| People have more and more choices in catering under the trend of increasingly open internationalization and current consumption upgrade.The competition has become very fierce.At the same time,consumers' requirements for catering are also improving,not only satisfying the taste but also more specific to the experience including environment,service,and other values.The penetration of the Internet into the catering industry provides a broader way for catering marketing and enables enterprises to establish closer ties with consumers more quickly.The business model based on digital operation has significantly improved the operational efficiency of enterprises,increased online promotion channels,and made it more convenient for consumers to obtain information,make online browsing and booking.The third-party platform launched smart stores,including store information,menu,order and checkout,which enables enterprises to communicate with consumers and collect data more comprehensively and conveniently while facilitating consumers,so as to make the catering better improve service quality.This paper takes SYT catering company as the research object,analyzes its marketing environment,development status and marketing strategy,conducts marketing planning for the whole operation link of restaurant products,price,place,promotion,people,process and physical evidence.Through the combination of online and offline marketing mode,make full use of online network platform to attract consumers' attention,arouse their desire to eat,the actual dining experience reaches and exceeds consumers' expectations,so that the restaurant can maintain its advantages in the fiercely competitive environment of the catering market,improve the industrial competitiveness and gain profits.On the basis of studying relevant marketing theories,this paper firstly conducted PEST analysis on SYT catering company and obtained the environment and advantages of the catering industry.Then analyze the development status of the catering industry and define the current characteristics of the catering industry.Through Porter's five forces model analysis and SWOT analysis of the competitive environment of the catering industry,the company's main competitors and major problems were obtained,and the target market and positioning of SYT catering company were obtained throughSTP analysis.Marketing strategy optimization is carried out on the basis of the company's unclear positioning,insufficient promotion,unsystematic price strategy,low share of takeaway food and imperfect personnel service process.Through the analysis of target market selection,it is concluded that the main customer groups of SYT catering company are students,middle and young people with middle income.Marketing strategy optimization includes product strategy,price strategy,place strategy,promotion strategy,people strategy,process strategy,and physical evidence strategy.It is proposed that SYT catering company should set the type of dishes and adjust the taste of base soup according to consumers' demands to meet consumers' requirements on dishes.Setting a reasonable basic pricing and discount price policies,perfecting marketing channels,taking advantage of the Internet development and the effect of word-of-mouth promotion mainly in the promotion strategy,make the quick effective restaurant promotion through the Wechat platform,Microblogging platform and the critique class platform,establish big data of consumers for consumer information management,attract consumers to choose us.Also improve the level of service and restaurant physical evidence,to ensure that the actual dining experience meet and exceed customer expectations,to realize the marketing pattern of online and offline connection,make the catering enterprises not only attract consumers to dining but also to retain customers,to better guide the operation and development of the catering enterprises.Meanwhile,guarantee measures are setting up for the implementation of the strategy to ensure the smooth operation of the marketing strategy. |
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