The Analysis On The Marketing Management Of AB Catering Company

Ancient people have a cloud: "the country is people-oriented,people eat for the sky",you can see the status of food in the hearts of the Chinese people.After thousands of years of evolution,the Chinese catering culture has a long history.With the improvement of people’s living standards,people’s traditional consumption concept of pursuing food color and flavor has gradually been replaced by the pursuit of green and healthy diet,the pursuit of dietary culture and dietary aesthetics.People’s consumption pursuit of diet has become more and more diversified and individualized,and this change makes catering enterprises more and more diversified.There are more and more problems to be paid attention to in marketing.For catering enterprises in today’s era,it is more important to not only pay attention to the technical problems in catering fields such as food quality,color,fragrance and so on,but also how to study the needs of customers and meet consumers’ consumption needs.In order to maintain a stable position in the fierce market competition and strive for a large market share,catering enterprises should not only fully grasp the advantages of their own enterprises,but also profoundly recognize their own shortcomings and weaknesses.At the same time,they should accurately locate the target market and provide services and products according to consumers’ catering consumption needs.Development and design,formulate a scientific and reasonable marketing plan to carry out three-dimensional marketing,so as to fully adapt to the fluctuations of the catering market and maintain good market competitiveness.In the analysis stage of this paper,AB catering company is taken as a sample to do case study.The specific discussion process introduced 7p,STP and other theories,and with the help of literature analysis and other methods to carry out the work.Specifically speaking,the whole research process is as follows: first of all,it explores the marketing environment,and thenrealizes the understanding of enterprise development and marketing status.In the research process,SWOT method is selected to complete the research task according to the advantages and disadvantages,development opportunities,challenges and other dimensions of AB enterprise in development.Based on this premise,the defects of the enterprise in marketing are determined.The basic problems lie in the inaccurate positioning,the adjustment of pricing scheme,the single channel,the lack of product types,the low quality of service personnel,the nonstandard service process,and the lack of tangible display.Finally,according to the problems of AB catering company’s marketing strategy pointed out above,the STP theory is used to re position the company,and the 7p marketing theory is used to formulate the marketing strategy of the company’s products,prices,channels,promotions,service personnel,process and tangible display,so as to improve the marketing strategy and better promote the development of the enterprise.At the same time,from three aspects of organization,culture and technology to ensure the smooth implementation of the optimized marketing strategy,and achieve the expected results.The characteristics and innovations of this paper are: flexible use of PEST and Porter’s Five Forces analysis method,detailed analysis of the company’s marketing environment,and targeted field research,found the marketing problems of AB catering company.On the basis of the current marketing situation and existing problems of AB catering company,according to market segmentation and market positioning,the marketing strategy optimization countermeasures and guarantee measures of AB catering company are put forward by using the combination of product marketing,price marketing,promotion marketing and service marketing strategies comprehensively,so as to ensure that the countermeasures are effective and pertinent.It not only provides a set of feasible marketing strategy optimization countermeasures for AB catering company,but also provides reference and reference for other companies in the same industry in the region.