Research On Marketing Strategy Of Y Company's Light Food Restaurant

The health of the whole people is an important embodiment of comprehensive strength of the country and an important sign of economic and social development and progress.The implementation of national fitness program is an important national development strategy.With the "National Fitness Plan" put forward,people's awareness of sports fitness gradually increased,sports fitness has become a part of people's life,people's understanding of fitness is more and more comprehensive,low-fat and low calorie light food is gradually accepted by people,light food restaurant market develops rapidly.At present,the light food market is in its infancy,and more and more catering entrepreneurs have joined in the light food industry.However,the low operating threshold,the uneven level and the low recognition of light food restaurants make the competition environment of light food restaurants more and more fierce.How to stand out in the mushrooming light food restaurants,so as to support their own consumer groups and make them grow continuously,is the main problem faced by the development of each new restaurant.First of all,this paper makes a brief analysis of Y company's "light food " restaurant and its internal environment.Secondly,from the reality,it analyzes the company's marketing strategy with 4P theory,and SWOT analysis of the company's advantages,disadvantages,opportunities and threats.Finally,through STP analysis,the market is subdivided again,the target consumer group of the restaurant is determined,and the catering marketing strategy suitable for the target consumer group is formulated and the optimization scheme is proposed.To find a suitable way for the future development of Y company's "light food" restaurant,so as to expand its market share and industry competitiveness.