Research On Marketing Strategy Of Nanchang Han Na Roast Barbecue

As in recent years the rapid development of our country economy,people life level increased significantly,dine out demand increasing,prompted catering industry of our country grows vigorously,the species diversity of catering industry and market characteristics of low barriers to entry,make it hard for China's catering enterprises to form characteristic brand,attract the consumers for a long time.At the same time,the concept of mass consumption is also changing,and people's eating out demands more rationalization and service.In addition to the basic needs of taste and environment,consumers pursue quality,brand,health and innovative features,which leads to the long-term development of catering enterprises.Nanchang Hannashan barbecue restaurant has been established so far,with the Korean style barbecue catering as the main products to attract consumers.Based on the study of the internal conditions and the external environment of the marketing development of Hannashan barbecue restaurant,firstly,this paper analyzes the STP strategy of its marketing development.Secondly,design the marketing mix strategy suitable for barbecue restaurant: The product strategy is by optimizing the product mix,update,menu design,rich product category and speed up the development of new products to enrich the content of the tangible products,by improving the store environment,pay close attention to and standardize the service personnel and service process to improve the effect of service product.The pricing strategy is to make the price of barbecue products more acceptable by updating the pricing of new products,pricing of product mix,adopting psychological pricing strategy and price discount.The marketing channel strategy is to increase the customer quantity of the barbecue restaurant by combining the restaurant's stores with the network,perfecting the social platform and the marketing means of group purchase and takeout.The promotion strategy is to carry out advertising and sales combination promotion,service personnel promotion,brand culture promotion to improve the quantity and quality of sales.Finally,to ensure the successful implementation of the above marketing strategy combination,the following safeguard measures are proposed: First,marketing team guarantee,organize Marketing Department,optimize marketing execution process;Second,it is the corporate culture guarantee,shaping the product image and restaurant culture of the barbecue shop,and improving the relevant rules and regulations of the enterprise;Third,human resources guarantee,perfect personnel training system and performance appraisal mechanism.