Research On Marketing Strategy Of Z Catering Company

Food is the most important thing for the people,and the table reflects the changes of social life.Nowadays,the major social contradictions in China have undergone fundamental changes,and the people's yearning for a better life is becoming more and more intense.Dining out is no longer simply satisfied with "satiety" and "eating well",but has increased many variables such as psychological demand,social demand and individual demand,forcing the catering industry to take these "new consumption demand" as the guide and accelerate the supply side structural reform From the extension expansion type to the intension intensive type,from the scale speed type to the quality efficiency type,from the focus on food marketing to the focus on customer dining experience,gradually to the experience,personalized and diversified development.Driven by the application of Internet technology and big data,the catering industry is facing a new mode of cross-border cooperation,multi-channel development and multi resource utilization.It also needs to transform from "traditional catering" to "smart catering".In 2020,the novel coronavirus epidemic situation affected,the catering industry faced major challenges,some were eliminated,some broke for survival,some adjusted to start again.In order to obtain the development opportunity in the new situation,catering enterprises must take the consumer demand as the guidance,abandon the traditional marketing concept,formulate more practical marketing strategies,and improve the market competitiveness.This paper takes Z catering company as the research object,on the basis of collecting and sorting out the relevant information of enterprises and industries,learning and studying the relevant theories of catering marketing,through PEST analysis and SWOT analysis of Z company,grasps the macro and micro environment of the company,and uses the 7p theory of service marketing to analyze the company's products,pricing,promotion,channels,personnel,service process and tangible display Marketing status quo.Based on the problems of Z company's product innovation not customer-oriented,price strategy lack of flexibility,single channel,inadequate role of personnel,lack of innovation in service process,and tangible display to be improved,the author puts forward targeted marketing strategy optimization suggestions,mainly including: products based on customer demand "keep innovation";based on customer psychological expectations,develop flexible pricing and Price adjustment strategy;building a diversified marketing channel integrating offline and online;innovating promotion means with internet thinking;personnel strategy with full authorization of employees and wide participation of customers;putting service ahead and behind,paying attention to personalized service and fault recovery,and creating a service process beyond psychological expectations;tangible display strategy with combination of virtual and real,and enhancing interactive experience.In the specific optimization process of the above marketing strategies,we should make full use of Internet thinking,fully open up the interaction process between online and offline customers,improve customer experience in multiple ways,enhance their satisfaction and loyalty,in order to improve the marketing level and competitiveness of Z company,and also provide reference for the improvement of marketing strategies of the same type of catering enterprises.