The Research On Optimizing Marketing Strategy Of Niu Huang's Restaurant

In recent years,China's economic development has been accelerating,the catering industry has achieved rapid development,has become an important driving force for national economic development,and has made significant contributions to China's socialist economic development.Because of the particularity of catering industry and the sufficient market demand,it can maintain rapid development,but it also faces fierce competition.How to maintain the rapid development of catering enterprises,and how to make catering enterprises in an invincible position in the cruel competition of small profits? This is a major problem facing us.At the same time,due to the serious homogeneity of products or services provided by catering enterprises,the analysis of marketing of catering enterprises is the key to success,and it has a very important role and significance in the study of market strategy optimization of catering enterprises.Drawing on the management theory and advanced practice of marketing in catering industry at home and abroad,this paper analyses the industry environment and development status of Niuhuang Ji Catering Management Co.,Ltd.and summarizes the main problems existing in the marketing of Niuhuang Ji Catering Management Co.,Ltd.Combining with the resource strength of enterprises,this paper uses STP theory analysis method to subdivide,select and locate customers,and determines multi-brand marketing strategy according to the characteristics of target market.The SWOT analysis method is used to analyze the weaknesses,strengths,opportunities and threats of its development.At the same time,optimization strategies are put forward according to 4P theory.The specific contents include: product marketing strategy,product price strategy,product channel strategy and promotion strategy.Finally,the paper puts forward specific improvement suggestions on the safeguard measures and implementation methods of Niuhuang Ji's marketing optimization strategy,in order to improve the management level and competitiveness of Niuhuang Ji catering company itself.