Title: The Marketing Strategy of Haidilao in Hangzhou Xixi Impression City Branch
Author: Zhang Xueqin
Advisor: Dr. Zhang Li
Degree: Master of Business Administration
Major: International Business Management
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Academic year: 2567 (2024)
Published: The 1st Thailand-Sino International Conference and The 17th National and International Academic Conference “New Quality Productive Forces and Sustainable Innovation” 14-16 November 2024 (pp.756-764) Click PDF
Abstract
Taking Haidilao Store in Xixi Impression City of Hangzhou as a case, this study systematically analyzed its marketing strategy and practice in the regional catering market. The objectives of this study were: 1) To examine the current marketing strategy of Haidilao in Hangzhou Xixi Impression City Branch based on the 4Ps theory; 2) To provide recommendation for Hangzhou Xixi Impression City Branch based on the SWOT analysis.
This study adopted the documentary research method, analyzing the marketing status of Haidilao and its improvement strategies.
This study obtained the following two conclusions：1）Haidilao has unique product design, and product strategy is the core of the enterprise’s market competitiveness Haidilao Xixi Impression City Store has adopted a flexible pricing mechanism and adjusted it in combination with customer value perception. In terms of place strategy, Xixi Impression City Store in Haidilao located in the bustling business district of Xixi Impression City is fully considered convenient with passenger flow. In the promotion strategy, Haidilao Xixi Impression City Store has made full use of social media platform, and effectively enhanced brand awareness and customer loyalty through interaction with customers and marketing activities; 2) Based on the SWOT analysis, Haidilao should deepen the product strategy, consolidate its market position by providing better services and products, and improve operational efficiency and reduce labor costs through technological innovation and service model upgrade. It should continue to pay attention to market dynamics, flexibly adjust strategies, and enhance market competitiveness through multi-channel marketing and customer relationship management.
Keywords: Haidilao, Hangzhou Xixi Impression City, marketing strategy, 4Ps theory, SWOT analysis
The Marketing Strategy of Haidilao in Hangzhou Xixi Impression City Branch /
6617195020 Zhang Xueqin 2567 (2024) The Marketing Strategy of Haidilao in Hangzhou Xixi Impression City Branch สารนิพนธ์ (Independent Study), Advisor: Dr. Zhang Li, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Bangkok: Siam University