With the continuous development of society, people's living standards are constantly improving, and the requirements for catering consumption are increasingly diversified. From the initial demand for "food and clothing" to the pursuit of "food" and then to the pursuit of "environment" and "feelings", the marketing of music restaurants has gradually become well known. However, due to the lack of effective marketing and management strategies, many music bars failed to achieve long-term stable development and even faced the crisis of bankruptcy.

Drunk Peach Blossom Music Bar is located in Chengdu. Drunken Peach Blossom Music Bar has been in operation for four years since it opened on 20 18. Music restaurant, as a comprehensive catering industry, has good food and good environment compared with ordinary restaurants, but it also faces fierce market competition.

I. Operating conditions

Zui Taohua Music Bar was created by Guangzhou Zui Taohua Music Bar Co., Ltd., which integrates music, food, performance and other elements to form various forms such as leisure, entertainment and gathering, providing consumers with a full range of consumption experience and satisfying urbanites' strong desire for ideal oasis and literary feelings.

Different from traditional restaurants, Drunken Peach Blossom Music Bar can not only provide customers with food, but also provide music and performances, which can provide customers with a bar atmosphere. And there can be a special restaurant, where you can eat and drink and enjoy cost-effective drinks. In terms of consumption, the average in-store consumption is around 50-70 yuan; In the choice of dishes, Sichuan cuisine is the main choice of grounding gas in the bar, and desert camel roast chicken, peach frog and crispy golden coil are all the specialties of the bar.

With the development of the times, innovative theme restaurants are a new trend under the background of increasingly diversified consumer demand. For Zui Taohua Music Restaurant, it has a distinct theme, a specific cultural connotation and a specific consumer group, and has a good development prospect. However, it is precisely because of the uniqueness of theme restaurants that their marketing strategies are different from those of ordinary restaurants.

The purpose of implementing the marketing strategy of drunken peach blossom music bar is to improve the market share of the bar through marketing and establish a good brand image in the hearts of consumers. In the marketing strategy, choose Chinese food and use the marketing strategy of franchise stores more. The marketing strength of the restaurant itself needs to be further improved.

Second, the existing problems

First, product strategy. The long-term consumption ability of consumers will promote the increase of restaurant profits, but at present, the single consumption amount that most consumers can accept is still below that of 45 yuan. In this case, if the restaurant wants to win the competition, the price of the product can't be too high. Therefore, in order to obtain higher profit space, restaurants need to consider the cost of products and work hard on product cost, operating cost and marketing cost.

In addition, the main products provided by Drunken Peach Blossom Music Bar for consumers include dishes, drinks and services. Consumers can have parties, group building, parties, dating and other activities in the restaurant. The products of Zui Taohua Music Bar are subdivided. In terms of dishes, the specialties of the bar mainly include: drunken peach-blossom griddle rabbit, drunken peach-blossom signature roast chicken, drunken peach-blossom secret crayfish, Taichang characteristic drunken peach-blossom, peach-blossom island ginger rabbit and so on.

In terms of service, the restaurant mainly provides special services such as interior decoration environment, music performance and waiters dressed in Hanfu. Due to its own scale, strength, industry characteristics and other factors, bars can't provide personalized products for different consumers in time. More importantly, according to the arrangement of the headquarters, the characteristics of bar products and services are not obvious enough, and there is no obvious competitive advantage compared with other bars of the same type.

The research and development of drunken peach blossom music bar products is mainly manifested in two aspects. On the one hand, product research and development has room for improvement. At present, the products of Zui Taohua Music Bar include Sichuan cuisine, hot pot, barbecue and Thai hot pot. Although the headquarters will introduce new seasonal products in different seasons, most of the best-selling dishes in the bar are the dishes at the time of opening the store, such as desert camel roast chicken, peach frog, crispy gold rolls and so on.

On the other hand, the packaging of the product is not exquisite enough and lacks characteristics. At present, most of the dishes in Drunken Peach Blossom Music Bar are presented according to the style of similar dishes on the market, such as seafood and big coffee. The dishes are the same as other Thai hot pot restaurants, even worse than Thai hot pot brands such as Yuji and Xiahua. The "face value" of other dishes presented to customers is not high, and the characteristics are not clear.

Quality problems of products and services. There are still some customers who are not satisfied with the service of Drunken Peach Blossom Music Bar, 20.9% customers are not satisfied with the service of individual waiters, 15.42% customers think that they have never enjoyed quality service in the bar; In addition, 4 1 people think that restaurants should increase the weight of dishes in terms of customers' opinions or suggestions on restaurants.

Second, pricing strategy. Drunken Peach Blossom Music Bar doesn't scientifically refine the market, so it also has shortcomings in pricing. For example, unified prices in different seasons. Drunk peach blossom music restaurant dishes include Chinese food, hot pot and barbecue, and the raw materials of some dishes will be affected by the seasons. For example, crayfish in winter is relatively difficult to make raw materials and cook in summer, but the price is the same. Second, they don't know their customers well enough to make a difference.

Third, channel strategy. The main marketing channels of Drunken Peach Blossom Music Bar are offline stores, and other channels such as Meituan and public comments are also involved, but these are far from enough for the highly competitive market. Therefore, Drunken Peach Blossom Music Restaurant should make full use of its own resources and explore new channels to carry out marketing activities on the basis of doing offline and existing online marketing channels.

First, the store marketing of the restaurant is insufficient. The store marketing of Drunken Peach Blossom Music Bar mainly adopts the way of distributing leaflets offline. Except for the stage of opening a store, leaflets are rarely distributed in the rest of the time, and customers respond. After nightfall, the light in the bar is slightly dim.

The second is the lack of sharing channels. Drunken Peach Blossom Music Bar has branches in many cities, but it has not yet formed a large scale, resulting in many consumers not knowing the brand of Drunken Peach Blossom Music Bar. Third, e-commerce channels have not been fully utilized. Although Drunken Peach Blossom Music Bar has settled in online platforms such as Meituan, Public Comment and Word of Mouth, its online products are limited, and its take-away business has not been opened. Drunken Peach Blossom Music Bar has not built its own online official website.

Fourth, the promotion strategy. Limited by the slow update of the headquarters and the lack of its own R&D ability, the product update speed of Drunken Peach Blossom Music Bar is slow. The restaurant is characterized by music and drinks, lacking innovation, and needs to be improved in attracting customers to repeat consumption; In terms of promotion channels, the traditional store promotion and holiday promotion are the main ones, and the role of publicity and promotion is gradually weakening.

Third, the optimization of marketing strategy.

First, optimize product cost. Drunk peach blossom music bar is a chain catering enterprise, so it also has certain advantages in cost control. In addition, at present, the abundant purchase channels make it have certain bargaining power, and the product cost still has some room for decline.

However, it should be noted that while controlling the product cost, drunken peach blossom music bar also needs to pay enough attention to the product quality. Don't unilaterally pursue cost reduction, but fully consider the balance between cost and quality. In addition, Drunken Peach Blossom Music Restaurant can also put some related souvenirs in the restaurant, such as musical instruments, records, books and so on. And selling souvenirs can help the restaurant make a profit to some extent.

Second, constantly innovate products. Simplify and update products, pay attention to the sales of single products in the store in time, and eliminate unnecessary low-volume products in time. At the same time, the research and development of new products should be targeted. On the basis of the research and development of dishes, we can combine food with musical souvenirs according to the musical characteristics of restaurants. For consumers with high education, we can develop product combinations with high unit price, high grade and health care value.

For family groups, family photo packages can be developed, mainly with good quality and low price; For young and middle-aged people who need to make friends and have leisure, they can work hard on barbecue, hot pot and other meals, and make a distinctive product mix according to the consumption habits and needs of consumers in Chengdu. Under the background of media integration, many online celebrity restaurants and online celebrity classics have emerged.

Improve the quality of products and services. The existing packaging of Drunken Peach Blossom Music Bar is printed with its own brand LOGO on commonly used kraft paper. Bars can choose relatively high-grade corrugated boxes on the packaging of some products, or use porcelain or iron tableware, and can make further innovations on cups or straws, such as designing tableware with peach blossom logo; Can also be combined with the local characteristics of Chengdu, printed on the packaging bag in line with the characteristics of Chengdu mascot.

In addition, we should cultivate employees' service consciousness. Employees are required to keep a sense of service at all times, be good at observing and understanding what customers need, and better serve different customers. In actual management, Drunken Peach Blossom Music Restaurant can establish a perfect complaint handling management mechanism, so that customers can know their dining experience in time when checking out, correct and feedback the poor service in time, and strive to provide quality service to customers.

summary

Food safety is an important factor that determines the life and death of catering enterprises, and catering hygiene directly determines whether the drunken peach blossom music bar can operate for a long time. Therefore, in the course of operation, Zui Taohua Music Restaurant should pay enough attention to food safety and regard food safety as one of the important product strategies of Zui Taohua Music Restaurant.

In addition, in order to ensure the efficient marketing strategy of Drunken Peach Blossom Music Bar, it is necessary to establish a perfect internal management system to improve the overall quality of employees. Select suitable personnel and train them, especially the knowledge and methods of relationship marketing, in order to establish their service consciousness and concept; To formulate a perfect salary system, we should embody the principles of fairness, openness and transparency, so that employees are willing to actively serve customers.