Analysis of Chinese Consumer Behavior on Catering Services and Research on Corporate Marketing Strategies in the Post-Pandemic Era

Abstract

Since the COVID outbreak starting from February 2020, the Chinese catering industry has been facing an economic downturn. It is well-established by means of other research that the outdated business models that lots of catering businesses have of need to keep up with the contemporary dining consumption trend. Hence, this study aims to determine how the changes of consumer behaviors in the food sector after the pandemic can be better targeted in order to increase profits for the businesses. Specifically, it investigates the approaches to a better marketing strategy for businesses, which ultimately facilitates sustainable development of the Chinese catering industry in the long run. To analyze the trend in consumers' behavior, we took the business model of "Haidilao" as an example and integrate with the status quo of the Chinese. We come to the conclusion that people prefer to order food delivery online, prone to social media’s promotions and various discounts. These results suggest that businesses need to carry out more customized product and promotion strategies that ensure food safety and quality, and at the same time, collaborating with internet influencers to attract more attentions and thus boost sales. In terms of pricing and placing strategy, it's recommended that businesses carry out a more efficient supply chain to cut down costs and also develop various channels to branch out their side businesses, creating a higher profit margin. Thus, the Chinese catering industry is expected to achieve an optimal development pattern and continues making a great contribution to the country's GDP.