MBA教育中心知识库

食为民本，百姓餐桌的变化真实映射社会生活之变迁。今日中国，社会主要 矛盾深刻变革，人民对美好生活的向往愈发强烈，外出就餐已超越单纯饱腹与味 觉的满足，融入心理、社交与个性之多元需求，这些新的消费变量正在重塑餐饮 行业的格局。餐饮业须与时俱进，以新消费需求为导向，深化供给侧结构性改革， 实现从外延扩张到内涵集约、规模速度到质量效率、菜品营销到顾客体验的全面 转型升级。餐饮业正迈向体验化、个性化、多元化新纪元，受互联网科技与大数 据应用驱动，跨界合作、多渠道发展、多资源整合成为新业态，亟需实现从传统 向智慧餐饮的转型升级。为了在日新月异的市场环境中抢占先机，餐饮企业应以 消费者需求为核心，摒弃旧有营销观念，制定贴近市场的策略，增强竞争力，迎 接新的挑战与机遇。

本文是以铭华火锅餐饮有限公司（以下简称铭华火锅）为案例样本，进行关 于餐饮类公司市场营销策略的研究与分析。文章首先对铭华火锅营销策略现状进 行了分析，作为兰州地区比较有名的火锅店之一，铭华火锅自开业以来，主要依 靠传统营销模式，导致铭华火锅的营销业绩提升缓慢，盈利空间受到制约。其次 从宏观环境和行业环境两个层面对铭华火锅店营销环境进行了分析。通过问卷调 查等方法，对兰州铭华火锅店的环境、菜品、价格及服务等方面进行全面调研， 并通过对收集到的问卷进行数据分析，发现兰州铭华火锅店的营销方式存在产品 认可度不高、定价机制缺乏灵活性、网络订餐业务滞后、促销活动力度不足、消 费流程不完善、消费者信任与消费意愿较弱以及员工总体素质不高等七方面问 题。最后根据 7P 营销理论，从品牌、价格、渠道、手段、员工等方面提出了优 化营销策略，重新调整新的营销方案，以期大幅度提升铭华火锅店的知名度，创 造更大的盈利空间，也为类似火锅企业服务营销提供改进思路。

Food is the foundation of the people, and the changes in the people's dining table truly reflect the changes in social life. Today, in China, the main contradiction in society has changed profoundly, the people's desire for a better life has become more and more intense, Eating out has gone beyond the simple satisfaction of satiety and taste, into the psychological, social and personalized needs of the pluralistic, these new consumer variables are reshaping the pattern of the catering industry. The catering industry must keep pace with the times, and new consumer demand, deepen the supply-side structural reform, from the expansion to the connotation of intensive, the scale of speed to the quality of efficiency, food marketing to the customer experience of the overall transformation and upgrading. The catering industry is moving towards a new era of experience, personalization and diversification, driven by the application of Internet technology and big data, cross-border cooperation, multi-channel development, and multi-resource integration have become a new business model, and there is an urgent need to realize the transformation and upgrading from traditional to smart catering. To seize the first opportunity in the ever-changing market environment, catering enterprises should take consumer demand as the core, abandon the old marketing concepts, formulate strategies close to the market, enhance competitiveness and meet new challenges and opportunities.

This article is a research and analysis of the marketing strategy of a catering company with Minghua Hotpot Catering Company Limited (hereinafter referred to as Minghua Hotpot) as a case sample. The article first analyzes the current situation of the marketing strategy of Minghua Hotpot. As one of the more famous hotpot restaurants in Lanzhou, Minghua Hotpot has mainly relied on the traditional marketing mode since its opening, which has led to the slow improvement of its marketing performance and constraints on its profitability. Secondly, the marketing environment of Minghua Hotpot Restaurant is analyzed from two levels: the macro environment and industry environment. Through the questionnaire survey and other methods, we conducted comprehensive research on the environment, dishes, prices and services of Lanzhou Minghua Hotpot Restaurant, and through the data analysis of the collected questionnaires, we found that there are seven aspects in the marketing mode of Lanzhou Minghua Hotpot Restaurant, such as low product recognition, lack of flexibility in pricing mechanism, lagging in the online ordering business, insufficient promotional activities, imperfect consumption process, weak consumer trust and willingness to consume, and low overall quality of employees. and the overall quality of the staff is not high. Finally, according to the 7P marketing theory, the optimization marketing strategy is proposed from the aspects of brand, price, channel, means, employees, etc., and the new marketing plan isIV readjusted, to greatly improve the popularity of Minghua Hot Pot Restaurant, create more profit space, and also provide improvement ideas for similar hot pot enterprise service marketing.