In recent years, with the increasingly fierce competition in the catering industry, the role of catering marketing has become more and more important. The following are the papers I collected about the integrated marketing strategy of catering enterprises, hoping to help you!
abstract
Integrated marketing strategy is particularly important for enterprises. At present, the application of integrated marketing strategy in China is mainly limited to large enterprises, mainly used in corporate image building, brand communication, marketing elements combination and other fields. As a marketing method, integrated marketing strategy is not only a sharp weapon for enterprises to carry out marketing activities, but also an effective means to integrate various effective resources in enterprise management and realize enterprise development. In enterprises, marketing strategy is based on customers. According to the existing experience, we can get some information about customers' demand and purchasing power and the expectations of the business community, so as to organize some business activities in a planned way, through some channel strategies, product strategies, promotion strategies and price strategies. Some processes of providing customers with good services and goods to achieve enterprise goals.
key word
Integrated marketing strategy; Popularization; Enterprise operation
In recent years, with the increasingly fierce competition in the catering industry, the role of catering marketing has become more and more important. Let me talk about the experience of integrated marketing strategy of catering enterprises for reference. Integrated marketing strategy mainly means that catering enterprises need to determine accurate brand positioning and target market for their products on the basis of market research; Find out what is the core selling point of the product; Refine the product's good advertising language, how to spread the brand, and plan the overall sales system. It is an organic system combination of various marketing communication means (such as advertising, publicity, culture, personnel promotion, etc.). ) rather than a single marketing tool. Therefore, if catering enterprises want to win in the fierce competition, they should adopt the combination boxing strategy of integrated marketing communication.
First, the status and importance of catering marketing
The center of catering business is the market and the target is customers. As a catering industry, marketing is based on our dishes, services, environment and atmosphere. If the hotel wants to win in the fierce market competition, it must first do these tasks solidly. In other words, it can not only meet the material and physical needs of consumers, but also meet many psychological and spiritual needs of customers. To this end, we must cultivate a high-quality manager and a stable staff. Generally speaking, the hotel environment is established and often needs a lot of investment to change; The dishes, services and environment do not need too much investment, and the effect is the fastest and most obvious. Therefore, we can make the hotel personalized, characteristic and visual on the basis of standardization, standardization and proceduralization. The psychology of guests is always innovative, unique and changeable. Through continuous innovation, we will enhance the guests' goodwill towards our hotel, thus increasing the number of customers.
(1) Market positioning of catering consumption is the basis of marketing.
The usual market positioning is mainly reflected in the cuisine and price, and customers of various consumption levels and tastes are attracted through market segmentation. In addition, we might as well add some cultural orientation. Today's world is rich and colorful, and each place has its own unique cultural landscape or cultural heritage. Whoever uses this cultural treasure house for commercial purposes will win business opportunities.
As the core of the marketing strategy of modern catering enterprises, we must keep up with the pace of the times, seize the lifeline of market development, and take the needs of customers as the center. Only by keeping up with the changes of customers in time can catering operators keep up with the market, retain and win more customers. Personally, I think the key words of customer's consumption view are: rationality, green, culture, leisure, nutrition and safety. According to these principles, establish your own theme and form your own characteristics.
In recent years, in response to market demand, some theme restaurants have developed rapidly, bringing these concepts to the extreme. No matter in the decorative style, functional design, or the management of cuisines, it embodies a certain theme and cultural connotation. And strengthen the training of employees, improve the expression and marketing ability of employees, and enhance the impression of customers on us. In addition, restaurants also determine menu pricing according to the market, choose advertising channels, unify dishes, services and restaurant design, and complete market segmentation. The so-called market segmentation refers to dividing an overall market into several markets with the same characteristics according to consumer demand. Through market segmentation, catering enterprises can accurately select the target market, concentrate on providing distinctive products and services, and better serve the target customers. For example, when KFC entered the China market, it placed customer orientation in the consumer class of children and teenagers. Most of its business activities are carried out around children and teenagers, and the effect is very good.
(B), the inevitability and feasibility of popular management
In recent years, the popular management proposed by the catering industry is a positive response to the changes in the catering market.
(1) Influence of environmental factors
The influence of environmental factors on catering industry is very important. It is precisely because of environmental factors that most people have changed their inner views, and some even blindly follow the trend, and consumers follow the trend of new products, resulting in the supply of original products far exceeding the original market demand, making hotels unable to operate according to the original policies. Therefore, it is necessary to adjust the market positioning and attract and meet the needs of consumers through product renewal and business innovation.
(2) Industry competition has intensified.
At present, the competition in the domestic catering industry is very fierce, and various restaurants have sprung up like mushrooms after rain, and they are affordable, large in scale and outstanding in dishes, which are closer to the different levels of consumer demand of the people. As a result, the distinctive theme features have attracted many consumers and dispersed the customers of hotel catering.
(3) Changes in policies and concepts
Due to the development of China's national tourism plan, the domestic tourism industry has developed rapidly, and the consumption consciousness of the general public has been further improved. In addition, due to the implementation of the new working hours system and the statutory long holidays stipulated by the state, many markets suitable for middle and lower consumption have become more active, and middle and low-end consumers have gradually become the main body of the market, and the consumption mode that truly meets the needs of the general public in China will become the mainstream. Hotels are the main force of catering supply, and should also vigorously expand the domestic demand market.
Second, the problems of catering enterprises
At the same time of qualitative changes in catering enterprises, the competition in the domestic catering market is becoming increasingly fierce, and many catering industries have closed down in this fierce struggle. This survival competition of survival of the fittest is a natural legal system, which is understandable. However, in the current market competition, it is necessary for us to explore the reasons for its existence.
(A) brand positioning is not accurate
China is a country with a cultural heritage of 5,000 years, and the development of catering market in China has a long history. With the rapid development of the catering industry today, when we eat in various restaurants, have you ever thought that several catering brands all over China were created by China himself? A considerable part of the catering industry in China lacks market analysis and market positioning for their hotels, or the analysis is not deep enough and the positioning is inaccurate, which leads to vague brand marketing strategies, and it is impossible to talk about marketing without knowing their own advantages. The catering industry lacks long-term brand development planning.
(B) poor marketing awareness
Some people always follow the traditional marketing methods, always thinking that "the fragrance of wine is not afraid of the depth of the alley", focusing on dishes, services and the environment, spelling out the decoration environment, dishes and services, without paying attention to the promotion of marketing awareness, and gradually forming a "closed door", making their own tourist market artificially smaller.
(C) a single marketing tool
For a long time, the marketing of catering industry has mainly established word-of-mouth through oral communication, signing agreements or simple promotion, price war and other traditional marketing methods. Today, people's consumption demand is developing towards personalization and diversification. If we still rely on traditional marketing methods, it is no longer suitable for the survival and development of hotels, which requires catering enterprises to change their concepts and integrate marketing strategies.
Third, integrate the marketing strategies of catering enterprises.
Integrated marketing refers to the realization of joint marketing by constantly tapping its own potential, innovating marketing methods, breaking through the single mode of independent development of the original enterprises, and integrating resources. Generally speaking, this integrated marketing includes all-round integration, multi-level expansion and marketing lines. Within the enterprise, the consistency of marketing communication is guaranteed by consistency and coherence. Because of this, it is necessary to make some appropriate adjustments to the internal resources of enterprises. Let enterprises turn to customers and consumers, so it is necessary for enterprises to establish corresponding organizations to ensure the normal implementation of integrated marketing. On this basis, we also need to establish the key points for most customers to correctly understand the brand. We regard these key points as customers or some potential customers to better understand this information. Colleagues should also pay attention to the packaging, instructions and inquiry time of some products, which will affect the growth of enterprises more or less. At the same time, if the internal and external marketing communication plans are inconsistent, it will also cause a lot of waste of marketing expenses.
(A) to strengthen product impression marketing
We should aim at the target market and make a clear positioning. Such as: dishes for high-consumption people and high-end business restaurants; In view of the warm environment, thoughtful service and affordable family-style restaurant suitable for mass consumption, and to consolidate the image of consumers as a breakthrough to strengthen the impression of products among consumers. Marketing channels include: using news media, such as television, radio and newspapers. The purpose is to expand brand awareness and establish the image of catering enterprises. It is a means of information dissemination, which can guide consumption, stimulate demand and expand sales. Strive to do some unforgettable activities that benefit consumers, truly enhance the corporate image and get more consumers' recognition.
(B) the characteristics of holiday marketing
Various activities can be held in various festivals throughout the year, such as Christmas, Spring Festival, Valentine's Day, Dragon Boat Festival, Children's Day, Mid-Autumn Festival, National Day and Double Ninth Festival. Holiday catering is a market dominated by ordinary people, which is characterized by a large number of people and a large flow. The catering industry can carry out special marketing according to the characteristics of holidays, such as launching "traditional famous dishes" and "innovative banquets with distinctive characteristics" to form holiday brands.
(C) Green catering marketing
Due to the improvement of people's living standards, some people's concept of life has changed. People pay more attention to their own health and the living environment around them, so many people pursue green life, pay more attention to green food and pay more attention to their own health care. . This also adds more and more new contents to our marketing ideas. Because of this change, many catering enterprises have gradually introduced green food with their own characteristics and added many health care facilities to adapt to this change. In recent years, people have a great understanding of health care, and medicated diet has undoubtedly become an ideal health care measure in many people's minds. Therefore, medicated diet has gradually become popular in many restaurants, with more and more forms. The introduction of many new medicated foods is deeply influenced by consumers. At the same time, restaurants should adapt to the changes of citizens' consumption demand and introduce various well-made wild vegetables and seasonal vegetables.
(four) expand the scale of operation, the implementation of chain operation.
The most effective way to quickly increase market share is to implement the scale operation of catering enterprises. At the same time, we should attach importance to both scale operation and quality. In order to give consideration to both quality and scale operation, some measures must be taken to improve efficiency. For example, cooking, service attitude, operation process and fund operation should be handled well. Chain operation can also be implemented to expand the scale of operation. This way not only expands the scale of operation, but also promotes the characteristics of restaurants better. You can run a restaurant with the same characteristics in different parts of the city, which is what people call a branch, to make catering more popular.
(E) Restaurant image marketing
Design and plan the image of the restaurant, such as the design of storefront logo, the choice of restaurant theme, the decoration style of the restaurant, furniture, layout, color lighting, etc., so as to promote it. A good restaurant image can make people feel comfortable and make consumers feel good about the restaurant.
Concluding remarks
At present, catering enterprises in China are facing more severe market competition, which also means a broader market. Opportunities and challenges coexist, and enterprise cost control becomes more and more important. Enterprises should strengthen cost control from human resources, procurement and other aspects, and update the cost concept in time. Only in this way can they ensure the healthy and sustainable development of catering enterprises and be invincible in the fierce market competition in the future.
refer to
[1] Yan Zhimin Excellent Catering Service Management, China Marketing Communication Network.
[2] "2065438+00 China Catering Market Research and Forecast Report"
[3] Qian "A Preliminary Study on Catering Marketing" Journal of Guilin Tourism College 200 1 12.
[4] Wang Deli "Talking about Catering Marketing" Journal of Guilin Tourism College 1988 1 1.
[5] Rebecca "Hotel Marketing Management Analysis" Journal Management Observation, 2009.
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