The Research On Marketing Strategy Of Beijing Big Catering Management Co.,Ltd.

Since the reform and opening-up,the catering industry,one of China’s traditional service industries,has developed by leaps and bounds.Its amount has improved from less to more,its scope has evolved more and more widely,and it even has had its own brand strategy.All of those reflect the changes to the catering industry with the times.With the entry of foreign catering brands,the external environment and internal conditions of Chinese catering enterprises are increasingly complex,and the competition is increasingly fierce.At the same time,consumers’ standards of catering also change to experience the culture and connotation of catering.In order to grab more market share,Catering enterprises choose the chain mode as the preferred development direction.However,the scale of many restaurant chain enterprises is so small that the development and expansion of the enterprise have encountered a bottleneck.From what has been mentioned above,aiming at the condition of market competition existing in the expansion and development of chain catering industry,finding the problems in the marketing strategy and putting forward the corresponding countermeasures,has practical significance.Beijing Big Catering Management Co.,LTD.Is taken as the research object in this paper,PEST model is applied to analyze the macro environment,porter’s five forces model is adopted to analyze the industry environment,SWOT theory is used to analyze the company’s internal strengths and weaknesses,external opportunities and threats,and the existing problems in the current marketing strategy of Big catering company is found out.Next,STP theory is used to make a detailed analysis of the company’s market positioning,a marketing strategy combination optimization plan is proposed,and the possible difficulties in the implementation process of the plan is analyzed.Finally,in order to ensure the smooth implementation of the marketing strategy,specific security measures are put forward.The paper argues that the company should adjust and optimize several main aspects of strategy,including the brand,channel,promotion and service.At the same time,to ensure the smooth implementation of the company’s marketing strategy,the supports of policy makers,financial security,improvement of the training mechanism,perfection of the information system,and the choice of scientific location are elaboratedwith the safeguard measures.This paper has guiding significance for the future marketing of Beijing Big Catering Management co.,LTD,and has high operability.Meanwhile,it also enriches the research results of the marketing strategy of chain catering enterprises,and provides some supplements and references for the research on the marketing strategy of the same type of chain catering enterprises.