining car management in 2011,and there were some problems such as low service efficiency,low customer satisfaction and declining profit space.In order to adapt to the changing market situation,Face-to-face Catering Company need to find deficiencies in their own business,starting from the effective demand of mining customers,develop effective business strategies to better serve customers.Based on the related business strategy for the Face-to-face Catering Company,it has a direct guiding role for the transformation and strengthen the service consciousness and management business model upgrade,also conducive to maximize customer satisfaction and achieve business benefit.This research method is based on the combination of qualitative and quantitative analysis,theory and empirical combination,Face-to-face Catering Company as a case study,from the operating situation,analyze problems and develop solutions.Through the research,this article carries on the management strategy plan from three aspects.First,Face-to-face Catering Company need to focus on market segments,with market segmentation and positioning to identify effective customer base.Through the diversification of service patterns and differentiation,the service resources of poly coking,in order to enhance the market segmentation,customer satisfaction maximization.Second,Face-to-face Catering Company to implement marketing mix strategy.In the product strategy,we first need to improve food quality,meet the effective demand of passengers in the service quality,the second extension services,open up new markets in the dining car business content,at the same time,we need to scientifically design the dining car dining environment.In the price strategy,based on the rich dining level,different prices are set for different packages,and the diversification of the price is realized.The operating cost is reduced under the condition of ensuring the quality of products.In the channel strategy,the development of convenient channels,through WeChat,APP and other scientific and technological means to shorten customer service distance,strengthen self media publicity.In the promotion strategy,carry out preferential activities,through promotion,promotion means to mobilize the enthusiasm of consumer spending,strengthen public relations construction.Third,Face-to-face Catering Company to implement brand management strategy,we need to establish brand awareness,through the brand image to enhance the core competitiveness of enterprises.At the same time,strengthen brand alliances,with strong brands to enhance their visibility and influence.In order to guarantee the implementation effect of the management strategy,it is necessary to strengthen the reform inside the enterprise.First,to establish a perfect management service system,design a scientific integrated management system,and realize the innovation of the management mode of the Face-to-face Catering Company.Second,strengthen the implementation of internal training mechanism,strengthen staff incentive mechanism implementation,and further improve the Face-to-face Catering Company training incentive mechanism.With the reform of the railway transportation mode,the management status of the railway dining car is becoming more and more difficult to meet the needs of the reality.Limited by the system for a long time,the operation of the railway dining car has been lack of penetration of the market-oriented management concept,and there is no mature scheme for reference before.The marketing management of the marketing theory,market positioning theory,service marketing theory,to solve the problem facing the reality management benefit catering company railroad dining car is not high,has certain innovation.The research of this paper has some ideas and implications for the future exploration of this field,and also has certain reference value for the management of railway dining car operators.