In the process of systematization of catering enterprises, the market is dominant, management is dominant, management is the foundation and technology is the tool of enterprises. To do a good job in the development and operation of catering enterprises, it is necessary to advance alternately with management, but management is not the purpose, management is only the guarantee of operation, management serves for operation, and operation is more important than management. Management is not sales, nor management in a broad sense; Management is an innovative economic decision based on market research.

Catering enterprises should pursue "the most suitable for me, the largest input-output ratio and the most potential market", which are indispensable. And through the comprehensive innovation of spirit, concept and thinking, the traditional management will be upgraded to innovative management. The innovative management of catering industry should establish a planning department and grasp the main links such as correct positioning, target strategy, manufacturing characteristics, structural adjustment, active promotion and prudent development.

Second, study the market, subdivide the market and realize the correct positioning.

The connotation of research market is the influencing factors of research demand, research competition, research self and research profit. The trick of studying the market is to put yourself in others' shoes. Demand falls into two categories: actual demand and potential demand. It is necessary to subdivide market demand and be good at finding business opportunities from it.

Research the market from big to small in strategy, and don't block yourself; Tactically, we should expand the market step by step from small to large. When the market changes, the positioning of enterprises must also change accordingly. For example, in the off-season, it is necessary to have the positioning of the off-season and study the business strategy of the off-season. The market positioning of enterprises must also be understood by target customers, so as to attract customers.

Third, establish enterprise goals and do a good job in development strategy

The focus of competitive strategy is brand strategy. Famous brands are half technology and half culture. Only in this way can we form a distinctive brand and gradually build a brand with core competitiveness. The development of catering industry should take the road of chain operation based on famous brands. Enterprises without characteristics can join famous stores through complementary advantages.

Fourth, create characteristics and create competitive advantages.

There is a motto in market competition: "Don't open a store without characteristics."

Functions are planned and manufactured by studying the market. Manufacturing characteristics should be comprehensively carried out in the following aspects:

1. Innovation of management mode

2. Business content innovation

3. Business service innovation

4. Business environment innovation

5. Operating price innovation

6. Enterprise management innovation

1. Innovation of management mode

Enterprises with the same catering level are reorganized into large chain catering groups or join domestic famous brand chain groups according to the standardized joint-stock system; Preferential booking mode can be operated through online booking mode; Characteristic management under different market positioning (such as holiday restaurants, social professional restaurants, theme banquets, scattered restaurants, etc.). ).

2. Business content innovation

Chain restaurants (groups) should be located nearby, supporting the construction of "eating, living, traveling, shopping and entertainment" to carry out comprehensive management of mutual support and promotion. It should be diversified and personalized; It is not appropriate to have a separate product to effectively solve various factors that restrict the competition with social catering; We should develop our own brand products under the premise of clear positioning; Fitness and entertainment facilities should be resources rather than furnishings; We should constantly develop new service content through empathy.

3. Business service innovation

First of all, we should strengthen the knowledge and understanding of service: service is a specific commodity of the tertiary industry; The essence of service is to respect customers; Establish the concept of customer first; Advocating empathy (holding a big discussion on "If I were a customer"); Develop emotional services (based on "everything is for you"); Do a good job in service labor competition; The best service is to make customers feel the existence of service; It is necessary to combine standardized services with personalized services to avoid excessive services.

4. Business environment innovation

The architectural style, decoration and business environment should be comprehensive, and the system design of catering and entertainment should conform to the actual operation and should not be conceited; The reasonable design of parking lot should be combined with; The setting design of moderate background music; The relationship between air conditioning temperature setting and operation; Welcome to form design; Placement of flowers and small animals; Cultural characteristic design of private rooms; Green catering design, healthy leisure design, etc.

5. Operating price innovation

The price is determined by market positioning and the law of supply and demand, and the price reduction must be based on reducing costs; It is necessary to consider the economic benefits from the overall perspective and set up bait products reasonably and variably; Discounts are not as good as gifts; Preferential consumption should take precedence over the next consumption or other consumption; Off-season prices can be designed. Catering can't have a "current price", it must be clearly marked; Catering should reasonably set up preferential products for the vulnerable groups of all ages.

6. Enterprise management innovation

Management includes system management, mechanism management and corporate culture management. System management (hard management) is the foundation, but what can really arouse the enthusiasm and creativity of employees is mechanism management and corporate culture management (soft management), and soft management is more important than hard management. Mechanism management includes competition mechanism and training mechanism, incentive mechanism and restraint mechanism, selection mechanism and elimination mechanism, of which every two are a pair and must be discussed at the same time.

Verb (abbreviation of verb) structural adjustment and optimal combination

Firstly, it analyzes the industrial organization, industrial organization, enterprise structure, product structure, regional structure, management structure, ownership organization, personnel structure, capital liability structure and other systems; What is the current situation of each institution? What should be reasonable? What should be optimized? Then grasp the main links that affect the unreasonable mechanism and solve them one by one.

Institutional adjustment should be oriented to improving the market competitiveness of enterprises, focusing on revitalizing idle assets of enterprises and turning inefficient assets into efficient assets. For example, through the exchange of assets between enterprises to engage in chain operations in different places.

Sixth, actively promote sales and form a hot spot.

Good promotion measures can create popularity, reputation, credibility and loyalty for enterprises. Promotion includes advertising promotion, public relations promotion, news report promotion, price promotion, service promotion, cultural promotion, image promotion, reputation promotion and other forms. It should be based on advertising and make a hot spot through comprehensive application.

7. Prudent development and joint efforts.

We must be careful in infrastructure construction. Diversification must be cautious. Mergers and acquisitions must be cautious.