we use the variability of services to promote integrated marketing, and the variability of services is the difference of services. Therefore, the integrated marketing of catering industry should be differentiated as far as possible: it is manifested in two aspects: distinctive and personalized. First, the concept of hotel characteristic marketing embodies the difference between it and other peers or brands, and the personalized service reflects the difference between different customers. The characteristics of catering industry refer to the unique concept, products, services and environment of catering enterprises, which are different from other similar enterprises. 1) Establish a crab culture "theme catering" with concept and characteristics; Using crabs as the theme to "market" the concept of enterprise characteristics is permeated with unique thinking about history and trends. This thinking is to combine the catering concept with social and cultural trends of thought to form a distinctive catering concept, which is expressed through certain marketing methods. At present, "themed catering" is very popular at home and abroad. 2) The product features a complete collection of Chinese and foreign live crabs, which can be eaten in various ways. The formation of this feature is related to the inheritance of tradition, the innovation of skills, the integration of skills and the source of raw materials. Develop distinctive or irreplaceable fine dishes. Create special tastes, special side dishes and special eating methods. It is necessary to integrate the cooking skills of different cuisines and different dishes to produce their own product characteristics. Special and special sources of raw materials can also form characteristics. For example, crab species introduced from XX attract different customers with their raw material characteristics. 3) Service characteristics The formation of service characteristics is related to service innovation, waiters, clients and service time. (1) Service innovation: launch "order the kitchen to cook" to meet the personalized needs of customers. (2) Waiter: The standardized and humanized service of waiters forms service characteristics. (3) Clients: Customers can also form service characteristics. Provide leisure bars, business restaurant, Chinese and Western meals for high-tech personnel with status in the store, which are characterized by different industries and formats. (4) Environmental characteristics: decorations, layout, equipment and atmosphere are related to crab culture; Second, the method of implementing hotel characteristic marketing 1. Issuing hotel VIP membership cards is essentially a sales method (disguised price reduction and attracting customers to repeat consumption). Its implementation should be related to market information collection, customer file establishment, member sales methods and many other links. 2. Service Link Hotel services are comprehensive services. It is blind when the overall idea and progress of service are not repositioned. Because as far as this service link is concerned, it is necessary to integrate the hotel's service resources (such as catering, entertainment, leisure, accommodation, business services, etc.) and establish external relations, and pursue the creation of value with services. In the study of the golden key service model of hotel industry, I found that it is the process from the overall formulation of the service to the detailed implementation, from the service inside the hotel to the service outside the hotel, from simple operation to humanized service, and the meticulous service can only be implemented under the establishment of the overall management form and business model of the hotel. 3. Cost Control In the cost control of catering, we also put forward a series of proposals. What are the contents of cost control in various departments? How to find out? And so on, we found that the effect of cost control in the past was not tracked, the content of cost control was not expanded, and new problems were not excavated. In general, there was no macro-to-detailed management of cost control. A standard should be made for daily expenses and losses. And analyze the saved data to make it intuitive, and reward the effective suggestions and department personnel, because it is also creating profits for the enterprise. This needs to start from the source of the problem-enterprise marketing management model. 4. Marketing positioning strategy Marketing positioning strategy is an important key to the success of marketing. Because all marketing activities, including sales, advertising, promotion, pricing, food life cycle, packaging, distribution and public relations are based on market positioning. In this changeable market and fierce competition environment, only by establishing a strong marketing positioning strategy can we find a market space for survival and development. 5. Target Market According to market intelligence, the most commonly used market segmentation method for the hotel industry is "demographic factors", while others such as regional factors, customer psychological factors and customer consumption behavior factors are more commonly used. Among demographic variables, "age" and "occupation" are most commonly used. The hotel industry takes occupation as the market segmentation variable. From the above analysis, it can be seen that the hotel's market positioning practices tend to shape the positioning strategy of "attracting the comfortable dining of the target guest class". To this end, if we want to achieve the above goals, we must focus on the following aspects: 1. Down-to-earth: understanding market information; 2. Foresight: set achievable goals; 3. strategize: formulate marketing strategies; 4. Careful calculation: measure the control cost; 5. Exile reality: plan control execution.