Analysis Of Chinese Fast Food "Super Yixing" Marketing Strategy

With the deepening of China's reform and opening up,the rapid development of economy and the acceleration of the pace of life,people's consumption level and standards have gradually improved.This not only brings great impetus for the development of the city,but also brings opportunities for the development of Chinese fast food enterprises.However,the Chinese fast food has not achieved the rapid development imagined,the growth of turnover has not brought the majority of Chinese fast food enterprises higher income or enterprise visibility.Facing the huge market,how to grasp the pulse of The Times,for the Chinese fast food to seek a better way of marketing,improve the competitiveness of Chinese fast food,open the market of Chinese fast food,is the problem discussed in this paper.This paper mainly takes the old Jinan Chinese fast food restaurant "ChaoYixing" as an example,using the five forces model analysis method to analyze the Chinese fast food industry participants strength comparison;using SWOT analysis to analyze the advantages and disadvantages of Chinese fast food enterprises as well as the internal and external environment.Through case analysis,we can grasp the status quo and future development trend of Chinese fast food enterprises more accurately.In this paper,through the field investigation of representative Chinese fast food enterprises around jinan and the interviews with the middle-level staff of the ChaoYixing fast food enterprises,the author obtained first-hand information and understood the deficiencies and problems in the existing marketing methods of Chinese fast food restaurants.According to the analysis,the paper finally concludes that build the core competitiveness of products,development of special products is the key to retain customers,through creating distinctive catering brand,provide personalized service,the reasonable use of pricing strategy,the appropriate marketing channels,a variety of promotions and the way of network marketing,can promote Chinese fast food a full range of open markets,raise the competitiveness of the enterprise,so as to better promote the development of Chinese fast food enterprises.