Research on the Optimization Path of Haidilao's Marketing Channels in the Context of the New Economy
Year: 2025
Type: article
Abstract: In recent years, the rapid development of the Internet has given rise to new business forms and models, causing the catering industry to face unprecedented challenges and pressures. As the "consumer-centered" marketing model gradually becomes the mainstream, consumers' demand for personalized and unique experiences has become increasingly strong. In response to this trend, the traditional single-channel marketing model has been unable to meet the growing consumer needs. Therefore, many catering enterprises have begun to explore the path of transformation and seek ways to expand both online and offline channels in order to achieve more comprehensive and efficient customer services and market expansion. With the growth of online catering consumption, as a benchmark enterprise in the hot pot industry, although the service of Haidilao is highly praised, in the context of changing market environment, Haidilao has also begun to transform its channels, increase night market channels, enter campus channels, and continuously optimize online channels to ensure the smooth operation of online channels and improve users' awareness of the products, thereby narrowing the distance with users and increasing the enterprise's profits. This article will first summarize the current status of Haidilao's marketing channel expansion, then analyze the existing problems in channel expansion, and finally propose suggestions for the future channel optimization of Haidilao through induction, and provide reference basis for other catering enterprises to optimize their market channels.
Author: Mengxiang Zhao
Institution: Yan'an University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4415664116