Research On Marketing Strategy Of Xiaofeng Tang Fast Leisure Chain Catering Company In Changsha

Xiaofengtang chain fast leisure catering company,established in 2019,is a brand chain self catering company established by T group,a listed company in the agricultural and animal husbandry food industry.It is a modern catering management and cultural development company positioned in the green and high-quality leisure fast food culture and implementing brand expansion with unique and excellent quality and innovative service concept.Now,due to the impact of the epidemic and the severe market competition in the catering market,enterprises are facing problems such as weak profits and operating losses.This paper takes Xiaofengtang leisure chain catering company as an example,and studies how to effectively promote the enterprise brand and extend the industrial chain in the highly competitive catering market,and how to achieve considerable development by adopting extremely effective marketing strategies and good business service ideas.This paper uses Porter’s five forces model,PEST analysis method and SWOT analysis method to analyze its business environment,advantages and disadvantages,and compares and analyzes the current situation of enterprise operation and the characteristics of consumer behavior from the market environment and competitors.Then through the consumer situation and market situation obtained from the questionnaire survey,analyze the existing problems of the company,so as to determine the improvement ideas.Finally,combined with the actual situation of the company in its marketing field,this paper puts forward effective marketing strategies and safeguard measures for xiaofengtang catering through STP and 7p combination theory.In order to solve the problems of insufficient operation and brand power of some stores of the company,and provide reference for the future development of other similar enterprises.