1. The content of market positioning
The catering market positioning mainly includes five aspects: customer source, product, quality, price and environment. The content of these five aspects is centered on customers, and products, quality, price and environment are like four wheels, carrying the customers of the target market and promoting the marketing and business operation of catering management. Therefore, the relationship between these five aspects is: customer source is the center, environment is the foundation, product is the key, price is the lever, and quality is the guarantee. To do a good job in catering market positioning is to select the right target market, design the product structure, set reasonable prices, create a good environment and provide quality services.
2. Working system of market positioning
The catering market positioning includes five aspects, each of which has its specific content structure, which together form the working system of catering market positioning. For example, determining the source of tourists is to choose what type, consumption level and payment ability, and what scope is the main source market, which is referred to as determining the type, level and distance, thus forming the target market structure. Defining products is to determine what flavor, what variety and what structure products to use to meet their consumption needs according to the specific needs of customers in the selected target market. Determining the quality is to ensure the quality of catering production according to the quality preference and specific needs of the guests in the selected target market, and to cultivate loyal customers and form a relatively stable market structure according to the color, aroma, taste, shape, quantity and container of the guests in the selected target market. Every aspect of this content system and its concrete structure are interrelated, interdependent, conditional and inseparable. Doing a good job in the market positioning of catering management is to seriously study the expression and requirements of this system and its specific content in every aspect. It is a very complicated and meticulous work and the key to the success of catering management, which must be highly valued.
3. Measurement relation of market positioning
In the positioning system formed by catering market positioning, there is a degree of mastery of quantity and degree in each aspect, which is the so-called measurement relation of market positioning. For example, there are three contents in determining the source of tourists: the type-whether to choose public funds or families, whether to choose group dinners or scattered seats; Level-whether to choose high consumption or low-end tourists, whether to choose government agencies or corporate associations; Distance-whether it is mainly mobile tourists or close guests, etc. Another example is the specific measurement relationship in setting the price: unit price-to what extent should the price level of various products on the menu be mastered; Gross profit-how high is the gross profit level of menu prices, banquets, teams and other tourists, and how much should the classified gross profit rate and comprehensive gross profit rate be controlled to attract, stimulate and retain guests in the target market; Structure-to what extent should the price structure of various products on the menu be mastered, and how to arrange the ratio of high-grade, middle-grade and low-grade vegetable prices is most conducive to attracting, stimulating and retaining customers in the target market. These all have a measure of market positioning. Therefore, to do a good job in catering market positioning is to study, determine, master and control its quantity and degree according to the specific contents of each of the five aspects: customer source, product, quality, price and environment, so that they can all be kept at a relatively reasonable level, which is conducive to attracting, stimulating, developing and retaining customers in the target market. This is the purpose of doing a good job in catering management market positioning.