1. The impact of economic development on hotpot, which includes the increase in consumer demand for hotpot, the structural contradiction between the existing hotpot and the existing hotpot of various grades of hotpot restaurants, the development of society and the national policies and measures for the development of the food and beverage industry plays a huge role in promoting the development of the objective environment and the change of consumption. Consumption of the unruly nature of several major factors.

2, the influence of traditional factors on the hot pot, which contains the history of hot pot, extensive, cultural, uniqueness and so on.

3, the influence of the surrounding environment on the hot pot, including the policy environment, such as the opening of the security situation, functional part of the efficiency, etc.; basic measures, such as road traffic, parking location, water, electricity and gas supply, communication networks, procurement channels, consumer groups, financial, health, labor and other closely related to the operation of the supporting measures; measures to preferential, such as taxation, various types of fees, room, talent The company's main goal is to provide the best possible service to its customers, and to provide the best possible service to its customers.

Self Factors

4P Analysis:

1. Product

The specialty of the restaurant is shabu-shabu, which is its strength and should be the signature food of the main business. In addition, all food products should be centered on shabu-shabu, which is the direction that should be adhered to now and in the future, and all other products should be centered on it without any doubt.

2. Price

The store has a tentative area of **** square meters, two floors, and due to the size of the store and the consumption habits of Nanning people, the per capita consumption is set at 40~70 RMB per person. This price is completely acceptable for the average consumer. Therefore, relative to other large-scale stores, obviously has a certain price advantage. Should seize this advantage, without reducing the quality of meals and service quality, to attract more middle and lower consumers.

3, place (place)

The address is chosen in Nanning City, Jiangbei Avenue ****, is a more busy street, the flow of traffic is larger, especially on weekends and at night, there are a lot of consumers on this road. It is also very close to a number of residential areas, coupled with its important geographic location and the surrounding developed transportation environment, can bring a certain advantage for its business, is very conducive to the promotion of corporate culture and the general public in the establishment of a good reputation.

4, promotion (promotion)

To establish a good image of the enterprise in the short term and a solid foundation, to take a certain means of promotion is essential, which is conducive to the understanding of the people; therefore, in the beginning of the opening of the promotional means of publicity for the enterprise is essential. Publicity is an essential means of expanding the visibility of enterprises, especially at the beginning of the opening, enterprises must take this as the focus of the development of marketing programs, other activities should be carried out as the center.

Second, the establishment of the target consumer groups and the psychological analysis of consumer groups

Eat hot pot is the majority of people in China's favorite dining habits, especially the development of hot pot to today, from the variety of hot pot, grade, scale, production, mixing, flavor, etc. has emerged from the diversification of the characteristics of the hot pot, so that a variety of hot pot production and supply hot pot Consumption of the rapid development of enterprises, but also engaged in and will soon be hot pot industry enterprises and operators of great enthusiasm and interest. At the same time, the development of consumer groups from a single type to multi-group development, for the hot pot industry's booming development has increased vitality.

1, object analysis:

(1), the occupational characteristics of consumers: the general students, migrant workers, ordinary wage earners, and senior white-collar workers, public employees, their consumption habits and consumption level is different;

(2), the age of the consumers: such as the elderly love the bland, young people prefer heavy taste and thick. Young people prefer heavy taste and thick type and so on;

(3), the consumer's gender characteristics: women and men tend to pot for hot pot, taste weight, type of food and so on there are certain differences;

(4), the consumer's regional and national characteristics: different regions, different nationalities of the people of the pot pot for the hot pot pot requirements are very different, it should be differentiated.

Of course, because of the interpenetration of hot pot osmosis, intermixed, a lot of hot pot has been improved, innovative, suitable for most people's tastes, with **** sex. But the analysis of consumers is essential.

2, customer consumption behavior analysis:

Consumption is a comprehensive concept, consumer behavior, including the level of consumption, the structure of consumption, consumption mode and consumption habits.

(1), the level of consumption and the customer's affordability has a direct relationship, reflecting the customer's ability to pay and this ability to pay the appropriate demand to know, directly expressed in the customer's choice of hot pot restaurant grade and type;

(2), the consumption structure is a variety of customer spending ratio, the expenditure and occupation, age, gender, geographical ethnicity, and other factors have a close and intimate connection

(3), the way of consumption of personal, family, business, group, etc., different ways of consumption in the choice of grades and varieties of different;

(4), the consumption habits are reflected in the dining environment, ambience, brand, flavor, economy and other aspects of the formation of habits.

Analysis: Customers in the process of choosing hot pot restaurant, pay close attention to the characteristics of the hot pot store and nutritional delicious, which requires us to operate **** hot pot store in the process must highlight our own characteristics, originating from Inner Mongolia's mutton delicious, nutritious.

3, customer consumption analysis:

(1), uncertainty: the majority of customers are active, the small sector is determined, so the site selection should be fair.

(2), randomness: the number of customers, the difference is large, the consumption of hot pot is selective, so we must grasp the dynamics of the development of hot pot, adjust the taste in a timely manner, to improve the innovation.

(3), flexibility: this is determined by the success of the brand, to the frequency of customers dining and return rate as a sign.

(4), guidance: adjust the business strategy, successful advertising operations, etc., will have a certain guidance on customer consumption.

Based on the above analysis, therefore, the target group is positioned as white-collar workers, senior business people and independent operators with independent consumption ability,

so the brand positioning should be high, which can be applied to families, friends' gatherings and business banquets in lamb shabu-shabu hotpot restaurants.

Consumer age level analysis (in 2018, the population of Nanning City is *** million people, of which the urban population *** million people, the urban population of the central city reaches 2.1 million people):

a. 16-24 years old: secondary school students, college students, freshly graduated internships, with independent money at their disposal, and more often than not will be in the weekend classmates' reunion

b. 25-30 years old: Have a foothold in society, a generous monthly income, the transportation can afford to take a taxi or have their own car, have not yet started a family, are eating out

c, 31-40 years old: have started a family, the transportation can afford to take a taxi or have their own car, will not often due to the work of the dinner at home

d, 41-55 years old: career has been fixed, the majority of the family will be taken to eat out

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Advertising:

1, the specific marketing plan needs to pull the banner near the store, send flyers, the hot pot restaurant vigorously publicity.

2, the establishment of close customer relations, in the customer's birthday, wedding anniversary and other dates, we can give small gifts.

3, in the eleventh or Mid-Autumn Festival and other holidays, you can launch discount promotions.

4. Invite some celebrities or government officials to visit, inscribe and take pictures.

5, advocate the dietary recipes about health, health care.

6, holidays and local media cooperation, the launch of hot pot lectures, hot pot column, hot pot recipes.

Two creative aspects:

1, VIP strategy

The consumption of accumulated to a certain degree of customers can get a membership card, and then you can later through the membership card for some price discounts.

2, more new product development strategy

Generally eat a lot of hot pot, there is a sense of heat, and easy to fire. And with the modern people on the standard of living, in the family consumers, often more than 60 years old elderly consumers, they should not eat more greasy; for young women who love beauty should not eat too much spicy. For this problem should be targeted new product development, such as refreshing warm hot pot, health care hot pot, beauty detoxification hot pot.

3, a combination of sales strategy

A variety of dishes and pots for reasonable collocation, combined into different hot pot packages, the packages are rich in characteristics of the name, and the combination of packages after a certain discount. This will guide consumers to consume different dishes and new products, help consumers to make the best flavor combination, and better leave an impression on customers.

A. Purpose

We already know the formula to combat competitors, through the fight against the competing brands, we have been in the newly opened store has a very good advantage, but has been successfully operated for a period of time rivals, our preliminary fight can not be a direct impact on our Turnover, so we need this supplemental program, in order to be able to seize, shrink the market of some categories of competitors, and at the same time to achieve the purpose of the fight against competitors.

Second, seize the preparatory work before

In any activity carried out before the single store should be in the business circle of competitors for the preliminary investigation, and divided into major competitors and secondary competitors, the main competitors of the investigation contains: decoration and positioning grade, the positioning of the price of food, competitors selling points, service quality, health, etc., operational processes, turnover, attendance, and the investigation of the main competitors, the main competitors of the investigation of the main competitors. Process, turnover, attendance, advertising strategies, promotional strategies. Based on the results of such market surveys to analyze and develop our grab plan.

Third, because of the different brands and regional differences, the headquarters only provide a few typical examples, do not intend to do a detailed implementation of the rules, focusing on the dissemination of a way of thinking, I hope that a single store in the implementation of their own detailed plans and strategies.

Four, grab a slight policy

A & gt; single store decoration positioning

1, single store decoration style headquarters standards, that is, with a distinctive personality, but also highlight the cultural atmosphere. (High-grade stores have plaques, poems, paintings, reliefs, etc.)

2, in the decorative materials and construction techniques can not be too rough.

3, on the scale and grade of the relative competitiveness of the single store, single store rooms can be set up a VIP room (utensils can be considered gold or silver) to attract established customers, but also can play an advertising effect, creating an impact in the industry.

4, 800 square meters above the single store can be considered to set up an additional stage: ① folk music (guzheng, yangqin, erhu, etc.); ② fashion modeling, singing, in order to increase the atmosphere, to stabilize the clientele.

Two & gt; price positioning

The price is the most sensitive regulating lever, we should be depending on their own store price positioning, our pricing standards do not refer to sub-competitors, the main reference to the main competitors of the same grade, the price is slightly lower than that of such competitors, and never higher than the competitors or special sales on the main products. Special sales on the main products, (other differentials are basically the same) in the service or preferential measures better than the opponent.

Three & gt; analyze the strengths and weaknesses of competitors.

Competitors in the business district advantages, disadvantages we analyze from the important factors and non-important factors in two aspects, important factors such as: environment, health, food, service, etc.. Non-important factors mainly refers to complementary, auxiliary measures, such as some non-major concessions, etc.; in the many important factors that our competitors already have (price difference is our point of appeal), so our rules must be in the non-important factors (auxiliary factors) to find competitors in the lack of competitors, such as competitors with or without parking lot, car wash services; the number of varieties of snacks, whether there are children, women like food; groups with or without vehicle transportation; store whether there are green plants; extension of the service; whether there is a toast to the gift giving; small gifts of ingenuity and so on.

In order to make our single-store managers have a concept and implementation of ideas, the following briefly introduces a "quadrant analysis model" theory, I hope that the theory conveyed by the headquarters of the single-store managers can give us inspiration.

Repair area advantageous area advantageous area: (high degree of importance) is a single-store advantages, need to be maintained.

Opportunity area maintenance area repair area: (high degree of importance) single store performance in this area is relatively poor, need to focus on repair and improvement.

Opportunity Zone: (low importance) single store performance in this area is relatively poor,

consumers and competitors, including our single-store ignored, our single-store can tap into this area of opportunity, to understand the satisfaction of our customer base, to attract potential customers.

Maintenance Zone: (Low Importance) Single store performs relatively well in this area and is of little practical significance to the single store and does not require much effort.

Four & gt; single-store publicity

Single-store publicity aims to improve the degree of knowledge and reputation, mainly through advertising to improve the degree of knowledge, such as newspapers, television, radio, street signs, text messages and other advertising channels to be realized. Through public welfare activities, such as sponsorship, donations, condolences, etc. to improve the reputation of the single store. In addition, by improving customer satisfaction can also be achieved to enhance the role of the single-store brand.

Five & gt; looking for selling points

Selling points are mainly able to absorb the details of the customer, if a competitor's a selling point of great success, a single store should immediately carry out a preliminary imitation, if the competitors do not immediately innovate, then his selling points will be diluted by us, while our single store in the price of the dissemination of pathways up and down some efforts, but rather Become a competitor's headache selling point, this method is a negative passive approach, the positive method is a single store according to the characteristics of the surrounding environment to find selling points, such as low-priced promotional drinks, innovative dishes, innovative services, customer service support measures, such methods are constantly updated to avoid competitors to follow the trend.

Six & gt; the establishment of marketing teams, multi-channel marketing strategy

1, the establishment of marketing teams. Single-store manager should also be excellent marketer, is the marketing team, all employees should be single-store marketer, carry out full marketing. Store manager, floor, executive manager plays a major role, but also the core strength, internal management, external market. General store marketing program in a single store implementation must have a single store marketing group assessment and prediction, if necessary, need to be supplemented and innovation.

2, the establishment of part-time marketing team. List, ranking list:

A, list of good, with a certain social relationship with friends, through their frequent "with customers (or recommended) consumption.

B, you can contact the staff of the entertainment and leisure venues to send invitation cards or discount cards, according to the actual consumption to give them an appropriate commission or dividends.

Of course, there are different ways to establish a part-time marketing team, mainly a single store according to the local `market and store to choose their own appropriate way.

Channel marketing is not a new concept, single store through the channel is the headquarters of the promotional methods provided by the promotional methods and dissemination channels, the use of three-dimensional publicity and promotions to achieve the purpose of grabbing the competitors market.

Seven & gt; often promotional