J Restaurant Chain Business Strategy Research

As an important pillar industry of China's economic development,the catering industry has become more and more important in the service industry. It plays an important role in implementing the strategy of "supply side" reform and "mass innovation and Peoples business". With the development of the society and economy,consumers' demand for material culture has been improved, which has brought new demands to the comfort, popularity and commercial consumption of modern catering industry. With the expansion of the industry and the growing importance of food safety issues, the Chinese government has also introduced a number of laws and regulations to regulate and guide, trying to promote the rapid and healthy development of China's catering service industry. Based on the above understanding, to seize the restaurant industry in the expansion of market competition in the development of the situation,especially in the marketing strategy on the issue and the corresponding countermeasures, has obvious practical significance.J restaurant chain is the new entrants into the chain of catering business, mainly operated by the project is a Chinese-style dinner chain. According to the current development situation, Chinese food chain industry is still in rapid growth stage, the market is not yet saturated, the potential is huge, the current competitive intensity is actually lower than the average level of the catering industry, the chain of form and rapid development in the industry, Preemption share provides a good model. In this paper, the marketing environment and internal conditions of J Company are analyzed in detail. The SWOT analysis tool is used to analyze the marketing strategy of J Company, and the deficiency of J Company's existing marketing strategy is pointed out and the corresponding suggestions are put forward.This paper argues that J company should adjust and optimize the marketing strategy from several dimensions,such as product, price, channel, promotion,personnel, tangible display, process and so on. At the same time, the security system of this strategy is also expounded.The innovation of this paper lies in the fact that there are not many literatures on the marketing strategy of chain catering enterprises, and the degree of concern is not enough, especially for the marketing of small and medium-sized restaurant chain enterprises entering the market.