Study on the Marketing Strategy of Internet Celebrity Catering — Taking Zanjia Eight-treasure Porridge as an example

Citation

Yang, Fenglei. (2022). Study on the marketing strategy of internet celebrity catering — Taking Zanjia Eight-treasure Porridge as an example. (Master’s independent study). Bangkok: Siam University.

Abstract

Internet celebrity catering, as a combination of the Internet celebrity economy and the catering industry, has developed rapidly in recent years. But at the same time, Internet celebrity catering is facing an important problem, a lack of correct marketing strategy, and a short life cycle. The main objectives of this study were (1) To explore the SWOT analysis of Internet celebrity catering Zanjia Eight-treasure Porridge, which can play a certain reference role for similar Internet celebrity catering to identify their contradictions and determine the development direction. (2) To choose the most suitable marketing strategy for Internet celebrity catering Zanjia Eight-treasure Porridge.

This paper adopted document research method, took the Internet celebrity catering Zanjia Eight-treasure Porridge as the object, study its marketing strategy. Through the SWOT study on the marketing environment of Zanjia Eight-treasure Porridge restaurant, it is found that although Zanjia Eight-treasure Porridge has advantages of cost-effective products, store location and decoration environment, information platform and Internet celebrity marketing channels, etc., However, there are also disadvantages such as low brand awareness, lack of strong marketing resources, high operating costs, imperfect personnel management and incentive mechanism, and the social environment and the high development of the catering industry bring opportunities, but also face threats from competitors. Through analysis, this paper finally chose the WO strategy, combined with the disadvantages of Zanjia Eight-treasure Porridge in brand construction, high operating costs, and marketing channels, and combined with the opportunities of the external environment, through learning advanced experience and management mode to strengthen the management level of Zanjia Eight-treasure Porridge. It provides ideas and experience references for the marketing strategy analysis and formulation of the same type of Internet celebrity catering.

Keywords: internet celebrity economy, internet celebrity catering, marketing strategy, swot analysis.

Study on the Marketing Strategy of Internet Celebrity Catering — Taking Zanjia Eight-treasure Porridge as an example

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