The Analysis of the Differentiation Strategy as Marketing Strategy of Haidilao

Wenping Lu

doi:10.54254/2754-1169/10/20230483

Research Article

Open access

Published on 13 September 2023

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Lu,W. (2023). The Analysis of the Differentiation Strategy as Marketing Strategy of Haidilao. Advances in Economics, Management and Political Sciences,10,269-277.

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The Analysis of the Differentiation Strategy as Marketing Strategy of Haidilao

Wenping Lu *^,1,

¹ Beijing Second Foreign Language Iinstitute

* Author to whom correspondence should be addressed.

https://doi.org/10.54254/2754-1169/10/20230483

Abstract

Haidilao has been in the leading position in the industry by virtue of its unique service approach. This paper evaluates the impact of the marketing strategy of differentiated services on consumers. To determine the pain points, mental activities, emotional changes, and behaviors of consumers during the dining process.The paper cite the marketing models of two brands for comparison.Haidilao's differentiated marketing model is more conducive to consumer repurchase than the experiential and celebrity effect marketing model. Haidilao has captured the hearts of most consumers in brand service concept, and the differentiation services helps to increase consumer loyalty.But small stores and high prices compared to competitors become the main threats. Through the stp analysis method, it was found that Haidilao is targeting the middle and high-end consumers among young people, both service and product are crucial factors to achieve success. With the change of time, consumers will feel no privacy because of the overly attentive service.The brand should maximize the use of modern technology for digital marketing and media outreach. This result could help Seabed establish a stronger foothold in the restaurant industry in the future and develop an optimal marketing strategy that takes into account consumer needs first.

Keywords

SWOT, STP, emotion, differentiation strategy, customer

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References

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Cite this article

Lu,W. (2023). The Analysis of the Differentiation Strategy as Marketing Strategy of Haidilao. Advances in Economics, Management and Political Sciences,10,269-277.

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About volume

Volume title: Proceedings of the 2nd International Conference on Business and Policy Studies

Conference website: https://2023.confbps.org/

ISBN：978-1-915371-47-8(Print) / 978-1-915371-48-5(Online)

Conference date: 26 February 2023

Editor：Javier Cifuentes-Faura, Canh Thien Dang

Series: Advances in Economics, Management and Political Sciences

Volume number: Vol.10

ISSN：2754-1169(Print) / 2754-1177(Online)

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