Research On Marketing Strategies Of "HJ" Restaurant Of Changchun "WeiRenZhi" Food&Beverage Co.,Ltd

After 40 years of reform and opening up,China’s economic development has entered a "new status".China’s catering industry has also entered a transition period.Every catering enterprise needs to make corresponding changes in terms of development methods,development models and development forms." HJ" Restaurant of Changchun"WeiRenZhi" Food&Beverage Co.,Ltd.was established in 2009.It is mainly dedicated to the development of the fast-moving consumer catering market with local ethnic characteristics and providing consumers with Korean-style catering products and services.Facing current complex market situation,the traditional marketing methods chosen by enterprises can not meet the requirements for profitability and development in today’s fierce market competitions.So there is an urgent need to change the existing marketing strategies.This article first expounds the development and marketing status of "HJ"Restaurant of Changchun "WeiRenZhi" Food&Beverage Co.,Ltd.It points out the current marketing problems under the current competitive situations,and analyzes the existing problems.Then the marketing environment of HJ restaurant was analyzed and the macro and micro factors were identified.In the macro marketing environment,the current food safety regulations put forward more stringent requirements for the catering industry.With rapid development of economic environment,the catering market has grown steadily.The increasing demand for high material quality of living in the social and cultural environment has led to the growing popularity of traditional foods with local characteristics,With the change in the technical environment,takeaway platforms such as "Hungry","Meituan" appeared to facilitate people’s meals and also expand the service radius and market channels of the catering industry.The current environment is conducive to the growth of enterprises.About the micro-marketing environment,it not only analyzes the problems in the company’s own organizational structure,but also further helps company to sort out the characteristics of suppliers,consumers,competitors,marketing intermediaries and the public,which also identifies the development opportunities of the company.In the demonstration process,the SWOT analysis method was used to analyze the advantages and disadvantages inside the HJ restaurant and the opportunities and challenges outside,and then determine the marketing strategies applicable to the company.Based on market research,in order to formulate accurate and effective marketing strategies,this article uses the STP theory to re-market HJ restaurants,select target market and do market positioning.Products,prices,channels,promotion,personnel,process and tangible display are analyzed and elaborated in detail by combining with service marketing strategies.Specific implementation strategy:Through segmenting consumers’ ages and psychological variables,the "post-85s" and"post-00s" young consumer groups are seen as the target market for companies to provide services and products.At the same time the company needs to strengthen the own product characteristics and corporate image.To achieve market positioning through consumer recognition and competitor differences.In terms of products,new products are designed according to the behavior characteristics of the target consumer groups,and the existing product types are increased.In terms of price,a variety of pricing methods are used to reduce the sensitivity of customers to price changes and increase customers’ willingness to buy secondly.From the channel,through the professional management of the take-out platforms and e-commerce platforms,the company’s brand image is created.In terms of promotion,by increasing the investment in advertising and promotion on the Internet,the company’s influence is boosted.Upgrading the traditional sales model,To expand the brand awareness of the company by using young people’s favorite animation and games as the medium.From the personnel,build a young and professional service team to improve customer satisfaction through quality service.From the process and tangible display,standardize the service process,humanize the design of the dining environment and highlight the personalized decoration style,optimize the customer dining experience,which all can help strengthen the corporate brand image.Finally,the smooth implementations of the marketing strategies are guaranteed from six aspects including the introduction of professional talents,training of professional skills,the establishment of incentive mechanisms,the clarification of employee codes,the improvement of service systems and the guarantee of special funds.