Essay on Integrated Marketing Strategies for Catering Enterprises

Integrated marketing strategy is particularly important for enterprises, and now the application of integrated marketing strategy in our country is mainly confined to large enterprises, and is mainly used in the field of corporate image shaping, brand dissemination, marketing elements of the combination of the integrated marketing strategy as a means of marketing both As a means of marketing, integrated marketing strategy is both a powerful tool for enterprises to carry out marketing activities and an effective means of integrating various effective resources in enterprise management and realizing enterprise development. In the enterprise, the marketing strategy is to take the customer as the starting point, according to the existing experience to obtain the customer demand and customer purchasing power of some of the information and the expectations of the business community, so that the planned organization of some of the various business activities, through some of the channel strategy, product strategy, promotional strategy and pricing strategy, etc.. For the majority of customers to provide good service and goods to achieve some of the process of corporate goals.

Keywords

Integrated marketing strategy; mass; business operations

In recent years, with the increasingly fierce competition in the catering industry, the role of catering marketing has become increasingly important. Below I talk about some of the catering business experience of integrated marketing strategy for reference. Integrated marketing strategy mainly refers to the basis of market research, catering enterprises need to determine the precise brand positioning and target market for their products; to find out what the core selling point of the product; to refine the product of a good advertising slogan, how to carry out the brand communication as well as a comprehensive sales system planning, etc. It is the use of a variety of marketing communication tools. It is the use of a variety of marketing communication means of organic, systematic combination of applications (such as: advertising, publicity, culture, personnel marketing, etc.) rather than a single marketing tool. Therefore, catering companies want to win in the fierce competition, should be used in the integrated marketing communication of the combined fist strategy.

First, the current situation and importance of catering marketing

The center of catering operations is the market, the goal is the customer, as the catering industry for marketing is based on our dishes, services, environment and atmosphere. Hotel to win in the fierce market competition, the first thing to do these jobs solid. That is to say not only to meet the material and physical needs of consumers, but also to meet the many psychological and spiritual needs of customers. To do this, it is necessary to train a high-quality management personnel and a stable workforce. Hotel environment is generally established, to change often have to have a large investment; but dishes, services, environment is not how much investment, and the fastest results, the most obvious, therefore, we can make efforts to make the hotel has - normative, standardized, procedural basis, but also to achieve - -Personalization, characterization, image. The guest's psychology is always looking for new, different, change. We through the continuous level of innovation to enhance the majority of guests to our hotel's goodwill, so as to increase the amount of available sources.

(a), catering consumption market positioning is the fundamental marketing

The usual market positioning is mainly reflected in the cuisine and price, so that through the market segmentation to attract a variety of consumption levels and tastes of customers. In addition, it may add some cultural positioning. Today's world is rich and colorful, each place has its own unique human landscape or cultural heritage. Who will utilize and develop this cultural treasure trove for business use, who will be able to win business opportunities.

As the core of the marketing strategy of the modern catering business is to keep pace with the times, grasp the lifeline of market development to the customer's needs as the center. Catering operators can only keep up with customer changes in time to keep up with the market, retain and win more customers. I personally believe that the key words of the customer's consumption philosophy is now: rationality, green, culture, leisure, nutrition, safety. According to these principles, to establish their own theme, the formation of their own characteristics.

In recent years, in response to market demand, some of the theme characteristics of the rapid development of the restaurant, these concepts to play to the extreme. Whether it is in the decorative style, functional design, or operating dishes reflect a certain theme and cultural connotation. And strengthen the training of staff to improve their expression and salesmanship to enhance the customer's impression of us. In addition, the restaurant also determines the menu pricing according to the market, selects the advertising channels, unifies the dishes, services and restaurant design, and completes the market segmentation. The so-called market segmentation refers to the division of an overall market into a number of markets with the **** same characteristics according to consumer demand. Through market segmentation, it allows catering enterprises to accurately select the target market, focus on providing distinctive products and services, and better serve the target customers. For example: KFC entered the Chinese market, its target customers are positioned in the children and youth consumer class, most of his business activities are centered around the children and youth of this consumer group to carry out, and the results are very good.

(B), the inevitability and feasibility of mass operation

In recent years, the catering industry put forward the mass operation is to adapt to changes in the catering market and make a positive response.

(1) the impact of environmental factors

The impact of environmental factors on the catering industry is very important, it is because of the environmental factors, changing the majority of their own internal views, and thus some even blindly follow the trend of consumers to follow the trend of the newly available products, resulting in the supply of the original product is far greater than the original market demand, so that the hotel can not be operated in accordance with the original guidelines. So we have to adjust the market positioning, through product renewal, business innovation to attract and meet consumer demand.

(2) increased competition in the industry

At present, the domestic catering industry is very competitive, a variety of large and small catering such as the emergence of the spring, and its affordable, large-scale, dish features outstanding, closer to the national different levels of consumer demand. Thus, the distinctive thematic features to attract a large number of consumers, dispersed hotel catering sources.

(3) policies and concepts of change

As China's national tourism program, making the rapid development of the domestic tourism industry, the general public's awareness of consumption is also further enhanced, there is also due to the implementation of the new working hours system and the state mandated statutory holidays, so that many suitable for the lower middle class consumption of the various markets are more active, the middle and lower-end consumption of customers gradually become the main market. Customers have gradually become the main market, and the consumption pattern that truly meets the needs of the general public in China will become the mainstream. The hotel is the main force of the catering supply, but also should vigorously expand the domestic market.

Second, the problems in the catering business

In the catering business qualitative changes at the same time, the domestic food and beverage market competition is becoming increasingly fierce, many catering industry in this fierce life and death struggle have to close down, the survival of the survival of the fittest competition is the natural legal system, there is nothing to be ashamed of. However, the current market competition, we need to explore the reasons for its existence.

(a) inaccurate brand positioning

China is a country with five thousand years of cultural heritage, the development of China's food and beverage market can also be said to have a long history. In the rapid development of the catering industry today, we are in a variety of restaurant meals, whether it has occurred to me, all over the north and south of China's food and beverage brands have a few is China's own creation. China has a considerable part of the catering industry lack of their own hotel market analysis and market positioning, or analysis is not deep enough, positioning is not allowed, so that the brand marketing strategy fuzzy, do not know the advantages of their own place, into the marketing blind spot, marketing can not be started. Catering industry lacks long-term brand development planning.

(B) poor marketing awareness

A part of the marketing is always in accordance with traditional methods, always think "wine is not afraid of the deep alley", the main focus on the dishes, services, environment, spell decorative environment, spell dishes, spell service, do not pay attention to the improvement of marketing awareness, and gradually formed a "closed door". "Closed", so that their source market artificially small.

(C) a single marketing tool

For a long time, the catering industry's marketing mainly by virtue of verbal communication, signing an agreement or a simple sales pitch, playing price wars and other traditional marketing means to establish a reputation. With people's consumer demand to personalized and diversified development today, if we still rely on traditional marketing tools have not adapted to the survival and development of the hotel, which requires the concept of ` change, the integration of catering business marketing strategy.

Third, the integration of catering enterprises marketing strategy

Integrated marketing, refers to the breakthrough of the original enterprise alone to develop, a single model, through continuous excavation of its own potential and innovative marketing means, the integration of resources, to achieve the linkage of the marketing, in general, this integrated marketing, including packages all-round integration, multi-level expansion, Marketing line. 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 the enterprise. As the company turns to be customer and consumer oriented, it is necessary to establish an organizational structure to ensure the proper implementation of integrated marketing. On this basis, we have to establish the key points that will enable the majority of customers to recognize the brand correctly. We take these key points as the majority of customers or some potential customers to better understand the information. Colleagues should also be aware that some product packaging, brochures and inquiry times etc. can affect the growth of the business to a greater or lesser extent. At the same time, if the internal and external marketing communication programs are not consistent, it will also result in a lot of marketing expenditure brought about by the waste.

(a) Enhanced product impression marketing

The target market should be clearly defined. Such as: for high consumers of dishes, services, high-grade business restaurants; for mass consumption of warm environment, attentive service, dishes affordable home-type restaurants, etc., and to consolidate the image of consumers as a breakthrough, to strengthen the impression of the product in the consumer. Marketing channels are: the use of news media, i.e., television, radio, newspapers, etc.. The purpose is to expand brand awareness and establish the image of the restaurant business, it is a means of information dissemination that can guide consumption, stimulate demand and expand sales. Strive to do something to benefit consumers, unforgettable activities, in order to really enhance the corporate image, recognized by more consumers.

(B) Holiday Specialty Marketing

Various activities can be held during various festivals of the year, such as Christmas, Chinese New Year, Valentine's Day, Dragon Boat Festival, June 1 Children's Day, Mid-Autumn Festival, National Day, Chung Yeung Festival and so on. Festival catering is the main market for ordinary people. Characterized by a large number of people. The flow is large. Catering industry can be based on the characteristics of the holidays, can carry out special marketing, such as the launch of "traditional dishes and points", the launch of "distinctive and innovative banquets", the formation of holiday brands.

(C) green catering marketing

As people's living standards now improve, some of the people's concept of life has also changed, people pay more attention to their own health, and the living environment around them, so many people pursuing a green life, food, pay more attention to the greening of their own health care has also become more important. This also adds more and more new content to our marketing ideas. It is because of this change, many catering companies in order to adapt to this change, have gradually introduced their own characteristics of green food, and this has increased many health facilities and so on. In the last few years, people have gained a great understanding of health care, and medicinal diets have undoubtedly become the ideal health care measure in the minds of many people. Therefore, the medicinal diet in many restaurants also began to gradually promote, and its form is also more and more, many new medicinal food launch, by the vast number of consumers green. At the same time, the restaurant should be adapted to changes in public consumption demand, the introduction of a variety of carefully crafted wild vegetables.

(D) expand the scale of operations, the implementation of chain operations

The most effective way to quickly increase market share is to implement the scale of operation of catering enterprises, at the same time, can not only focus on expanding the scale of operation, but also focus on its quality, if both the quality of attention to the scale of operation, then, through a number of measures must be taken to improve the efficiency. For example, cooking, service attitude, operating procedures, as well as the operation of the funds have to be dealt with. Expanding the scale of operations can also be implemented chain management. This way not only expand the scale of operation, but also can make the characteristics of the restaurant can be better promoted. Can be in different parts of the city, the operation of a restaurant with the same characteristics, that is, people said the branch, so that better catering to the masses.

(E) restaurant image marketing

The image of the restaurant design planning, such as the design of the emblem, the choice of restaurant themes, restaurant decorative style, furniture, layout, color lighting and other aspects of the effort, so that it plays a promotional role. A good image of the restaurant, can make people feel comfortable, more so that consumers have a good impression of the restaurant.

Conclusion

At present, China's food and beverage enterprises are facing more severe market competition, which also means a broader market. In the case of both opportunities and challenges, enterprise cost control becomes more and more important. Enterprises should strengthen cost control from human resources, procurement and other aspects, and timely update the cost concept, only in this way can ensure the healthy and sustainable development of catering enterprises, and in the future fierce market competition invincible.

References

[1] "Excellence in Catering Service Management" Yan Zhimin, China Marketing Communications Network

[2] "2010 China Catering Market Research and Forecasting Report"

[3] Qian Wenjin, "Catering Marketing Exploration" Journal Guilin Tourism Higher Education Journal 2001 December

[4] Wang Deli "talk about catering marketing" journal Guilin Tourism Higher Specialized College Journal November 1988

[5] Wang Yan "analysis of hotel marketing management" journal management observation, 2009