下沉市场运营策略分析--以正新鸡排为例

Analysis of sinking market operation strategy--Take Zhengxin Chicken Steak as an example

随着数字化和互联网的普及,下沉市场优势逐渐凸显,并成为消费市场的主力军。但目前,下沉市场依旧存在生活方式匮乏、产品丰富性不足等现象,需要升级消费广度,满足居民需求。通过精准定位、渠道扩张、全产业链内部化等策略,正新鸡排在全国门店数超2万家,并成为下沉市场门店数第一的连锁餐饮品牌。文章通过分析正新鸡排的运营策略,摸索企业在下沉市场的可能性发展路径。

With the popularization of digitalization and the Internet,the advantage of the sinking market is gradually highlighted,and has become the main force of the consumer market.In the sinking market,there is still a lack of lifestyle and product richness,so the consumption range needs to be upgraded,and residents'demands have not been fully met.Through precise positioning,channel expansion,internalization of the whole industry chain and other strategies,Zhengxin Chicken Steak now has more than 20,000 restaurants nationwide and becoming the first chain catering brand in the sinking market.By analyzing the operation strategy of Zhengxin Chicken Steak,this article explores the possible successful path of the enterprise in the sinking market.