Marketing Strategy Analysis and SWOT Analysis of Haidilao Under the COVID-19 Epidemic

Abstract

Since 2020, the COVID-19 pandemic has spread around the world and caused a huge impact on the economy. In the catering industry, the emerging online restaurants, which mainly focus on online sales, are growing rapidly thanks to China's epidemic management policy. In contrast, traditional restaurants, where offline dining is the main form of dining, have been hit hard by the coronavirus pandemic as people cannot go out. Based on the theory of consumer behavior, this paper analyzes the performance, financial status, advantages, and disadvantages of Haidilao, a traditional hotpot chain enterprise, during the epidemic period through case studies and literature research methods. This study found that the impact of COVID-19 on consumers and aggressive marketing strategies were the main reasons for the loss of Haidilao. Through this study, this paper proposes solutions to the financial crisis and product deficiencies of Haidilao and hopes to provide a reference for the traditional catering industry to develop appropriate marketing strategies during the COVID-19 pandemic.