The problems of Subway's marketing in the Chinese market and how to improve

Abstract

As a well-known American fast food brand with thousands of chain restaurants around the world, Subway has many flaws in the process of localizing its brand in China. Through research, we found that Subway's marketing problem in the market is a very serious problem, so the problem of analyzing and improving the marketing strategy of the Chinese market has become the subject of this article. In the survey, this paper first analyzes the inadequacies of Subway's marketing in China from the perspective of consumer psychology and social media and then uses the "swot" model to analyze Subway's current strengths, weaknesses, potential areas, and areas for improvement. Combining the Swot analysis with the analysis of Subway's target customer groups and the analysis of Chinese social media audiences, we make two recommendations. One is to make good use of social media and conduct viral marketing on social media. Secondly, sometimes combined with some hot topics in society, such as "body shame", "worker life" and other hot topics, some derivative activities are carried out to improve the world of subway entrances through these topics.