| Since the establishment of diplomatic relations between China and Republic of Korea(South Korea),the economic,cultural and catering exchanges between two countries have been increasing,most Chinese people now know South Korea,Korean products and lifestyle have gradually permeated China's daily life.Moreover with the continuous expansion of China's consumer market and the continuous increase of Korean catering enterprises entering China,Chinese consumers have become a large group of Korean catering customers,and Korean food is seen everywhere in China,more and more Chinese people are enjoying Korean food or Korean brandsBesides,China is the second largest economy and has the largest consumer group in the world at present,and has the largest consumer group.With the further development of China's reform and opening up,people's lifestyles and demands are changing rapidly.Furthermore,In modern society,Chinese people's life-rhythm has accelerated,many Chinese now eat out,so World famous catering enterprises have successfully occupied a place in China.Also,as local Chinese catering enterprises continue to appear,their competitive market power is getting stronger,thereby making the Chinese catering market highly competitive.Therefore,many international catering enterprises have realized that they must change.The a lot of Korean catering enterprises moving into the Chinese catering market that are facing challenges,Competitors'pressure and great crisisBased on this background,Korean catering enterprises in order to stand firmly in the Chinese market,must adapt to changes in the local market environment.And find strategies to quickly open target markets,to satisfy the customer's diversified demandsNowadays,Chinese consumers are very interested in Korean food and beverage.However,there are few studies on Korean catering enterprises in China.Moreover,in the available literature,there is a lack of systematic analysis of marketing strategies of Korean catering enterprises.Based on this,I have chosen A well-managed Korean catering enterprise 'Mr.Pizza'to study and analyze its marketing strategy.By the end of 2017,there were 125 Korean catering chain brands in China.In the list of China's Korean catering chains with the largest number of stores,'Mr.Pizza' ranked second in the list,with 132 stores.And as Korea's fastest food and pizza chain brand,since coming into the Chinese market in 2000,In the highly competitive Chinese catering market environment,it has been striving to understand Chinese food culture,steadily increasing performance and creating its own unique pizza culture.And they have focused on the quality of products and services,enhanced the product identity,adopted the strategy of localization and diversification,and have won a relatively successful development in China's catering market.'Mr.Pizza' after adopting a localization and diversification strategy,has developed relatively successfully in Chinese catering market.This paper is based on PEST analysis model,five-force model analysis,SWOT analysis method and 4Ps marketing mix theory.For effective research,literature research,Market Research and interviews were used.This paper makes a detailed analysis of the marketing strategy of 'Mr.Pizza' understands the management environment of Chinese catering market,and summarizes its marketing experiences and enlightenment.The questionnaire includes basic information of consumers,consumption tendency,recognition of Korean catering enterprises and current situation of Mr.Pizza's 4Ps.Surveys were conducted in Hefei and Nanjing stores.117 questionnaires were collected,got the customer experience of 'Mr.Pizza'.The main findings are as follows:(1)Product category:The customer's favorite product is Pizza.They are most satisfied with taste and nutrition,consider the quality of service to be good.(2)Price category:Customers are uncertain about price satisfaction.So'Mr.Pizza' needs to re-investigate and adjust product prices.(3)Promotion category:'Mr.Pizza'offers various promotional campaigns.Discounts are more attractive to customers,promotion campaigns have been strengthened.(4)Place category:Most customers consider the restaurant is located in a prominent place and the traffic is very convenient.Especially through the 'Meituan' and 'Dianping' to get information about restaurants and foods.Finally,this paper has put forward marketing strategy suggestions:(1)Insist on high quality and develop new products:'Mr.Pizza' should adhere to the concept of high-quality management,and to provide consumers with more fresh food,enhance food safety and trust.According to the specific demands of the market,to adapt to the taste of Chinese consumers,develop new products.The products of 'Mr.Pizza' are constantly improved and upgraded to satisfy consumer demand.(2)Use price differentiation to enhance promotion:When pricing,they should consider the defrayal ability of target consumers.'Mr.Pizza' has a clear understanding of the difference between self-price and customer's price.Moreover,launching a sales campaign or group buying promotions on the Internet,should refer to the needs of the customer set up preferential price policy.(3)Actively expand marketing channels:Make full use of 'Wechat' multi-function,focus on other online sales channels,use 'Wanghong' or Live Broadcasting Platform,and cooperate with other brands in other industries.(4)Focus on customers communication:Offer a richer experience,such as provide comfortable environment,good atmosphere for consumers,enhance the management of comment etc.'Mr.Pizza' should focus on and maintain good relationship with customers. |
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