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1、APIZZACHAINSTOREBRANDMARKETCOMPETITIONANDSEGMENTATIONRESEARCHABSTRACTChina,becauseofitsrapideconomicdevelopmenttrend,hasbecomeacriticalbattlegroundformultinationalrestaurantchaincompanies.However,internationalcompaniessoondiscoveredthat,Chinesemarketisveryunique.Theymustrelymerelyonmarketre
2、searchtodeterminethecharacteristicsofChineseconsumergroupsanddeterminetargetedstrategyinChina.After10+yearsexperienceinChinamarket,World'smostfamouspizzarestaurantchainPapa!Johnshasgainedthe2ndmarketshareinpizzarestaurantindustry.However,withtheoverallgrowthofcustomers,itsbrandimageandmarke
3、tpositioningareincreasinglyblurred,andthecustomerloyaltynumberisfalling.Atthiscriticalmoment,ifPapa!Johnswishestocontinueitsrevenueandmarketsharegrowth,itmustbepositionedbaseduponthebest-matchedtargetpopulation,andreshapeitsbrandpositioning.万方数据Thispaperstudiesindetailonhowtomakefulluseofth
4、ecomprehensivequantitativeandqualitativemarketresearch,tosolvetheproblemsPapa!Johnsisfacingwith.1)Throughmarketcompetitionanalysis,validatesthatPapa!JohnsisnexttoPizzaHutintermsofthemarketposition.However,gapscomparedtoPizzaHutareoutstanding2)SWOTanalysisdisclosesthat,Papa!Johnshasmajoradva
5、ntagesinrawmaterialsqualityandtherestaurantenvironmentsoverPizzaHut.However,intermsoftheproductitself,thenumberofnewlyinventedproductsandthenumberofrestaurants,Papa!Johnsisobviouslylaggedbehind.Papa!Johnsshouldcontinuetofosteritsstrengthsandavoiditsweaknesses.Andatthesametime,developnewadva
6、ntagesforfutureexpansion,includingshorteningthetakeoutserviceresponsetime,improvingtheoperationservicequality,andfastenthedineinorderprocess.3)ThroughtheSTPanalysis,fromtheangleofconsumerbehaviorandattitudeofthemarket,dividesmarketinto5typicalsegments.ToAlignwithPapa!Johns'owncharacteristic
7、s,"thepursuitofdiversificationconsumers"areidentifiedascoretargetsegments,aswellas"thetraditionalChineseconsumers"and“premiumpizzaconsumers.Accordingtothecharacteristicsandneedsofthese2targetsegments,Papa!Johnspositionsitsbrandas"An万方数据Americanrestaurant
