Researsh On Service Marketing Strategy Of HL Catering Company

The competition in the catering industry is becoming more and more fierce.Only by adopting effective marketing strategies and obtaining more market share can catering enterprises obtain long-term development.The marketing of HL catering company mainly depends on the traditional mode,poor marketing channels,single marketing means and severe external environment,resulting in little progress in the company’s marketing performance.Therefore,building an effective marketing strategy is an urgent problem for HL catering company.Firstly,this article introduces the basic situation of HL Catering Company.Based on the 7Ps theory,a survey was conducted on the current situation of HL Catering Company’s service marketing,and it was found that the problems in its service marketing specifically include: severe product homogenization and insufficient innovation ability,lack of flexibility in pricing,insufficient development of marketing channels,single and lack of design promotion methods,service personnel’s service level needs to be improved,service processes are not smooth and interactive,The tangible display is not rich enough.Secondly,the marketing environment of HL Catering Company was analyzed from the perspectives of policy,society,economy,technology,bargaining power between suppliers and buyers,threats from new entrants and substitutes,and the level of competition from competitors in the same industry.SWOT analysis and strategic selection were conducted,and the market positioning of HL Catering Company was also carried out.Then,the service marketing strategy of HL Catering Company was optimized from seven aspects: product,price,channel,promotion,personnel,service process,and tangible display,including enriching the variety of dishes based on consumer demand and innovating dishes based on consumer demand;Improve Customer Perceived Value,increase pricing differentiation,and use preferential policies;Actively expanding new channels and improving existing marketing channels;Optimize existing promotional methods and enrich them;Strengthen employee service skill training,establish a scientific employee incentive mechanism,and authorize employees reasonably;Optimize and strengthen the execution of company service processes,enhance interaction between employees and customers,and focus on remedial measures for service errors;Improve the dining environment,build a personalized environment,and enrich ordering methods.Finally,from the perspectives of corporate culture guarantee,organizational guarantee,institutional guarantee,and food safety guarantee,measures are proposed to ensure the smooth implementation of HL Catering Company’s service marketing strategy.This research can not only provide HL catering company with effective marketing strategies and expand market space;It can also create a better dining experience for consumers and improve consumer satisfaction;It can also provide reference for the marketing management of catering industry and even service industry.