Research On The Influence Of Young Consumers' Catering Consumption Behavior On The Younger Marketing Strategy Of Catering Brands

With the development of China's economy,consumption upgrading promotes industrial upgrading,fosters new supply and new power,enhances service experience,and raises a wave of China's consumption upgrade.At the same time,China's consumer market and consumer groups are changing more and more.Due to different lifestyles,the differences in demand between groups are becoming more and more obvious,and more segments of consumer groups are spawned in the commercial market.Under this background,the development of the catering industry is accelerating,the catering market is gradually growing,and the catering industry is playing an increasingly important role in economic and social development.Young consumers have become the absolute main force of catering consumption,and the proportion of young consumers is getting bigger and bigger.Embracing young people is the trend of corporate brand development.Based on this background,this paper studies young consumers' consumption behaviors and helps brands develop young marketing strategies that meet the needs of young consumers.Based on the research on catering consumer behavior and brand marketing theory,this paper studies the consumption behavior of young consumers in Beijing after 95.This study conducted a survey and analysis of demographic characteristics,catering consumption decision-making behavior,purchasing behavior characteristics,brand advertising attitudes and marketing preferences of post-95 college students in Beijing.Based on questionnaires and interviews,Beijing 95 was analyzed.After the students' consumption characteristics of young consumer catering,summed up the inspiration and suggestions for the young marketing of catering brands,the brand should establish a comprehensive catering brand experience marketing strategy: product as the core,innovative products,create product experience selling points;from the brand In terms of image,telling the brand story to express emotions,convey lifestyle,and build brand culture;from the catering environment,create a theme atmosphere experience,create an immersive dining space;in the marketing content,leverage content IP cross-border marketing,trigger emotional resonance In the business model,the whole link online and offline integration of the new retail business model;the use of high-tech to lead the new wave of food experience,create an intelligent,self-service dining experience and other perspectives to establish a stable brand service experience to occupy young consumption The mind.