model essay on marketing in catering industry

Abstract: Integrated marketing strategy is particularly important for enterprises. At present, the application of integrated marketing strategy in China is mainly limited to large enterprises, and it is mainly used in the fields of corporate image building, brand communication, combination of marketing elements, etc. As a marketing means, integrated marketing strategy is not only a sharp weapon for enterprises to carry out marketing activities, but also an effective means to integrate various effective resources in enterprise management and realize enterprise development. Marketing strategy is a process in which an enterprise takes the customer's needs as the starting point, obtains the information of customer's demand and purchasing power and the expectation of business circles according to experience, organizes various business activities in a planned way, and provides customers with satisfactory goods and services through coordinated product strategy, price strategy, channel strategy and promotion strategy, so as to realize the enterprise's goals.

Keywords integrated marketing strategy popular enterprise management

Abstract: integrated marketing strategy is locally important for businesses, now integrated marketing strategy in our applications are mainly limited to large enterprises, and is mainly used in corporate image building, brand communication, a combination of factors in areas such as marketing, integrated marketing strategy as a means items marketing tool for both enterprise marketing campaigns, but also the effective integration of enterprise management resources to achieve an effective means of enterprise development. Marketing strategy is t he enterprise customer needs as a starting point, customer demand and purchasing power to obtain information, expectations of the business community based on experience, there are plans to organize various business activities, through concerted mutual product strategy, pricing strategy, channel strategy and marketing strategy to provide customers with satisfactory goods and services to achieve business goals in the process.

　 Keywords integrated marketing strategy popularization of business

In recent years, with the increasingly fierce competition in the catering industry, the role of catering marketing is becoming more and more important. Let me talk about the experience of integrated marketing strategy of catering enterprises for reference. Integrated marketing strategy mainly means that catering enterprises need to determine accurate brand positioning and target market for their products on the basis of market research; Find out what is the core selling point of the product; Refine the product's good advertising language, how to spread the brand and plan the overall sales system, etc. It is an organic and systematic combination of various marketing communication means (such as advertising, publicity, culture, personnel promotion, etc.) rather than a single marketing means. Therefore, if catering enterprises want to win in the fierce competition, they should adopt the combination boxing strategy of integrated marketing communication.

first, the status and importance of catering marketing

the center of catering business is the market, and the target is the customer. As a catering industry, the basis of marketing is our dishes, services, environment and atmosphere. In order to win in the fierce market competition, hotels must first do these tasks solidly. That is to say, it can not only meet the material and physical needs of consumers, but also meet many psychological and spiritual needs of customers. To do this, we must train a high-quality manager and a stable staff. Generally speaking, the hotel environment is established, and it often requires a lot of investment to change it; But the food, service and environment don't need much investment, and the effect is the fastest and most obvious. Therefore, we can make the hotel have? On the basis of standardization, standardization and proceduralization, what else should we do? Personalization, characteristics and visualization. The psychology of guests is always innovative, different and changeable. Through continuous innovation, we improve the goodwill of our hotel, thus increasing the number of customers.

(1) Market positioning of catering consumption is the foundation of marketing

Usually, market positioning is mainly reflected in cuisines and prices, so as to attract customers of various consumption levels and tastes through market segmentation. In addition, we might as well add some cultural orientation. Today's world is rich and colorful, and every place has its own unique humanistic landscape or cultural heritage. Whoever uses and develops this cultural treasure house for business purposes will

win business opportunities.

as the core of the marketing strategy of modern catering enterprises, it is necessary to keep up with the pace of the times, grasp the lifeblood of market development and focus on the needs of customers. Only by keeping up with the changes of customers in time can catering operators keep up with the market, retain and win more customers. Personally, I think the key words of customers' consumption concept are: rationality, green, culture, leisure, nutrition and safety. According to these principles, establish your own theme and form your own characteristics.

In recent years, in response to the market demand, some themed restaurants have developed rapidly, and these concepts have been brought into full play. No matter in the decorative style, functional design, or operating cuisine, it reflects certain themes and cultural connotations. And strengthen the training of employees, improve their expression and marketing skills, and enhance customers' impression of us. In addition, restaurants also determine menu pricing according to the market, select advertising channels, unify dishes, services and restaurant design, and complete market segmentation. The so-called market segmentation refers to dividing an overall market into several markets with the same characteristics according to consumer demand. Through market segmentation, catering enterprises can accurately choose the target market, concentrate on providing distinctive products and services, and better serve the target customers. For example, when KFC entered the China market, it targeted customer orientation at the consumer class of children and adolescents. Most of its business activities were centered around the consumer group of children and adolescents, and the effect was very good.

(2), the inevitability and feasibility of popular management

In recent years, the popular management proposed by the catering industry is a positive response to the changes in the catering market.

(1) Influence of environmental factors

Environmental factors have a very important influence on the catering industry. It is precisely because of environmental factors that most people have changed their own inner views, and some even blindly follow suit, and consumers follow suit for new products, which leads to the supply of original products far exceeding the original market demand, making the hotel unable to operate according to the original policy. Therefore, it is necessary to adjust the market positioning, and attract and meet the needs of consumers through product renewal and business innovation.

(2) Intensified competition in the industry

At present, the competition in the domestic catering industry is very fierce, and all kinds of restaurants have sprung up, and they are affordable, large-scale, and have outstanding dishes, which are closer to the different levels of consumer demand of the people. As a result, the distinctive theme features have attracted many consumers and dispersed the customers of hotel catering.

(3) Changes in policies and concepts

With the implementation of the national tourism plan in China, domestic tourism is booming, and consumers' awareness is gradually maturing, especially with the implementation of the new working hours system and the legal long holidays, which will make the leisure market and holiday market suitable for working-class consumption more active. Domestic customers with low-end mass consumption will become the main body of the market, and the consumption patterns that truly conform to the broad masses of our people will become the mainstream. Hotels are the main force of catering supply, and should also vigorously expand the domestic demand market.

second, the problems existing in catering enterprises

while catering enterprises have undergone qualitative changes, the competition in the domestic catering market is becoming increasingly fierce, and many catering industries have closed down in this fierce life-and-death struggle. This kind of survival competition for survival of the fittest is a natural legal system, and it is understandable. However, it is necessary for us to explore the reasons for its existence in the current market competition.

(1) inaccurate brand positioning

China is a country with a cultural heritage of 5,111 years, and the development of China's catering market can also be said to have a long history. Today, with the rapid development of the catering industry, when we eat in various restaurants, have you ever thought that several catering brands spread all over China are created by China himself? A considerable part of China's catering industry lacks market analysis and market positioning of its own hotels, or the analysis is not deep enough and the positioning is not accurate, which makes the brand marketing strategy vague, and it is impossible to talk about marketing without knowing where its own advantages are. The catering industry lacks long-term brand development planning.

(2) Poor marketing awareness

Some people always carry out marketing according to traditional methods, and always think? Wine is not afraid of the deep alley? Mainly focusing on dishes, services and environment, spelling out the decoration environment, spelling out dishes and services, without paying attention to the improvement of marketing awareness, gradually formed? Closed to the outside world? Make your source market artificially smaller.

(3) Single marketing means

For a long time, the marketing of catering industry mainly relies on traditional marketing means such as oral communication, signing agreements or simple sales promotion and price war to establish its reputation. Today, with the development of personalized and diversified consumer demand, if we still rely on traditional marketing methods, it is no longer suitable for the survival and development of hotels, which requires the change of concepts and the integration of marketing strategies of catering enterprises.

Third, integrate the marketing strategy of catering enterprises

Integrated marketing refers to breaking through the single mode of independent development of the original enterprises, and integrating resources by constantly tapping their own potential and innovating marketing methods. Generally speaking, this integrated marketing includes all-round integration, multi-level expansion and marketing lines. Consistency and consistency within the enterprise is the guarantee of consistency in marketing communication. Therefore, it is necessary to integrate the internal resources of enterprises. Make the enterprise from company-oriented and operation-oriented to customer-oriented, consumer-oriented and end-user-oriented. Therefore, enterprises must establish corresponding organizations to ensure the implementation of integrated marketing organizationally. At the same time, we should establish a brand awareness system for customers. The key point? Where it is. These? The key point? You should know the basic information of this brand, product category and commodity or service provider as a customer or potential customer. In addition to the communication effectiveness of the brand, products, prices, channels, major measures to promote sales, employee uniforms, convenient and practical user manuals, product packaging, complaint resolution procedures, inquiry response time, loyalty recognition, reputation adjustment, clear contact channels, etc. will all affect the growth opportunities of enterprises. In particular, taking employees as the marketing communication target is a key aspect of the second level. If the internal marketing communication plan does not support or is inconsistent with the external marketing communication plan, up to 41% of the marketing communication expenses may be wasted.

(a) to strengthen product impression marketing

should be aimed at the target market, clear positioning. Such as: dishes for high consumers, high-end business restaurants; In view of the warm environment, thoughtful service and affordable home-style restaurants for mass consumption, and to consolidate the image of consumers as a breakthrough, strengthen the impression of products among consumers. Marketing channels include: using news media, such as TV, radio and newspapers. The purpose is to expand brand awareness and establish the image of catering enterprises. It is a means of information dissemination, which can guide consumption, stimulate demand and expand sales. Strive to do some unforgettable activities that benefit consumers, so as to really enhance the corporate image and get more consumers' recognition.

(2) Special marketing of holidays

Various activities can be held in various festivals throughout the year, such as Christmas, Spring Festival, Valentine's Day, Dragon Boat Festival, Children's Day, Mid-Autumn Festival, National Day and Double Ninth Festival. Festive catering is a market with ordinary people as the main body, which is characterized by a large number of people and a large flow. The catering industry can carry out special marketing according to the characteristics of holidays, such as launching? Traditional famous dishes? , launch? Innovative banquet with distinctive features? , forming a holiday brand.

(3) Green catering marketing

With people's increasing concern about environmental pollution, ecological balance and their own health, pollution-free and pollution-free green food and health food have been welcomed by consumers. This also adds more and more new contents to our marketing ideas. Many catering enterprises adapt to this requirement, and have launched their own health care green recipes, and increased health care facilities to create a health care environment. In recent years, the health care function of medicated diet has been recognized by more and more people. There are more and more medicinal food restaurants. Vegetables and fruits rich in fiber, pollution-free and nutritious wild vegetables, account for an increasing proportion in restaurant dishes, while high-fat and high-protein foods, which used to be the main dishes and big dishes in restaurants, retreat to a secondary position. At the same time, restaurants should adapt to the changes of citizens' consumption demand and introduce all kinds of carefully crafted wild vegetables and seasonal vegetables.

(4) Expanding the scale of operation and implementing chain operation

Implementing the scale operation of catering enterprises is an effective way to increase the market share quickly and effectively. It is necessary to operate on a large scale and ensure quality.