Basis of catering market positioning

(A) the economic strength of investors and the level of enterprise specifications

The market orientation of catering management is to select the appropriate target market and its customer source structure from the height of operators. The choice and determination of this target market and its customer source structure are first determined by the grade specifications and grades of enterprises. The catering of platinum five-star luxury hotels will inevitably choose high-standard and high-consumption business tourists and luxury teams as the mainstay. First-and second-star low-star hotels will inevitably choose domestic ordinary hotel guests and business guests of small companies as the mainstay.

Similarly, independent catering enterprises such as high-star luxury restaurants must choose government agencies, high-end large commercial companies and associations as their main target markets, while food stalls, low-end restaurants and restaurants must take ordinary residents and floating guests around them as their main customers. Therefore, the grade specifications of catering enterprises are the primary basis for their market positioning. The level of this grade specification is determined by the economic strength of its investors, especially investors. Powerful venture capitalists can quickly build a luxury hotel with gorgeous decoration, unique characteristics and strong operating strength in the luxury business circle where the market competition is already fierce, so as to seize market share and establish their own market positioning, while investors with weak economic strength can't do this market positioning. Therefore, under the condition of modern market economy, the economic strength of investors and the standard level of enterprises are the primary basis for the positioning of modern catering market.

(2) the share and potential of the optional target market

The positioning of catering market is mainly to select and determine the target market, that is, to determine the source of tourists. However, under the condition of market competition, the choice of target market cannot be blind and random. On the basis of market investigation, market segmentation and competition analysis, we must first find out the market scope, market type, geographical scope, customer level and customer structure that can be selected to form the main target market. Then it is necessary to analyze and predict the share and potential of this target market. The so-called share refers to the size of the target market, the types of customers, the consumption level and the ability to pay, how much share you can penetrate, win and attract in the market competition, and whether it is compatible with the grade specifications and reception capacity of your restaurant.

The so-called potential refers to the scale, structure, quantity, consumption level and payment ability of the selected target market in a certain period of time in the future, and whether the reception number, restaurant attendance rate, per capita consumption and sales income brought to it have development potential, the scale and speed of development, and whether it has the value of vigorous development, which is influenced by many factors such as political, economic, cultural, social and population development within the geographical scope of the selected target market. Therefore, the market share and potential of optional target market is an important basis for catering management market positioning.

(three) the development planning and market prospects of emerging regions or regions

With the rapid development of economic construction and the vigorous development of real estate industry, a large number of new science and technology parks, high-tech industrial zones, various emerging urban communities and large residential areas are being built in various regions and cities across the country. These areas will often form a consumer market with advanced technology, developed culture, concentrated population, convenient transportation and many customers in just a few years. Therefore, the development planning or market prospect of emerging regions or regions is also one of the objective basis for the positioning of the catering market. If catering enterprises want to take these areas as the basis of market positioning, they must master the development planning of the selected areas in detail, including development scale, development speed, market prospect, traffic planning, future development, etc., and then set up a layout at the most suitable time and place, so as to seize the opportunity and not enter too early, and receive very ideal results.

(D) the size of the enterprise's own market competition and development strength

When catering enterprises have a certain level and specifications, the strength required by market positioning mainly refers to the strength of market competition and market development. The main manifestations of this strength are: ① the superiority of the geographical position of the enterprise. If an enterprise is built in a place with high prosperity, large passenger flow and strong adaptability to the target market, its market competitiveness is bound to be strong. (2) the convenience of enterprise traffic conditions. The more convenient transportation is, the more accessible vehicles and people are, and the stronger the market development ability is. (3) The personality characteristics and image attraction of decorative layout. The facade decoration of catering enterprises is beautiful and generous, the theme of restaurant interior decoration is distinct, the consumption environment is elegant and has unique personality characteristics. The more prominent the personality, the more vivid the image, the greater the attraction to the target market guests and the stronger the market competitiveness. ④ Adaptability of product flavor and quality. The more outstanding the product flavor, the better the product quality and price can meet the consumption demand and payment ability of customers in the target market, the more attractive, stimulating and retaining customers, and the stronger the competitiveness of enterprises. ⑤ The strength of enterprise management ability. The stronger the catering management ability of the main leaders of enterprises and departments, the stronger the competition and market development strength of enterprises will inevitably be.