海底捞市场战略分析.docVIP

海底捞市场战略分析 　　HaiDiLao hot pot is a famous catering enterprise in China and it is the topic of this report. 　　In this report， we have introduced the basic conditions of this company firstly. Then， we have discussed the specific marketing strategies and made a SWOT analysis of it both in the macro and micro environment and finally， we have given the reasonable recommendations about this corporation. 　　The definite parts are stated in detail in the following pages. 　　Introduction 　　HaiDiLao hot pot is one of the leaders in hot pot catering industry in China and its business model has been learned and imitated by many other competitors. In this report， we will research the specific situations and learn the good things from it and then， provide the reasonable recommendations step by step. 　　1. Company profile 　　1.1 Brief history 　　HaiDiLao hot pot is a kind of catering services company which provides the hot pot products and the related services that mix the main features of the hot pot in Sichuan province and some other places. 　　The first restaurant of HaiDiLao hot pot was established in Jianyang in Sichuan province in 1994 and during these years， there were more than 50 regular chains opened in some big cities in China. 　　It has been awarded many prizes during these years because of the great products and services and the advanced management model. One of the most typical examples of these prizes is the ‘top 100 catering companies in China’， HaiDiLao hot pot has been awarded this prize for three years continuously. 　　1.2 Products and services 　　The main product that HaiDiLao hot pot provides is the all the food in the traditional Sichuan hot pot and the hot pot in some other places. Besides， it also provides the great services which have become the unique advantages in the fierce market competition. We will talk about it specifically later. 　　1.3 Size 　　As it has been mentioned above， HaiDiLao hot pot has opened over 50 regular chains in some big cities in China， thi