Abstract:As an important part of the catering industry, the group meal industry has developed rapidly in recent years and is generally favored by consumers and people in the catering industry.Although it has great development potential, it also faces daunting challenges.On the one hand, consumers now have more diversified catering needs, and there is no way to take into account the needs of every consumer; on the other hand, the group catering industry has low access conditions and fierce competition, making it difficult for group catering companies to gain a competitive advantage and expand.In view of this situation, improving and optimizing its own marketing strategy is the key for group catering companies to attract more consumers and gain an advantage in the fierce market competition.WDD Catering Management Co., Ltd. was established in 2001. It is mainly engaged in group meal and centralized meal catering in canteens of enterprises and institutions. It has developed to a certain scale.This article determines it as the research object, based on STP theory and 7Ps marketing theory, collects data from WDD Restaurant Management Co., Ltd. through literature collection and questionnaire survey.Carrying out macro-environment analysis, SWOT analysis, and customer analysis to find out the company’s problems such as unclear market positioning, poor food safety, single marketing channels, weak employee service awareness, and lack of tangible displays. Marketing strategies need to be optimized.In the specific optimization plan, it is proposed to reposition and optimize the target market first, and then to improve and optimize the strategy from seven different perspectives: product, price, channel, promotion, personnel, process (consumer management process), and tangible display.In order to ensure that the optimized marketing strategy can be implemented smoothly, it is necessary to establish a corporate culture suitable for itself, carefully calculate funds, continuously improve the existing management system, and use advanced science and technology and systems to ensure corporate culture and finance Guarantee, organizational guarantee, technical guarantee.Key words: Catering Management ;Marketing;Strategy Optimization
