| In the post-pandemic era,many traditional catering companies are experiencing many problems such as low dine-in customer flow,difficulty in diversion,reduced revenue,and rising costs.Catering companies are under enormous operating pressure.In such a background environment,catering enterprises should be guided by consumer demand,open up business ideas,and formulate marketing strategies suitable for enterprise development in the new environment.After the epidemic,the lifestyles and catering consumption habits of mass consumers have undergone great changes,and their demands for dining environment,hygiene and health have further increased,which has put forward higher requirements for the products and services of catering companies.At the same time,since the outbreak of the epidemic,online catering has become a normalized way of eating,and it has highlighted the characteristics of avoiding the contrarian growth of the epidemic,which forced traditional catering companies to face up to the changes in demand.In order to continue to develop under the new situation,catering companies need to realize that the development trend of the catering industry is transforming to mass catering with less than 100 consumption.The main consumers are younger,consumers pay more attention to the health and safety of products,and consumers’ consumption patterns are more diversified and personalization.This paper takes D catering company as the research object,analyzes the marketing environment of D company through PEST theory and SWOT theory,and points out the new environment and new situation faced by D catering company in the background of the post-pandemic era.Then,using the 7Ps theory as the theoretical basis of the marketing strategy,it analyzes the problems existing in the product,price,channel,promotion,personnel,service process,and tangible display strategy of the enterprise management status,and puts forward optimization suggestions.Specifically,it mainly includes: carrying culture and giving meaning to products,carrying out micro-innovation in taste,form and service,and opening up the horizontal and vertical development of products;establishing a private closed-loop ecology of enterprises based on small programs to lock customers,deep integration and development of online and offline channels;flexible pricing,avoiding the vicious circle of low-price competition,and setting reasonable prices based on consumers’ psychological expectations;relying on Internet thinking and technological alternative promotions to attract attention;staff rewards and punishments are clear and refined Business processes,focusing on creating personalized services;creating tangible displays of new scenarios,new tracks,and new situations.Use limited capital to press "accelerator keys and shortcut keys" for catering companies.Through the optimization of the marketing strategy mix,focus on the offline store dining experience and the creation of an online private domain membership system,attract traffic,find core users through accurate user portraits,acquire and lock customers,and increase corporate revenue.It is hoped that through the research of this article,new marketing ideas can be brought to the catering enterprises that are also affected by the epidemic and faced with operational difficulties,and to provide reference and help for the formulation and improvement of their marketing strategies. |
