Research On Marketing Strategy Of Catering Business Of Company B In The Post Epidemic Era

Since China’s reform and opening up,after more than 30 years of development,the catering industry is undergoing great changes in enterprise scale,economic status and social influence.In the past 20 years,with the steady development of economy and the continuous improvement of people’s living standards,the catering industry has maintained a trend of rapid development.In 2006,the catering industry broke through the 1 trillion mark for the first time and reached 5 trillion in 2019.Among them,independent catering enterprises and chain stores fought for more than 45% of the share.Many world-famous brands are blooming everywhere in China,which not only brings great challenges to local catering,but also brings standardized and standardized management and the ability to deal with various crisis events.The sudden arrival of COVID-19 in 2020 brought great impact to China’s retail industry,especially the entity catering industry.Many catering brands have to deal with the crisis through transformation or reorganization.Under the influence of the epidemic,company B quickly adjusted its strategy,responded positively and always maintained rapid and stable development.This paper studies the marketing strategy of company B in 2021 by using the marketing environment analysis theory,STP market positioning theory,marketing combination strategy theory and SWOT analysis method,focusing on the optimization of product strategy,price strategy,promotion strategy,channel strategy,personnel strategy and process strategy of company B’s catering business since 2021,Tangible display strategy optimization and other actions.On the basis of these actions,analyze and improve them,and put forward optimization measures.In terms of products,on the basis of new product research and development,summarize past experience and analyze market prospects to ensure the success rate;The price is oriented to consumer demand and maintains the competitiveness with peers;Vigorously expand online business in channels;Personnel focus on the cultivation of ability and the improvement of skills;In terms of service,expand the scope of research and improve the scientificity of research results;Tangible display highlights personalization and conforms to the trend of development.Finally,the paper puts forward some suggestions on the corresponding capital and system guarantee mechanism of the enterprise to ensure the smooth operation of marketing strategy.Through the research on the marketing strategy of company B in 2021,we hope to analyze the enterprise from cost control,basic operation to online and offline marketing,and put forward improvement suggestions,so as to have corresponding reference significance for local catering enterprises.