The Research On Marketing Strategy Of Old John

With the rapid development of economy and society,people's dietary taste has also undergone earth-shaking changes.As an important part of the catering industry,leisure sweets,especially baking sweets,have shown a trend of rapid development,scale,diversification and brand.Leisure chain dessert stores are playing an increasingly important role in fast-paced and efficient urban life because of their convenience,professionalism and characteristic services.The new opportunity of the baking market in the Internet + consumption upgrading era is also worthy of attention.As the largest leisure chain sweets shop in Bengbu,the development of old John has a good representation.Old John Food Chain is a large modern food company which integrates production,sales,scientific research and service.Old John's early momentum of development is relatively rapid,ahead of the Bengbu market has entered the super-group cake house and Hollywood cake shop.Facing the fierce market competition,Old John,as a leisure dessert brand created by his own business,has gone through the process of sustainable development and expansion from scratch,from small to large.And how to make this brand always have vigorous vitality and growth in the fierce market competition has become a key problem that involves brand marketing strategy.Based on the background of the development of John Old,a local casual dessert chain,this paper summarizes the existing problems in its marketing strategy through a systematic summary of its development.This paper explores the development orientation and market expansion problems faced by them under the current situation,applies SWOT analysis,integrates marketing strategies with the successful experience of brand marketing of well-known homogeneous enterprises at home and abroad,and explores a new opportunity for baking industry development with the Internet as the core in the third and fourth tier cities.It is of great practical significance for Bengbu's local entrepreneurial market and entrepreneurs to create "small but fine" leisure food venture projects.