Research on the Marketing Strategy of China’s Hot Pot Catering Industry Taking Haidilao in Zhangqiu District as an Example

Abstract

As a traditional service industry, the catering industry has increasingly fierce competition. How to continuously improve customer stickiness and achieve a continuous increase in the number of diners through effective marketing service strategies is the key to ensuring the growth and development of catering companies. Haidilao, a large chain catering company, and an internationally renowned catering company, is one of the most symbolic companies in hot pot catering. There are many factors for its success. In addition to focusing on the quality of products and services, Haidilao has taken relatively effective marketing strategies according to the changes in market conditions, made accurate market brand positioning, and launched effective marketing strategy combinations, thus becoming a leader in the field of hot pot. The most commendable thing about Haidilao is its unique service system, which can provide customers with humanized services on the basis of satisfying customers to the greatest extent. But at present, Haidilao is also facing the problem of Services marketing strategy innovation. This paper will take Haidilao, Zhangqiu District, Jinan City, as an example to conduct research. Objectives of the study are: 1. Establish emotional ties with consumers, pay attention to details through careful service, improve customer trust and satisfaction, and improve customer stickiness. 2. Developing different forms of services, this article aims to provide multiple high-quality services, solve single service problems, win long-term customer support, and increase business volume. 3. Provide good development opportunities for enterprise management and employee training, improve their professional skills and service level through training employees, and achieve stable development of catering enterprises.

This paper adopts a quantitative research method and a questionnaire survey method to conduct a questionnaire survey in Haidilao in Zhangqiu District through an electronic questionnaire generated by questionnaire star. Using detail marketing theory, service marketing theory, and enterprise management theory, it studies the business decline of Haidilao in Zhangqiu District, the decrease in loyal customers, and poor enterprise management. This paper analyzes the problems in Haidilao in Zhangqiu District from the perspectives of marketing, management, culture, and marketing strategies. It discusses how Haidilao can meet the needs of consumers and formulate corresponding marketing strategies. Construct a new model of catering strategic marketing, and put forward the specific implementation methods for enterprises to implement strategic marketing. The research question of this paper is solved. It is conducive to the better and faster development of Haidilao and provides a specific reference value for similar hot pot catering companies.

Ultimately, we concluded that quality and warm service are the keys to the restaurant industry’s success. However, to be successful more is needed to rely solely on services. It is also necessary to proceed from the four guarantees of system,personnel, technology, and capital, coupled with effective marketing and enterprise management strategies, to enable enterprises to succeed.

Keywords: detail marketing, enterprise management, catering trade, service marketing portfolio strategy

Research on the Marketing Strategy of China’s Hot Pot Catering Industry Taking Haidilao in Zhangqiu District as an Example

Master of Business Administration (International Program), Siam University, Bangkok, Thailand