Research on Wallace’s Marketing Strategy

Nowadays, the Western fast food industry is thriving and its position in the catering industry is becoming increasingly important. In recent years, the scale of Wallace’s stores has rapidly expanded and has become the largest local fast food enterprise in China. But if you want to maintain a competitive advantage in the constantly changing consumer market, you need to constantly in-novate marketing strategies. This article uses 4P and 4C marketing theories to study Wallace’s marketing strategies from the supply and demand sides, respectively. It elaborates on the problems that Wallace faces in marketing and proposes countermeasures, which has reference significance for the marketing of other catering companies in China.