Research On Marketing Strategy Of Pengpeng-ice Shop In Century Harbour Mall

With the rapid development of the economy and the improvement of people's quality of life requirements,people's tastes of food are gradually integrated and integrated with internationalization.In addition to pursuing basic needs such as taste and environment,consumers are pursuing more quality,brand,health and innovation features,which makes the long-term development of catering enterprises more and more difficult.As an important part of the catering industry,the leisure dessert industry under the fast-selling snack food industry has shown a trend of rapid development,scale and diversification,and the development trend of brand-oriented construction.The leisure dessert shop is convenient and professional.The advantages of featured services play an increasingly important role in fast-paced and efficient urban life.Inflated ice creative dessert is a small restaurant with ice-based desserts as its main business.Due to the late creation of the store,it is still in its infancy,so there are still many problems in store management.The inherent problems of marketing,customer relationship management and product development are also the common obstacles faced by many small and micro projects during the initial period.It is necessary to find a market expansion path suitable for their own development,and achieve a steady expansion of the market purpose.Therefore,it is very important and necessary to carry out the marketing strategy research on the expansion ice creative dessert shop to improve the utilization efficiency of the enterprise marketing resources and maximize the resource efficiency.Based on this,this paper takes the expansion ice creative dessert shop as the research object,uses the marketing theory foundation,combines the basic status quo of the marketing of the expansion ice creative dessert shop,analyzes its current marketing strategy,and finds out that the restaurant is in the process of implementing the marketing strategy.There are problems.Through the analysis of the macro environment and industry environment of the expansion ice creative dessert shop,and using SWOT analysis tools to further analyze the advantages and disadvantages,opportunities and threats of the store,Porter Five Forces is used to analyze the competitive environment of the store.Finally,the marketing optimization strategy is proposed from the aspects of market segmentation and positioning,products,prices,channels and promotions.At the same time,combined with the future development trend of the leisure dessert industry,we will start from the aspects of strict guarantee of product quality,corporate culture construction,establishment of all-person marketing concept,and network technical support,and determine the implementation of the marketing strategy of Century Bay expansion ice creative desserts.Safeguard measures.The purpose of this paper is to help the Century Harbor Expanded Ice Dessert Shop to apply limited resources to a volatile and complex market,avoiding waste and idle resources such as manpower and material resources,and helping enterprises to better understand the market.Play a good marketing function,and then explore a path suitable for the brand's own development.