The Marketing Strategies Of Chaofan'er Fast Food Restaurant

Nowadays,The Post-80 s and 90 s generations become the main consumption force of catering market,which makes China's fast food industry become popular.With the prevalence of“Lazy Economy”,“Ele.me”,“Baidu Waimai” and “Meituan.Com” and other food delivered APP came into being,and helped the development of Chinese fast food industry.Meanwhile,we also find that Chinese ideas on fast food consumption are changing.The situation of Chinese fast food market is different from before,the market share of Western fast food is decreasing day by day,while Chinese fast food is on the upward trend.At the “Internet + Fast Food” era,all people can set up shops and all houses can be the kitchens.It's easy to startup a fast-food restaurant,which leads to the rapid development of the fast food industry and the amount of accumulated shops in the short run is enormous.At the same time,the actual situation on fast food restaurant is hard to check,and it lacks of government supervision.All these make the fast food industry often appear those problems: adulterated ingredients,insanitary production process,the use of non food lunch boxes and slow delivery etc.With the enormous potential and problems existed,we opened Chaofan'er Fast Food Restaurant in Harbin in June of 2016.Offline,customer can dine in the bar,and online,we cooperate with food delivered APP to deliver food.We strictly demand the quality from the choice of ingredients,cleaning,cooking to meal delivery and make full use of central kitchen,Internet and food delivered platform to reduce rental and labor costs.WeChat,Micro-blog and other social media software as advertising platforms,we on the one hand do fast food sales promotion,on the other hand,show consumers security assurance of our food.One years operating we have gained a lot and accumulated a lot of quality customers and achieved a sustained profits.But in recent months,fast-food sale volumes have encountered bottlenecks and the performance are hard to be improved.The next step of the development of the Chaofan'er has become a problem that needs to urgently study and solve.The paper focuses on the market strategies of Harbin Chaofan'er Fast Food Restaurant.On the basis of SWOT analysis,combined with its own strengths and weaknesses,opportunities and threats,the paper makes a market segmentation of Harbin Chaofan'er Fast Food Restaurant,determines its target market,and finally makes its market positioning,and then designs the main marketing strategies combining of product strategy,price strategy and channel marketing strategy,which centering on developing of Harbin universities markets.Hoping that through this planning program,it can help Harbin Chaofan'er Fast Food Restaurant stand out in the future marketcompetition,and gradually occupy all kinds of fast-food market,meanwhile,provide reference for other similar enterprises.