Research On Marketing Strategy Of Thai Catering Enterprise In Hefei City

The rapid development of China's economy and the implementation of the policy of opening to the outside world.China has become an international open and inclusive metropolis.With the increase in the number of people from all over the world who come to China to travel or live,various cultural habits and eating habits are also blending here and more and more exotic foods are also pouring into China.With the rapid development of China's catering industry the improvement of people's lives and consumption levels,Thai cuisine has begun to enter the Chinese market and enter the field of Chinese food lovers.In China,the audience of Thai food and beverage belongs to the middle class.China's middle class population accounts for about 20%of the total population.It is predicted that China's middle class population will increase to 600 million in 2020,and Thai food and beverage enterprises will develop in China.The prospects are very good and there are also successful corporate models.For example,Banana leaf restaurant in Guangzhou is the first Thai restaurant opened China in 1995 has achieved certain results in the Chinese food and beverage market.At present,there is a few famous Thai restaurant chain brands in China,so there are few studies related to the marketing strategies of Thai food and beverage companies in China.Marketing strategy can give full play to the advantages of enterprises and enhance their competitiveness.It is an important part of formulating strategic marketing plans for enterprises.Based on the understanding of the actual situation of Thai catering enterprises in Hefei,this paper uses the questionnaire survey method to analyze the current marketing strategy of existing Thai catering enterprises in Hefei based on SWOT theory and 4Ps theory,combined with Hefei's economy,culture,environment,etc.Background,discover problems and make their own suggestions to provide marketing strategies for the Thai catering enterprises in Hefei.This article consists of six chapters.The first chapter is introduction about which includes the background of the research,the significance of the research,the research methods,and the research content.The second chapter is based on the summary of PEST,SWOT,4P's theory and combing the research status at home and abroad.The third chapter analyzes the political legal environment,economic environment,social cultural environment and technical environment according to the basic theoretical knowledge,and analyzes the Thai catering enterprises in Hefei by SWOT method including the analysis of the strengths,weaknesses,opportunity and threat analysis of Thai catering enterprises in Hefei.The fourth chapter is the status quo of the implementation of marketing of Thai catering enterprises in Hefei City and the analysis of existing problems.Firstly,through the understanding of the general situation of Hefei catering market according to the data of questionnaire survey,the current situation of marketing of Thai catering enterprises in Hefei including Product,Price,Place and Promotion,combined with the results of data analysis to explore possible problems.The fifth chapter is based on the analysis of the previous chapters and proposes the optimization strategy of the market strategy for the problems of Thai catering in Hefei.The sixth chapter is the conclusion.According to the previous research content summarize the importance of marketing strategy to the Thai catering enterprises in Hefei.The subject of this paper is the analysis of the status quo and problems of the marketing strategy of Thai catering enterprises in Hefei.For the purpose of research,the questionnaire is distributed to the real consumers of different Thai restaurants in Hefei.The questionnaire included consumers' awareness of Thai restaurants,the popularity of Thai restaurants in Hefei,the survey of product,price,place and promotion in Thai catering companies in Hefei and the consumer's propensity to consume and consumers.The results of the survey showed:(1)Products;Thai food representative hot and sour soup(Tom Yum Kong),Thai curry rice is popular,nearly half of consumers accept Chinese and Thai combined taste,and corporate services expertise,response Speed,perception of consumer demand needs to be improved(2)Price;most consumers think that the price of Thai restaurants in Hefei is reasonable,and the package discount for Thai restaurants depends on the situation.(3)Promotion:Consumers responded to the promotion activities of Thai catering in Hefei City.The respondents expressed the hope that they could have more choices in group purchases and discount promotions.(4)Place;Hefei Thai restaurants are not well-known,and there are not many channels for consumers to obtain information.Consumers use mainstream web application APP to obtain information.Online shopping and take-out methods are also an important way for respondents to consume.