Research On The Marketing Strategy Of G Company’s "Light Food Catering"

With the rapid growth of the Chinese economy,the rapid development of the internet economy,and the acceleration of the online and offline integration,the O2O-based marketing model has become the trend.For traditional industries,this undoubtedly presents huge opportunities and challenges.This trend has become increasingly apparent over the past decade.As people’s living standards improve and the pace of life accelerates,more and more people focus on healthy eating,and the market demand for healthy eating continues to increase.In this case,low-fat,low-calorie,low-salt,low-oil,and nutritionally balanced light meals have gradually become popular dietary choices and are being accepted by more people.However,the low threshold,fierce competition,unclear brand effect,and vague positioning of the light meal sub-market in the catering industry are particularly evident in small and micro catering enterprises.Therefore,how to stand out,survive and develop in such a rapidly iterating and fiercely competitive market is a problem that every small and micro catering enterprise needs to study deeply.The purpose of this article is to study the existing marketing strategy of Company G,which mainly focuses on light meals,and to explore the problems in its marketing strategy as an O2O-based company,identify the reasons,and design optimized strategies and solutions to solve these problems to achieve the goal of increasing the company’s revenue and expanding market share.First of all,in the theoretical research stage,by consulting domestic and foreign literature and relevant cases,collecting and organizing data on the company’s current business status and data,a theoretical framework and logical basis are constructed for improving the strategy.Then,by using research methods such as customer questionnaire surveys,employee interviews,and analysis of historical consumption data,the significant problems in the company’s current marketing strategy are identified.Through the analysis of these problems,it is found that the main problems with Company G’s current marketing strategy are concentrated in three areas.Firstly,the unclear target market positioning.Secondly,the single-channel.Thirdly,lack of a complete service system.The root cause is that the company’s brand logic is confused,and the product-oriented management strategy relied on in the early stage of entrepreneurship cannot adapt well to the rapidly changing market.Finally,based on the research and analysis,combined with theory and reality,reposition the target market for G company,adjust the bottom logic of the company’s brand from product-oriented thinking to service-oriented thinking,and start with the seven elements of 7Ps service marketing,put forward corresponding improvement plans for the main problems of G company’s marketing strategy at this stage,expecting to improve the company’s product/service system through a series of optimization and improvement,Improve the reputation and recognition of the company’s brand,enhance customer viscosity and satisfaction,ultimately achieve the growth of the company’s performance scale and market share,and find a more suitable way for the future development of G company.