Positioning is to determine a reasonable position in the minds of future potential customers of the product, that is, to position the product in the minds of future potential customers. The basic principle of positioning is not to create something new or different, but to manipulate the original idea in people's minds, to open the knot of association, the purpose is to occupy a favorable position in the minds of customers. From the perspective of marketing commonly understood, positioning is to run a horse, is in a larger number of consumers, as well as consumers of multi-level consumer demand, lock to serve the population, as well as to determine how to meet the level of their needs for decision-making. It should have the following thinking steps: "for whom the flowers bloom"? The catering market has a huge customer population, and theoretically, there are as many potential customers in the catering market as there are people on the planet. A catering business is in any case can not at the same time to meet the consumer demand of all kinds of consumers, therefore, it is necessary to carry out market segmentation. The so-called market segmentation, refers to the consumer desires and needs in accordance with a total market is divided into a number of **** the same characteristics of the market. Consumers belonging to the same market segmentation, their needs and desires are extremely similar. Through market segmentation, catering enterprises can reasonably choose to write the target market, focus on providing distinctive products and services, and better serve the target customers. When KFC entered the Chinese market, it positioned its target customers in the teenage consumer class, and its corporate culture unfolded organically according to the customer positioning and achieved great success. U.S. brand McKinsey in the Chinese market, but also the target customer positioning in large, medium and small cities, 16-25 years old teenagers in the community, according to this positioning to complete the varieties of positioning, price positioning, marketing strategy positioning, service concepts positioning and so on. In business practice, the customer market segmentation of catering enterprises should start from the geographical location of the enterprise, the business environment and other conditions, based on extensive market research and analysis, to make the positioning in line with the enterprise. That is to say, when the enterprise is located in the environment of the customer group characteristics are relatively concentrated, the enterprise crowd positioning should strive to be detailed and accurate; when the enterprise is located in the environment of the customer group characteristics of the relatively dispersed, the enterprise positioning should also have the appropriate level, both the dominant positioning, but also non-dominant positioning, the enterprise in the selection of the main target market at the same time, but also from a practical point of view, to select a number of market segments as the enterprise's can be competing for the market, as far as possible to meet the needs of several consumer groups. market, as far as possible to meet the needs of several consumer groups. "What to dedicate to you, my friend"? After the target market is determined, how to provide suitable products for the target customers becomes the focus of the next thought. There are two scenarios: Scenario A: there are already mature products and their complete marketing strategies; Scenario B: there is a need to identify products that meet the needs of target customers. In case A, site selection is the most important task, i.e., choosing an environment suitable for the opening of its products and positioning. KFC attaches great importance to the location of its fast-food restaurants, and there is a strict approval mechanism for site selection decisions, which ensures an almost 100% success rate. KFC plans to enter a city, must first grasp the city's business environment, and then plan the business circle, business circle planning, a variety of elements are given different points to be added or subtracted, etc., the headquarters or regional branches through the scoring of different categories of business district, such as downtown business district, district-level business circle, target consumer business district, community business district, tourist business district, and so on. KFC only chooses mature business districts, because the principle of KFC's store opening is: strive to open stores in and around the places that gather the most customers. As the saying goes: "One step away from three cities", which means that the popularity of stores within walking distance of each other can sometimes have a huge difference. But this "city" does not only refer to the degree of prosperity, more refers to the positioning of the appropriate "city road". For example, many elegant and interesting restaurant opened in the hustle and bustle of the downtown area, thick people in the building is not necessarily the best choice. Establishment of catering enterprises in the B situation, its location will generally encounter two scenarios of the environment, one is the raw land; the second is the familiar land. The so-called raw land, that is, there are not yet other food and beverage enterprises or food and beverage enterprises have not yet become a market area; the so-called ripe land, refers to the food and beverage industry has become a market area. In the raw land, if the catering enterprises have enough financial resources, human and material intelligence, can realize in addition to the catering body function of other additional functions, such as tourism function, landscape function, new concept interpretation function, etc., it is entirely possible to establish an unusual product system; if the above elements of the reserve is not enough, as far as possible, to choose the local mass products, because the mass products after all, there is a solid consumer base, the operating If the above elements are not enough, choose local popularized products as much as possible, because popularized products after all have a solid consumer base, low risk coefficient, and it is easy to build up brand advantages compared with the enterprises that enter the region later. When establishing a new catering business in a ripe area, the demand of the target customers should be carefully analyzed. If the needs of the target customers have been satisfied by the products of other catering enterprises, they should choose more competitive other products at the same level. If the amount of local universal products, types, business stores, etc. in the region tends to be saturated, they can choose foreign product varieties compatible with the potential needs of the target customers, in order to satisfy the target customer's demand for new requirements. If the region operates a certain popular product stores to feel the critical point, it is not possible to follow the trend of convergence. As the famous Buffett's Law of economics says, in other people have invested in the place to invest, you will not get rich. The most important revelation of the law is that the choice of investment projects must be careful, not only should be accurately judged beforehand the investment value of the project, and it is best to go to a place with fewer competitors to invest, do not blindly pay attention to a flurry of investment in the industry and the project. The two years of unlimited Shenyang "small potatoes" brand in the capital market, once again subdivided into the target consumer groups, has launched a series of sunshine seafood store, just remembered the seafood stalls series, fishermen, fishermen and women seafood supermarkets series of seafood-based business series of stores. Its "supermarket seafood", "civilian seafood" new concept, in the catering industry has caused a great shock, subverting the previous customer awareness of the price of seafood, the first modern concept of catering supermarkets and deep-seated stalls catering culture in front of the consumers, organically. Realize the product positioning and consumer psychology to take the docking position, become a major highlight of seafood catering business. "The same flowers are not the same open" product positioning includes two levels of content, in addition to the variety of positioning, there are levels of positioning techniques. For example, Sichuan cuisine, high-end Sichuan cuisine, mid-range Sichuan cuisine, low-end Sichuan cuisine to meet the different catering needs of target customers. If you list a positioning coordinates, horizontal coordinates should show a specific regional catering varieties, vertical coordinates should show the same regional catering grade status. Variety to determine, grade to determine the final completion of the product positioning of catering enterprises. As a potential target customer, before entering the consumer state, will be based on a variety of experience and information, to their own needs, expectations, interests oriented to the choice of catering enterprises to portray the image. Positioning is to determine the enterprise for the potential target to create the desired way, the two are unified. The accuracy and correctness of the firm's positioning is proved when the expectations of the potential target are fulfilled completely. Therefore, the harmonious balance of enterprise positioning, customer needs, and product performance is the ideal state of business positioning. "Eyes in the dark" The fierce competition in the catering market is obvious to all ****. When a catering enterprise's market positioning and customer demand to reach an agreement, all the catering enterprises in the region are doing the same effort. While the amount of customers in a particular region is relatively fixed, all the efforts to compete for the share of customers is the content of competition in the market of catering enterprises. Therefore, catering enterprises in the market positioning, only at the same time positioning competitors, in order to ensure that the positioning objectives continue to be achieved. What is a competitor? Generally refers to enterprises in the same region with the enterprise's business scope, target customers, product forms and other similar or similar enterprises. After determining the competitors, you must answer the question, that is, compared with them, where are your defects and strengths? From the perspective of catering practice, the supply chain (cost, franchise), location (business district value), environment (light, lighting, color, music), tableware (style requirements), dishes and beverages (specialization, synthesis), service staff (speed of serving, dress, etiquette, etc.), sales channels (such as membership, reservation system, etc.), the restaurant's image (theme, specifications, taste), and other elements that can become the focus of analysis. After drawing the conclusion of the analysis, the enterprise should complete the construction or operation of each element of the positioning under the guidance of the overall positioning, in order to take the lead in the competition and achieve competitive advantage. ---------------------------------------------------------------------------------------------------------------------------------- - Talking about the management of the management in detail: laugh at the review of catering only love scarf ---------------------------------------------------------------------------------------------------------------- -------------------