Research On Marketing Strategies Of W Restaurant Chain Enterprise

In 2020,China’s catering industry was hit hard by the COVID-19 epidemic,but the number of Chinese chain enterprises still maintained growth,because chain operation is the only way for large-scale catering enterprises.But in the actual process of operation,chain catering enterprises of our country have many marketing problems,such as quality control problems brought by blind expansion,not good use of each channel marketing strategy,single stale product promotion and other problems,resulting in few enterprises can maintain a good growth situation and sustainable development.Therefore,exploring a marketing planning scheme with a certain reference significance will play a positive role in the development of Chinese chain catering industry.In 2020,China had a total of10.13 million catering outlets,of which 430,000 were chain enterprises,an increase of 30,000 over 2019.China’s chain catering industry continues to improve,and more and more people join the chain catering industry.According to relevant statistics,China’s chain catering accounted for 15.0% in 2020 and 13%in 2018,an increase of 2.2%,while the chain catering industry in the United States accounts for 50%,so there is still a lot of room for improvement in China’s chain catering industry.W restaurant chain(hereinafter referred to as W Company)has more than1,000 franchisees across the country since its first store was established in 2018.By January 2022,it has 334 stores in operation,including 10 directly operated stores and 324 franchised stores.Create the country’s first one person grilled fish,this fashion dining mode is indeed a innovation,completely subvert the shackles of traditional catering,a person can also eat a big meal,fully meet the needs of young people dining.As a pioneer in the catering industry,W company has become more and more vulnerable in the face of increasing competitors,resulting in a lack of competitiveness.Although it has used many marketing methods of chain catering such as Douyin,Weibo,wechat,website and search engine,there are still some problems in the existing marketing strategy of chain catering.For W company,it needs to combine the current market environment and its own situation to optimize the marketing strategy in order to seek long-term development.This paper will use STP and 7PS marketing theory to propose an optimization scheme.The first part expounds the research background and significance of this paper,and introduces the research content and methods,the idea and innovation of this paper.The second part is literature review and theoretical basis,literature review briefly describes the research of chain operation,catering chain enterprise marketing research,service marketing theory research,and finally literature review;This part is the theoretical basis of this paper,and it is also the basis of these theories in the later analysis process.The third part introduces the existing problems and reasons of W restaurant chain enterprise marketing status.This chapter first introduces the basic situation of W enterprise,then uses 7PS theory to analyze the marketing status of W enterprise,and then uses STP strategy to analyze,and then uses 7PS theory to analyze the existing marketing strategy.Finally,summarize the causes of the problems.The fourth part analyzes the marketing environment of W enterprise.This chapter studies the current environment of the company from a multi-dimensional perspective through pest analysis and SWOT analysis.The fifth part is the improvement of W enterprise’s marketing strategy.Aiming at the existing problems and reasons of W enterprise’s marketing strategy,effective optimization measures are put forward to improve the competitiveness of the restaurant chain.The sixth chapter is the research conclusion and prospect.After analysis,the marketing situation of W enterprise is summarized,and the future development trend of this industry is forecasted.On the one hand,it aims to solve the existing problems of W enterprise,provide it with new chain catering marketing ideas,and help it improve its competitiveness and actively cope with market challenges.On the other hand,this paper aims to study W restaurant chain marketing and put forward a new development idea to provide direction and experience for the development of Chinese chain catering industry.