source of marketing plan for catering trial operation 1. a brief analysis of the present situation of Deyang catering market. Due to the earthquake disaster, the catering market in Deyang is weak as a whole, and the catering enterprises living at the high end of the market are the most seriously affected. There are three main reasons: (1) After the earthquake, party and government organs, troops and many large and medium-sized enterprises took earthquake relief as their primary work, and all kinds of meetings, receptions and business activities were basically suspended, and the recovery was slow; (2) Due to the continuous natural disasters this year, the central government has repeatedly asked government departments at all levels to be diligent and honest, and official consumption, as the mainstream of high-end catering consumption, has continuously reduced consumption funds; (3) The earthquake can be said to be a disaster to the Sichuan tourism market. After a long time, it was difficult for Sichuan tourism to recover its vitality, which also brought a serious blow to hotels, restaurants, passenger transport and other related industries, and the number of tourists shrank greatly; (4) Some large and medium-sized enterprises are seriously affected, and the amount of public funds will also be reduced. Therefore, for a long time in the future (at least half a year), Deyang's high-end catering market must be a slow and gradual recovery process. In this process, some middle-and high-end catering enterprises with insufficient confidence will be unable to sustain themselves and close down. The only way to continue to operate is to reduce costs, increase marketing efforts and adjust business structure to wait for a turning point. However, one thing is certain, the weakness is only temporary, the rapid development of Deyang economy is an inevitable trend, and the recovery and prosperity of Deyang catering market is also an inevitable trend. In the long run, we should be optimistic. Second, specific coping strategies. Since it is favorable in the medium and long term, the TPY Hotel HJ Restaurant should firmly position itself and carry out its business work in an orderly manner. Of course, in view of the current market situation, it is necessary to adopt some flexible marketing strategies to deal with it. 1, adhere to the high-end brand line. Adhere to the high-end and mid-end business positioning, and firmly achieve the strategic goal of being the first brand of Deyang catering. From the environment to products and services, we will build Deyang's brand image with the most grade and taste. 2. Differentiated competitive strategy. Hotel catering is often similar, lacking characteristics and innovation. The competitors of HJ Hotel are not limited to hotel catering, but all the high-end catering enterprises in Deyang, and they should even include themselves in the catering market of Chengdu business circle to participate in the competition. According to the analysis of the current actual situation of the hotel, we can create our own characteristics from the following aspects to realize brand differentiation: 2.1 product differentiation. Featured health-preserving dishes and bird's nest nourishing dishes have obvious health-preserving and health-care effects, especially bird's nest has special effects on delaying aging and beautifying women. These two dishes are highly accepted in the high-end catering market, and it is innovative to take them as featured products in Deyang catering market, and it is easy to form the differentiated competitive advantage of HJ Hotel. Health dishes should form a series, and make appropriate adjustments according to seasonal changes. Besides hot dishes and cold dishes, soups, snacks and even rice can be made into health series. For example, winter ladies nourishing soup, men nourishing soup, yangwei decoction and other soup series, pumpkin rice, corn rice, lily porridge, lotus porridge and other rice series, and so on; Drinks can increase the series of health-preserving and nourishing wine, which echoes the dishes; Tea before meals can also introduce health tea series, such as beauty, stomach, heart and so on. On weekdays, restaurants can offer special banquets such as "health family banquet", "health birthday banquet" and "health business banquet" of different specifications and grades, and also offer personalized banquets such as "Mid-Autumn Festival health reunion banquet" and "New Year's Eve health group annual banquet" in important festivals. Let the guests enjoy delicious food in HJ restaurant, at the same time, they can get good health care benefits and change their diet health knowledge.