product positioning includes two levels of content, in addition to product positioning, there are also hierarchical positioning techniques. For example, Sichuan cuisine, high-end Sichuan cuisine, middle-end Sichuan cuisine and low-end Sichuan cuisine respectively meet the different catering needs of target customers. If a positioning coordinate is listed, the horizontal coordinate should show the status of catering varieties in a specific area, and the vertical coordinate should show the status of catering grades in the same area. Only when the variety and grade are determined can the product positioning of catering enterprises be finally completed.

as a potential target customer, before they enter the consumption state, they will paint the image of the selected catering enterprise based on various experiences and information and guided by their own needs, expectations and interests. Positioning is to determine the way for enterprises to create potential goals, and the two are unified. When the expectation of potential goals is successfully realized, the accuracy and correctness of enterprise positioning are proved. Therefore, the harmonious balance of enterprise positioning, customer demand and product performance is the ideal state of business positioning.

when catering enterprises position themselves in the market, only by positioning their competitors at the same time can they ensure the sustainable realization of their positioning objectives.

what is a competitor? Generally speaking, it refers to enterprises that are similar or similar to their business scope, target customers and product forms in the same area.

after determining your competitors, you must answer a question, that is, what are your shortcomings and advantages compared with them? From the perspective of catering practice, the supply chain (cost, franchise), location (business value), environment (light, lighting, color, music), tableware (style requirements), dishes and drinks (specialization, integration), service staff (serving speed, dress, etiquette, etc.), sales channels (such as membership system, reservation system, etc.), restaurants.

of course, the market positioning and competitors are not fixed. Due to the changes in the big market environment, the reshuffle of regional markets, the change of competitors, the strategic integration of enterprises and other reasons, the market positioning must sometimes be re-established according to the new situation.