Analysis of Marketing Strategy of Catering Stores from the Perspective of Chain Operation——Take Jixiang Wonton Chain Store as an Example

DOI

10.2991/sschd-19.2019.115How to use a DOI?

Keywords

Chain operation, Porter five forces model, SWOT model, Marketing strategy.

Abstract

With the popularity of the Internet and the development of information and communication technology, people's pace of life is gradually accelerating, which brings opportunities for the local fast food industry in China. The chain stores can not face the fierce competition of the catering industry in their business circle only depending on the strength and resources of the enterprises they belong to. Therefore, according to the situation of Shenyang Institute of technology store of Jixiang wonton, this paper analyzes the problems existing in the marketing activities of the chain stores of Jixiang wonton by using Porter's five forces model and SWOT (Strengths, Weaknesses, Opportunities and Threats) model, and puts forward the marketing strategies suitable for the store to achieve purpose of increasing store turnover.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Zihui Song
AU  - Xin Mu
AU  - Wenbing Wu
PY  - 2019/12
DA  - 2019/12
TI  - Analysis of Marketing Strategy of Catering Stores from the Perspective of Chain Operation——Take Jixiang Wonton Chain Store as an Example
BT  - Proceedings of the 5th Annual International Conference on Social Science and Contemporary Humanity Development (SSCHD 2019)
PB  - Atlantis Press
SP  - 566
EP  - 571
SN  - 2352-5398
UR  - https://doi.org/10.2991/sschd-19.2019.115
DO  - 10.2991/sschd-19.2019.115
ID  - Song2019/12
ER  -