A Research On Marketing Strategy Of HJH Catering Enterprises Based On AISAS Theory

Traditional catering industry pays more attention on costs,human resource management,and marketing modes How to exert advantage of traditional marketing is crucial part of catering enterprises.However,with the development of cybereconomy,the strength of traditional marketing is declining.In internet ages,compared with traditional marketing channel,lots of companies view internet and new media platforms as new marketing channel,which belongs new field for marketer and brings new business opportunities for catering industry.In new media marketing,We Chat marketing is widely used in various industries.This paper focuses on We Chat marketing of HJH company,and discusses its development for marketing strategy under the new media environment.HJH is a catering chain management company that engages in product research and catering franchise.At present,it has more than 800 chain stores in 34 provincial administrative regions in China and abroad.With years of excellent operation and offline marketing in the catering market,HJH occupies a large market share and accumulates a considerable number of offline customer resources.However,a large number of online celebrity restaurants have sprung up with the help of new media marketing,which leads to the fierce competition in the catering market.As a traditional catering enterprise,how to improve market competitiveness of HJH through We Chat marketing has become an urgent problem to be solved.This dissertation uses PEST,five forces model and SWOT models to analyze external macro environment of enterprises,internal environment of catering industry and internal environment of HJH.And our dissertation concludes the main reasons for the decline of HJH.Low capital threshold and technical barriers and the fierce competition in the catering market contribute to the dilemma of HJH.While the status of catering industry cannot be changed in the short term,our dissertation attempts to solve the current problems of HJH from marketing strategy.Based on corporate data and AISAS theory,our dissertation summarizes the main problems of We Chat marketing for HJH which includes weak adverting,no attractive content,imperfect We Chat platform,and low quality information.Finally,our dissertation puts forward corresponding optimization strategies and safeguard measures from five stages of consumer behavior patterns,which will provide guidance for HJH to actively implement the We Chat marketing.