Research On The Marketing Strategy Of "Fengjiyuan Wula Manchu" Hot Pot Restaurant In Jilin City

In recent years,China's service industry in the national economy accounted for the rapid growth in 2013,China's service industry has become the largest industry in 2015,the service sector accounted for more than 50%,accounted for 51.6% in 2016,in the future will reach about 70%,while the catering service industry is one of the "pillar industry",is expected in 2017 about growth in the catering industry 11%,the annual income will break 4 trillion yuan,the market will have a bright future.The development of Jilin city located in the tourism and cultural city,in the future will vigorously develop the tourism industry,Jilin city is rich in ice and snow tourism resources,the winter diet especially local characteristics attract outside visitors,Ural Manchu minority characteristics as Hot pot diet,there is a great market space for development,but the product has certain homogeneity,its marketing needs more a variety of marketing strategies to achieve its unique brand value.Through in-depth study of Feng Ji Yuan Hot pot shop marketing strategy in Manchu,through the analysis of market research and other means,hope that through the study of brand positioning,product and service quality,sales strategy and channel etc.,so as to help Feng Ji Yuan ural Manchu Hot pot establish brand shop,the leading position of enterprises in Manchu lay Ural Hot pot Jilin City,to create greater benefits for the enterprise at the same time,to further promote the development of the local tourismThis paper takes Jilin city Feng Ji Yuan ural Manchu Hot pot shop as the research object,find the practical basis in the marketing theory,and through investigation and random 200 copies of questionnaire data do support,through the combination of theory and practice,STP product positioning analysis,design a specific marketing strategy combination 4Ps Jilin city brand to seize the market the Manchu Ural Hot pot including,product design,brand building,the main source location and expand sales channels,to help the enterprises to establish the local brand advantage,has become a banner of the local tourism special snack.In conclusion,through the combination of theory and practice,this paper sums up and summarizes the marketing problems of Feng Ji Yuan uran nationality chafing dish shop at this stage,and puts forward some corresponding suggestions,so as to set up an advantage for the store to establish a brand and seize the market.