| Star hotel catering business has experienced rapid development in the past two decades,reaching its peak between 2010 and 2012.With the change of macro business environment under the policy of "Eight rules and Six prohibitions" in 2013 and the impact of the new Coronavirus epidemic in 2019,star hotel catering faces unprecedented business challenges.Facing the new market and business challenges,how to implement the right catering marketing strategy to cope with the unknown risks is the most important work of the enterprise managers at this stage.In this paper,we analyze and evaluate the three stages of hotel F&B marketing based on the analysis of external environment,competitors and customer groups,and analyze and think about how to reposition products and markets to meet the needs of target consumers in the new market situation,with the goal of formulating an innovative marketing strategy that is suitable for the development of the enterprise at this stage.The case hotel also did relevant market research in its daily operation,which provided a lot of valuable data for the analysis of this case study,and provided reference and reference assistance for accurate prediction of customer demand and market demand.This paper finds that after the epidemic,there is a homogeneous situation between the star-rated hotels and the social mass catering positioning market,and the competition is fierce in the banquet group meal market and the family-oriented mass consumption market,and the gap between the two parties is decreasing.The only way for star-rated restaurants to make use of their own resource advantages is to deeply cultivate the wedding banquet market and parent-child market under the family market,and the seasonal product market and group building market under the government and enterprise market,and strive to make good product and service differentiation and specialization,and gradually optimize their marketing programs while maintaining innovation,so as to maintain a stable advantage. |
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