Research On Brand Marketing Strategy Of Mu Nui Takeout On Campus

Over the past 40 years of reform and opening up,China’s catering industry has undergone tremendous changes.On the one hand,the annual sales revenue of the catering industry has jumped from 5.48 billion yuan in the initial stage of reform and opening up to 4 trillion yuan,and the service outlets of the catering industry have grown from less than 120,000 to 4.654 million.On the other hand,with the development of economy,the improvement of people’s income level and the significantly accelerated pace of life,"Internet+" is gradually changing people’s consumption habits,changing China’s catering industry,and the new consumption pattern is gradually maturing."Internet +" combined with restaurant industry creates new industries,and has created the Internet food take-away O2 O platform,such as Meituan-Dianping Takeout,ELEME Takeout,Baidu Takeout,and so on,takeout has become an indispensable part of young people,and the university takeout market accounts for about 40% of the takeout market,college students has become the main force of Internet take-out consumption.Because of its fast and convenient delivery and rich food types,take-out food brings some convenience to students’ dining,which is very popular among students.However,with the explosive growth of takeout on campus,the hidden safety risks brought by takeout have gradually emerged,such as "food poisoning" and other phenomena occurring from time to time,threatening the life safety of college students.In this case,the campus canteen takeout represented by Mu Niu Takeout arose at the right moment.Since its official launch in December 2017,Mu Niu Takeout has been specializing in the delivery business of college cafeterias and has been committed to ordering cafeteria food for college students.It is the first and currently the largest campus cafeteria delivery platform in China.With the canteen as the source of takeout,the production process is strictly supervised,which can effectively guarantee food safety.Meanwhile,the university students who work in the campus are employed as riders to deliver the food according to the campus,and the food can be delivered within 20 minutes.In this paper,the current situation and marketing strategy of takeout on campus are analyzed in detail.Questionnaires were used to investigate the satisfaction of college students,takeout APP merchants and takeout boys.And it was found that the brand positioning of takeout on campus was not accurate enough and the marketing channels were relatively single.PEST analysis,Michael Porter’s Five Forces model analysis and SWOT matrix analysis are carried out respectively on the construction environment of Mu Niu campus takeout brand from the perspectives of macro environment,medium environment,enterprise’s own conditions and micro-environment of resources.Through the analysis we find that Mu Niu Takeout is in the opportunity period of rapid development of take-out.The target population is mainly middle-aged and young people under 35 years old,which has the advantages of safety and efficiency,first-mover advantage and large profit space.However,it is also faced with differentiated competition such as Meituan-Dianping Takeout,ELEME Takeout,and homogenized competition such as On-campus Reach and Zero-point Campus.On this basis,the brand marketing strategy of Mu Niu Takeout is formulated,and market segmentation,target market selection and market positioning are carried out respectively,and the on-campus food delivery business is used to connect the canteen windows and the students and teachers users on campus.And the university students who are employed and systematically trained for work-study program are employed as riders to deliver canteen food to the dormitory.The off-campus group meal service is a new business developed by utilizing the surplus productivity of college canteen-aiming and providing high-quality working meals for white-collar workers around colleges and universities.The selling business of the ERP system of kitchen group meal management system is to combine the ERP system of improving the operation and management mode of the restaurant with the follow-up operation consulting service,so as to solve the painful problems such as disordered management of the restaurant and lack of scientific data of the industry.The brand strategy of Mu Niu Take-out platform is analyzed from brand positioning,product and customer perceived quality strategy,price strategy,brand channel construction strategy,brand integrated marketing communication channel strategy and personnel strategy.Finally,the paper proposes to build a strong brand of campus takeout from four aspects: organizational guarantee,technical guarantee,personnel guarantee and financial guarantee.