Research On Catering Marketing Strategy Of Rizhao South Service Area Of Shenhai Expressway

Expressway service area is an important place to provide rest and service for highway drivers and passengers.It is an important part of expressway network system.The development level of expressway service area directly determines the overall service quality of expressway management and operation.Catering business in the service area is a basic business with wide coverage.The level of service quality marketing also directly affects the overall operation and management of the service area.At present,compared with earlier years,although the service area catering business and marketing more and more standardized,institutionalized,but still exposed a lot of problems,to a certain extent,restricting the sustained and healthy development of the highway.In this paper,catering in rizhao south service area of shenhai expressway is taken as the research object.Based on the actual situation of the expressway service area marketing strategy,this paper systematically explores the marketing strategy of the expressway service area by comprehensively applying relevant theories such as marketing.Firstly,by introducing the basic situation of rizhao south service area of shenhai expressway and the general situation of catering service in the service area,and adopting the research method of questionnaire survey,the catering service situation of rizhao south service area of shenhai expressway is understood and analyzed in detail.Through investigation,analysis and data statistics,it is shown that there are some problems such as unreasonable marketing management system,unreasonable facility layout,unreasonable personnel allocation,weak capital operation and unclear market positioning,which are urgently needed to be improved in the catering management of rizhao south service area of shenhai expressway.In view of this,PEST model is used to analyze the industry environment in combination with the actual catering business in rizhao south service area of shenhai expressway,and SWOT analysis is conducted to analyze the actual operation status of catering industry in rizhao south service area of shenhai expressway from four aspects of advantages,disadvantages,opportunities and threats.Finally,combined with the operation status of rizhao south service area of shenhai expressway and according to the 7Ps marketing theory,the service marketing mix strategy of catering industry in rizhao south service area of shenhai expressway is studied,and the guarantee measures of catering marketing in the service area of expressway are summarized.