With the well-known foreign catering enterprises entering the China market in succession, it brings not only competition, but also advanced management concepts and strategies. This has greatly impacted the catering industry in China, and catering enterprises have adapted to the market demand through reform and implementation of new business methods, and theme catering, as a new business form, has emerged. Although theme management can create a unique catering image and characteristics, but because it has just started, there are still some problems such as high product pricing, short life cycle, narrow target market and so on. Therefore, improving and perfecting the mode of theme management plays a decisive role in the success or failure of catering enterprises. At present, the general situation of theme restaurant management For catering enterprises, theme management refers to the combination of a certain theme concept and catering services through a series of attractions around one or more historical or other themes, providing catering and services with a special culture as the theme for specific consumer groups. This business form integrates the value of catering into the experience process of consumption, and attracts customers with customized, personalized and characteristic products and services. Theme management not only emphasizes that catering enterprises should decorate around a certain theme in the environment, but even food and services should cooperate with it, so as to meet the needs of specific market groups with a unique atmosphere, cultural content and extended functions, so that customers can find a brand-new feeling of dining in situational experience and make the dining process a brand-new experience. With the emergence of the first foreign-funded theme restaurant of Shanghai Tropical Rainforest with the theme of green ecology and environmental protection in China, and the first Zen Cool restaurant in China with the theme of "prison", various types of theme catering enterprises have exploded nationwide in recent years, and most of them are concentrated in large and medium-sized cities with relatively developed economies. For example, the "Millennium Garden Football Restaurant" in Beijing, every football match becomes the most lively season in the restaurant; And bars with national characteristics like "Sagarmata" naturally become the "national customs" of the city. Most of these enterprises are rich in China local characteristics, which meet the needs of customers with different cultural levels and tastes and enrich the domestic catering market. However, for various reasons, these enterprises often don't last long. For example, the "dark restaurant" in Chengdu, which used to be full of guests, closed down after only three months. This shows that there are still many problems in the theme management mode of catering enterprises, which need to be solved urgently. Advantages and disadvantages of theme management The reason why theme management can gain market recognition and achieve better economic benefits is because its typical characteristics show certain development advantages compared with general management. However, in the process of its development, some unfavorable factors inevitably appear due to objective and subjective reasons. Advantages: Diversity and individuality, which can meet the special needs of consumers. The business theme of catering enterprises is usually regarded as the publicity of business personality, and it is also the crystallization of operators' hard planning, with innovative value and the nature of intellectual property rights. As long as the product items, service methods and environmental design of catering enterprises are patented, registered and notarized, they will gain exclusivity and exclusivity in the same industry competition. This not only shows unique creativity and way in business activities, but also obtains unique style and emotional expression effect in consumers' minds. In recent years, catering enterprises such as Avanti restaurant, Dai restaurant, Miao bamboo house, aquatic fishing village, ethnic restaurant, frontier garden and ethnic song and dance food city have attracted a large number of customers with their unique themes, which shows that the thematic management of catering enterprises has irreplaceable advantages. At the same time, thematic management can meet the special needs of consumers. The target of theme management strategy is carefully selected target customers, and their potential needs are highly consistent with the business demands of business operators. Their relaxed and happy lifestyle of seeking novelty and difference lays the value foundation for theme management, and also makes the resources of catering enterprises more concentrated in the business activities of target customers and their target needs. No matter what product it is, as long as it relies on theme management, it must adapt to the requirements of consumers to enrich their lives and enjoy their lives. In business activities, it can integrate diversified and personalized content and embody the function of creating market value with characteristics. Therefore, once catering enterprises touch the theme management, they can fully show the characteristics of humanized service and provide distinctive services and dishes according to the different needs of each customer. For example, Taipei Tea Restaurants grandly introduced several delicious dishes described in Jin Yong's martial arts novel The Legend of the Condor Heroes, such as "Three Friends at the Age of Cold", "Moonlit Night on the Twenty-four Bridges", "Plum Blossoms in Huaijia, Yu Di" and "Gentleman's Diligent Soup", and the effect was quite good. In order to meet people's information needs, various "information restaurants" attract customers by providing unique information services, such as "news morning tea" service, and each customer can enjoy tea, read newspapers and eat buffets at leisure only by spending more than ten yuan. In addition, the food and environment in the dining space are interrelated. The benefits of catering enterprises not only depend on the location, variety, taste, service quality and management methods, but also depend on the space environment created by them to a great extent. Customers feel the atmosphere of the environment while tasting delicious food. Theme catering emphasizes the unity of the name of the store, the decoration, the dishes and the clothes of the waiters, and creates a unique atmosphere around the theme, so it has high value and vitality. Disadvantages: limitations, seasonality and other factors restrict the sustainability of business 1, the target market of thematic business has limitations. Thematic business takes a certain market as the theme of customers, and designs products suitable for the needs of this customer base according to its characteristics. Therefore, relative to the mass tourist market, professionalism is a remarkable feature of thematic management. Professionalism brings exclusivity, and the market segmentation of theme management prevents or even shields the tourists from other market segments. This exclusiveness is mainly caused by two reasons: first, the exclusion of cultural themes. Cultural identity and exclusion are contradictory unity. As long as there is cultural identity, there is also cultural exclusion. Therefore, theme management can only obtain the part of customers who are identified with cultural themes. Second, relatively high price exclusion. Judging from the product factors that determine the price, the products managed by the theme are combined products, with more components, richer connotations, more delicate processes and more professional services, so the price is relatively high, which can only be discouraged for customers with low and medium consumption levels. 2. Short life cycle and obvious seasonality. Theme management has its advantages and disadvantages. Although it can become famous in a relatively short period of time, this sensational effect comes and goes quickly. At first, guests may be curious, and restaurants will be busy for a while, but after the novelty, business will turn weak. It can be said, "it is not difficult to do a theme, but it is difficult to do the same theme all your life." In addition, for some catering enterprises with a single theme, the off-peak season cycle is also a distinctive feature of their operation. For example, catering enterprises with the theme of natural scenery have low season, normal season and peak season for sightseeing due to the influence of the changes of four seasons. Therefore, prolonging the life cycle and keeping it lasting for a long time is one of the core issues in the management of theme catering industry. 3. There are errors in the theme management strategy. According to the survey, theme catering owners pay too much attention to the decoration of the restaurant and the creation of the atmosphere, while ignoring the theme function of catering-providing meals. Most customers report that the dishes and foods of this kind of catering have no special features, and the quality of the dishes and foods cannot match the decoration environment and dining atmosphere. In addition, the problem of some small chain enterprises and independent restaurants is that they only try their best to imitate the operation mode and catering concept of those big companies, but they don't have the advantages of big companies in brand and scale, strong support from the head office and relevant advantages. It is obviously not enough to win the competition only by catering theme. The implementation of theme restaurant management strategy in the catering market full of imitation and homogeneous management, theme management is an important strategy and strategy for the development of modern catering enterprises in the new period, which has great application value in line with the market. In order to promote the sustained and healthy development of theme management and avoid the misunderstanding of the truth, catering enterprises must do the following work strategically: 1, highlight the theme characteristics, and realize the essence of differentiated theme management is specialization and characteristics. Specialization is the necessity of social division of labor, while specialization is the result of market competition. The more competitive the place is, the more useful it is for the survival and development of theme management. Therefore, before implementing theme management, we should identify the market and select the theme according to geographical location, enterprise strength, local culture and other factors. The choice of theme must be based on the analysis and prediction of the market, which is in line with the consumption level of the market and the potential demand of the target customer group. In recent years, the themes that catering enterprises can choose are more diversified, from the original theme that is consistent with the characteristics of geographical environment to various themes such as music, gambling, culture, history, legends and sports activities. Although China is a developing country, the entertainment economy has already begun to take shape, and some sensitive enterprises have long smelled the entertainment in the market and started to try to combine catering with entertainment, such as "Western Sunshine", "barbizon", "Extraordinary Cinema", "Cool Bar" and "Kung Fu Bar", all of which are full of personality, culture and entertainment. With this theme as the center, the choice of products, the design of environment, the introduction of services and the creation of atmosphere can show the penetration of theme characteristics, thus increasing passenger flow and laying a good foundation for future development. In addition, due to the large gap between the rich and the poor in different regions of China, there is also a gap in the income level of residents in the same region. According to this special national condition, catering enterprises should also develop various grades of consumer products based on the theme, so as to make the prices more popular and meet the needs of customers at different consumption levels. 2. Establishing a brand-name theme and playing down seasonal differences are the key conditions for the success or failure of an enterprise. The purpose of theme management is to widen the gap with competitive enterprises and homogeneous products, but at the same time it is easy to be imitated and surpassed by competitors. In order to prevent others from imitating and improving interception, it is necessary to establish a theme brand or a theme cultural brand. The establishment and development of theme brands is conducive to establishing customer preferences, improving the market control power of enterprises and the market penetration of new products. Therefore, relying on the power of mass media and interpersonal communication means to improve the visibility of corporate theme cultural brands and maintain their reputation is the focus of improving the operating conditions of each theme catering enterprise, which plays a vital role in diluting the seasonal performance of enterprise management. As the core content of management, theme runs through the pursuit of taste and quality of operators. 3, continuous innovation, extend the life cycle In the fierce market competition, the product market life cycle is gradually shortened, and the management mode is constantly innovating. If the novel and unique theme projects are not improved and developed frequently, they will soon lose their luster and be squeezed out of the market. Highlighting the open characteristics of theme management, innovation and improvement are the evergreen foundation of theme management. The object of catering service is diners, and the key to innovation is to provide consumers with new feelings. Therefore, when innovating and making dishes, we should fully consider the gender, age, preferences and other aspects of the diners, not only pay attention to the characteristics of the dishes, but also suit the remedy to the case, and introduce different flavors and varieties of dishes according to different customer needs to meet the diversified needs of customers. In addition, individual adjustments can be made in terms of products, prices, locations, promotions, facilities, personnel and processes, and the combination of these strategies can also be updated as a whole. In the process of improvement and perfection, we will continue to expand the influence of theme management and expand more development space. 4. Stick to the theme of catering, improve business strategy, and avoid formalism that is divorced from the theme. Theme is embodied in form, and form expresses theme. As the core content of management, theme runs through the pursuit of taste and quality of operators. No matter what level of catering enterprises are located in, theme management must show the combination of consumption and culture, and the harmony of interests and emotions in form. Otherwise, the form of demagoguery and the content of price discrepancy can only lead enterprises astray. Theme management is like the layout of an article. The grade and quality of dishes, the design and layout of environment, the rendering and contrast of atmosphere, and the standard and implementation of service must be unified with the quality requirements set by the theme, so as to adapt to the consumption level in a specific period and meet the value needs of target customers. Advocating the unity of content and form of theme management is not only to provide customers with instructions for rational consumption, but also to mobilize customers' emotions and lock their attention first. Because emotional identification is the basic guarantee for cultivating consumer loyalty. Through the theme management, consumers are willing to smell it, and can experience the differences with others and gain special feelings in consumption, so that the enthusiasm for coming again can be maintained and the goal of theme management can be realized.