| Since the outbreak of the novel coronavirus in December 2019,people across the country have experienced three difficult years of fighting the pandemic under the guidance of the country’s dynamic zero clearance policy.From December 2019 to December 2022,due to the impact of the novel coronavirus epidemic policy,restaurants all over the country have been temporarily closed in response to the policy.After the epidemic,a large number of catering enterprises have closed down,and the whole industry is in great distress and danger.According to the statistics of the Enterprise Chacha APP,the registration of 495,000 catering enterprises in China was revoked in 2022 alone.The short-term resilient consumption in the post-epidemic era and the large number of store closures are quietly occurring at the same time.In the face of this complex and changeable situation,many catering enterprises are facing the era of crisis coexistence.THS Catering Management Co.,LTD.,as of December 2019,the company has a total of four stores,and the operating condition is good.As a well-known local catering enterprise in Nanjing,Jiangsu Province,THS Catering Management Co.,Ltd.has been facing unprecedented operational crisis like many other catering enterprises in China since the outbreak of the Novel coronavirus.It is in urgent need of rapid strategic adjustment and re-defining the strategic development direction.This paper takes THS Catering Management Co.,Ltd.as the research object,based on the theories and methods of enterprise strategic management,and analyzes the macro environment and industry characteristics of the company.After in-depth internal investigation of the enterprise’s own resources and strength,based on SWOT analysis,PEST analysis,five forces model analysis,comprehensive use of EFE matrix and IFE matrix weight analysis,based on QSPM matrix analysis of the experimental data,finally choose the most suitable for THS catering management Co.,LTD.And put forward the corresponding implementation mode,thinking and strategic safeguard measures.The research finds that THS Catering Management Co.,Ltd.finally chooses product differentiation strategy as its development strategy,and takes product,service and marketing differentiation as the key direction of implementation.THS Catering Management Co.,Ltd.needs to adjust the organizational structure,improve the internal management system and process,stabilize advantageous products and vigorously develop new products,create new brand promotion and product marketing concepts,and establish a digital information management platform to ensure the implementation of the development strategy.At the same time,according to the ideological deployment before the implementation of the strategy,the implementation of the talent selection and training mechanism,the customer service to the height of the enterprise core competitiveness,strengthen the brand new marketing and brand promotion,promote the construction of corporate culture,and finally all-round guarantee the smooth implementation of the development strategy. |
