海底撈營(yíng)銷策略分析

ChapterOneIntroductionOriginatinginSichuanprovince,Haidilaoopeneditsfirststorein1994.Thisisacollectionofthecharacteristicsofthehotpotaroundthecountryinoneofthechainbrandhotpotenterprises.Sinceitsinception,Haidilaohasalwaysbeenadheringtotheenterprisephilosophyofservicefirstandcustomerfirst.Haidilaotakesconstantinnovationasthekeypointofitswork.Thewayofmanagementisalsocreative,tocreateanequalandmutualassistancetoemployeesworkingatmosphereandenvironment.Haidilaoimplementshumanizedmanagementmodefrombeginningtoend,sothatemployeescandevotethemselvestothecompanyandrealizetheirself-value.Haidilaohasdevelopedrapidly,buttherearemanycompetitors.AlthoughHaidilaohasfoundapathofcharacteristicindustryinthehotpotindustry,ifitwantstotrulystandinthisfiercecompetitivemarket,itmustconstantlychangeitsbusinessmodelandservicemodeaccordingtothechangesinpeople’sneeds,andadoptvariousmarketingstrategiesandserviceconceptstoimprovecustomersatisfaction.Haidilaohasmadealotofeffortinprovidingservicestocustomers,makingthetotalcostofHaidilaorelativelyhigh.Inordertoobtainmoreprofits,thepriceofdishesistoohigh,andthepercapitaconsumptionlevelistoohigh.ThroughtheanalysisofmarketingstrategyandSWOTofHaidilao,thispapersumsuptheproblemsexistinginthemarketingofHaidilaoandputsforwardcorrespondingsolutions,suchasthefailuretoeffectivelyguaranteethesafetyoffood,unclearpositioning,singlemarketingpublicitymethod,andlackofunderstandingoflocalfoodhabits.Andthispaperputsforwardcorrespondingstrategiestosolvetheproblems,suchasestablishingasoundfoodsafetyassurancesystem,clarifyingmarketpositioning,andincreasingmarketingpublicityinordertoprovidesuggestionsforthedevelopmentofHaidilaoandmakeittoahigherlevel.ChapterTwoSWOTAnalysisofHaidilaoAtpresent,theinternalandexternalenvironmentofHaidilaoisverycomplicated.Thischapterstudiesthestrengths,weaknesses,opportunitiesandthreatsofHaidilao.2.1StrengthsThecurrentadvantagesofHaidilaocanbedividedintothefollowingthreeaspects:authentictasteandoutstandingfeatures,formedbusinessscaleandcontinuousinnovationofservicesandproducts.2.1.1AuthenticTasteandOutstandingFeaturesTherearemorethan10kindsofpotbottoms,suchasrenderedbeeffathotpots,double-favorhotpot,tomatohotpot,mushroomhotpot,etc.Mostrestaurantshaveself-serviceseasoningtables,withabout20kindsofseasonings.Youcanmixthemaccordingtoyourtaste.Inaddition,therearealsofreefruits,whichvarywiththeseasons,suchas:virginfruit,cantaloupe,watermelon,etc.Therewillalsobemilletporridgeortremellasoup.Choosefreely.YoucanorderhalfofallthedishesinHaidilao.Thepriceofhalfofthedishesishalfprice.Inthisway,youcantastemorekindsoffood,andthepriceisnothigh.BeforeMay1,2022,thediscountof69%forcollegestudentsofHaidilaoisgenerallyavailablefromMondaytoSunday.Thespecificdiscounttimeis:14:00-17:00everydayfromMondaytoFriday,and22:00to7:00thenextday;SaturdayandSundayarefrommidnightto7：00a.m.Enjoyadiscountof8.8%from9:00a.m.tomidnightonweekends.Becausetherearemanydinerswhooftenhavetoqueueup,therestaurantwillprovidefreemanicure,beautyshoesandhandprotection,freedrinks,snacksandfruitsforthewaitingcustomers.Andthewaiterscomefromallovertheworld.Theirattitudesareveryfriendly.Theserviceisconsiderate.Eveninthebathroom,therewillbespecially-assignedservice,includingswitchingthetapandpassingthetoiletpaper,etc.2.1.2FormedBusinessScaleHaidilaohassetupmorethan100chainstoresnationwide.Theannualturnoverhasreachedmorethan3billionyuan,andthescaleoperationhasinitiallyformed.Withtheimprovementofconsumptionlevel,thedevelopmentmomentumofHaidilaohotpotinthecountryremainsunchanged,andthebenefitsofsuchlarge-scaleoperationwillbecomemoreandmoreobviousinthefuture.2.1.3ContinuousInnovationofServicesandProductsInthefirsthalfof2022,Haidilaolauncheditsnewproductplanof“newproducts,newconceptsandnewsystems”toenhanceconsumers’perceptionofthenewproductsofHaidilaoandenhancetheiruserviscosity.Haidilaohotpothaschangedthetraditionalstandardizationandsimplification.Serviceandprovidediversifiedservicesforcustomers,andconstantlymeetcustomers’needs.Itcommittedtoprovidingcustomerswithmoresophisticatedservices.Intermsofproducts,itisalsoboldinnovation.Ithaslaunchedaseriesoffeatures.Haidilaocombinesdancewithstretchednoodles,whichisveryornamental.ItisthecontinuousinnovationinproductsandservicesthatwillenableHaidilaototakeaplaceinthefiercemarketcompetition.TheupgradingofHaidilao’sconsumptionsceneisalsogoingonatthesametime.Inordertocreateamoresuitableconsumptionscene,Haidilaoflexiblycarriesoutavarietyofinnovations:storesareusedasdistributionstationstoprovideawiderangeofdeliveryservicessuchashotpotpackages,boxedmeals,instantspicysteampot,lobsterandotherformsforconsumers.Atthesametime,theHaidilaointegrationonlineplatform,includingtheself-operated“HaidilaoAPP”,“fishingpointgoodgoods”smallprogramandthird-partydeliveryplatform,providesmorechoicesforurbanresidents.Haidilaoalsoencouragesstorestostartprivatetrafficmanagementandprovideconvenienceservicesthroughsocialgroups.2.2WeaknessesThecurrentdisadvantagesofHaidilaocanbedividedintothefollowingthreeaspects:businesssimplification,smallcoverageandpricedisadvantage2.2.1BusinessSimplificationThesuccessofHaidilaoliesinitsuniqueserviceconcept,whilethesimplificationofitsbusinessproductshasbecomeabarriertoitsdevelopment.Asalargecateringenterprise,Haidilaoonlyprovideshotpotproducts,whichobviouslylimitsitsdevelopment.2.2.2SmallCoverageAsalargechaincateringenterprise,HaidilaohasitsdirectstoresonlyinBeijing,Xi’an,Chengdu,Tianjinandothercities,whichhindersitsmomentumofdevelopmentthroughoutthecountryandisnotconducivetoitsfurtheroccupationofthenationalmarketofthehotpotindustry.2.2.3RelativelyHighPriceAlthoughHaidilaohasachievedgreatsuccessinconsumerrecognition,itsrelativelyhighpricehasalsobecomeadisadvantage.Comparedwiththeaveragelevelofthesameindustry,thepriceofHaidilaoisabout30%higher.Forthoseconsumerswhohavenorequirementsforservicequality,butrequirecost-effective,therelativelyhighpriceobviouslyexceedstheiracceptance.2.3OpportunitiesChinaisalargecateringconsumptioncountrywithalargepopulation,butinthecompositionofretailsales,theproportionofthetop100cateringindustryisonly7.7%,whichisfarlowerthantheinternationallevel.Onthecontrary,thisprovidesdevelopmentspaceandopportunitiesforthecateringindustrytobecomebiggerandstronger.Hotpot,asakindoffoodwithlocalcharacteristics,ismoreandmorepopularamongthepeopleofthewholecountry,andaccountsforanincreasingproportioninthepublicdiet.Haidilaohasgivenfullplaytoitsresourceadvantagesinvariousaspectstoensureitscompetitiveadvantagesinservice,sohighlightingserviceasoneofthecorecompetitivenessofHaidilao.ThereisacompleteandstandardizedserviceprocessforHaidilao.Highqualityservicescanbemaintainedfromthebeginningtotheend,fromthereceptionofcustomerswhohavenotyetarrived,valetparking,totheorderingandserviceduringthediningprocess,tothepayment,farewell,carcollectionforcustomers,andeventhefollow-upservicesaftercustomersleave.TheservicephilosophyofHaidilaoincludes:enthusiasm,efficiency,meticulousandconsiderate.Forexample,youcanenjoytheuniquevalue-addedservicesofHaidilaowhilewaitinginline.Forthoseservicesthatcompetitorscanalsoprovide,Haidilaowilldomorecarefully.InHaidilao,consumerscanreallyfindthefeelingofGod.Haidilaocangiveconsumersmorepsychologicalfeelingsthanexpected,notonlybecausetheserviceconceptofHaidilaoisdeeplyrootedintheheartsofthepeopleandtheservicecontentisrich,butalsobecausetheserviceimplementationisinplace.Haidilaocancreateservicesthatexceedexpectations.2.4ThreatsThecurrentthreatofHaidilaocanbedividedintothefollowingtwoaspects:foodsafetyrequirementsandcompetitioninthesameindustry.2.4.1FoodSafetyRequirementsInrecentyears,withthecontinuousgrowthofthecateringindustry,foodqualityandsafetyproblemshaveslowlybecomemoreandmoreup.Infact,theproblemoffoodqualityandsafetyhasalwaysexisted,butinthepreviousperiodwhenChina’seconomywasnotparticularlystrong,therewasnoclearregulationandrequirementforfoodsafety.WiththedevelopmentofChina,foodsafetygraduallygainedpeople’sattention,andthecountryalsobegantoformulateandintroducevariouslawsandregulationsrelatedtofoodqualityandsafetytorestrictcateringenterprises.Thesupervisiondepartmentpaysincreasingattentiontothefoodsafetyofbrandenterprises.Oncetheaffiliatedstoresofbrandenterprisesareexposedtofoodsafetyandotherproblems,thebrandimagewillbegreatlyreduced,thereputationwilldecline,thecustomerflowwilldecrease,andthebusinessincomeoftheenterprisewillbegreatlyaffected.However,despitetheincreasinglystringentrequirementsforfoodsafetyandthefocusoftheenterpriseonfoodsafetyissues,butcannottakecareofallaspects.Thelowqualityofpractitioners,lackofprofessionalmanagers,managementandcontrolmodeandotherproblemsarefactorsthatcausefoodsafetyproblems,sohowtoavoidfoodsafetyproblemsisaproblemthateverycateringenterpriseneedstofocuson.2.4.2CompetitionintheSameIndustryAnumberofnewenterpriseshaveemergedinthehotpotindustry.Otherenterprisesinthehotpotindustryhaveactivelyinnovatedandcreatedalargenumberofinnovativeproductsinthecateringindustry,suchasself-helphotpot,whichhasoccupiedacertainmarketandbroughtacertainimpacttotheoldhotpotrestaurants.Hotpotisdividedintomanycategories,suchastraditionalcopperhotpot,Sichuanstylehotpot,newstylehotpotandDouLao.Hotpotisaverypopularcategoryoffoodwithawideaudience,andhotpotaccountsforthelargestshareofChina’sfoodandbeveragemarket.However,theentrythresholdofhotpotislowerthanthatofothercateringenterprises.Thetechnicallevelrequiredisnothigh.Moreandmorehotpotbrandsappearonthemarket.Thereareconstantlynewentrantstothehotpotmarket.Althoughtherearemanyhotpotbrandsthatwentoutofbusinessshortlyafteropening,accordingtotherelevantdata,themarketscaleofChina’shotpotwillcontinuetoexpanduntil2025.Thatistosay,themarketcompetitivenesswillbecomeincreasinglyfierce.ChapterThreeAnalysisoftheMarketingStrategyofHaidilaoTheanalysisofmarketingstrategyofHaidilaoincludesproductstrategy,pricestrategy,placestrategyandpromotionstrategy.3.1ProductStrategyTheproductstrategyofHaidilaocanbedividedintothefollowingaspects:bringingForthnewideasandintegratingfeatures,focusingonhealthandscientificcollocationandspecialcuisine,enhancedbrand.3.1.1BringingForthNewIdeasandIntegratingFeatures“Haidilao”isatermderivedfromSichuantraditionalentertainmentMahjong.Afteralongtimeofdevelopment,ithasadeepermeaning.Atpresent,HaidilaoHotPotismainlySichuanflavor,heavyhempandspicy.Inaddition,therearedouble-favorhotpot.Thetasteiscomplete.Materialshavelocalcharacteristics:lemon,vanillaandotherlocaldishescanbeadded.Eachyear,launch1-2typesofhotpotthathaveanimpactonefficiency;5-10newdisheswillbelaunchedeveryquarter.3.1.2FocusingonHealthandScientificCollocationEstablishthecompositionanalysissystemofproductsandexplicitthenutritionalcontentofeachdish.Thestructurecontentistargetedatthecustomer’sage,customergender,customerphysique.Scientificsuggestionsareforseasonaldishes.3.1.3SpecialCuisineandEnhancedBrandTheproductisthematerialcarrierofthebrand,thefoundationofbuildingthebrand,andthemostimportantchannelforconsumerstoknowthebrandandformthebrandimpression.Inthehighlycompetitivecateringindustry,“Haidilao”hasbeentryingtokeepitsresearchanddevelopmentofnewdishesattheleadinglevelintheindustryandenhanceitscompetitiveness.Reducethesizeandquantityofdishestostrengthentheeffectivenessofcontrol.Buildthecompany’sdishesintothreeseries:oneisthebodybuildingfoodseries.Thatistosay,itcanpreventdiseasessuchasfourobesityandrisingfetalconsciousness.Thesecondisgreenfoodseries.Thatis,safe,harmlessandpollution-free.Thethirdisabsolutelyfreshfood.Itcannotonlysupplementvarioustraceelementsthathumanbodylackthatenhancephysicalstrengthanddevelopintelligence.3.2PriceStrategyThepricestrategyofHaidilaocanbedividedintothefollowingaspects:usingmediumpricetopromotepopularproductsandunifiedpricing.3.2.1UsingMediumPricetoPromotePopularProducts“Haidilao”mainlypromotesproductsthatmeettheconsumptionlevelofconsumers,andhashighrequirementsforproductquality.Itcombinesthetraditionalhotpottechnologywiththemodernproductionbaseandlogisticssystem,andintroducesaseriesof“green,healthy,nutritiousandcharacteristic”products.3.2.2UnifiedPricingThepricesofalldirectstoresarethesame.Theyareallpricedaccordingtotheheadquartersandtreateverycustomerfairly.Themessagethat“Haidilao”sendstoconsumersthroughthepricestrategyisthat“Haidilao”isworthitsmoney,notbyrelyingontheexpensivepriceofdishestogaincorporateprofits,butbyattractingcustomerstoconsumemanytimesthroughhigh-qualityservicestogainprofits.3.3PlaceStrategyThechannelstrategyofHaidilaocanbedividedintothefollowingaspects:discardingthetraditionalfranchisemodeandadoptingthedirectmarketingmodeandnetworkmarketing.3.3.1AdoptingtheDirectMarketingModeAdheretothedirect-salemode.ThebiggestdifferencebetweenHaidilaoHotPotandothercateringcompaniesintheindustryisthatallchainstoresadoptthedirect-salemode,sothattheheadquarterscanhavedirectcontrolandfacilitatemanagementandoperationtoimplementthecompany’smarketingphilosophy.ThestandardizedserviceofHaidilaoisthehighlightoftheenterprisebrand,andthedirectmarketingmodecanensurethatallconsumersaroundtheworldenjoythisservice.Andthedirectmarketingmodecanmakeenterprisesfaceconsumersdirectly,helpenterprisesobtainthemosteffectivemarketinformation,andpromoteenterpriseinnovationandimprovement.TheHaidilaoindustrychainisfullycovered.Haidilaoisnotonlyacontinuousdirecthotpotrestaurant,butalsoagroupcoveredbythebigpotindustrychain.Itinvolvesthesupplyofhotpotbasematerials,centralkitchen,dishprocurement,warehousingandlogistics,andthedeliveryofHaidilaohotpot,sothatHaidiaohotpotcanreducethecostofrawmaterialstothebestwhileensuringthetasteandqualityofdishes.Thelayoutoftheentireindustrialchainisalsothecorecompetitionofunderseahotpot.3.3.2NetworkMarketingWiththesupportofmobileinternettechnology,Haidilaochoseonlinemarketingasamarketingtool.Firstofall,theofficialwebsitewasestablished,andtheone-wayinformationoutputwastransformedintotwo-wayinteractivefunctions.Atthesametime,variousfunctionssuchasstorequery,menuquery,onlinemealorderingwereadded.Theenterprisemobilephonesoftwarewaslaunched,whichgreatlyfacilitatedconsumersandrealizedtheconversionofprivatedomaintraffic.Haidilaohasestablisheditsownofficialaccountonallmajorsocialplatforms,fullyexploringthecharacteristicsofproductsandbrands,andactivelycarryingoutfaninteractionandbrandmarketingactivitiesonthisbasis,soastoconnectconsumerswiththebrand,improvethecommunicationeffectivenessofitsownbrand,andcultivatecustomerloyalty.Since2017,Tiktokhasgrownrapidlyandbecomeapopularsocialsoftwarewithitsauralandvisualfeatures.Haidilaotakesadvantageoftheadvantagesofshortvideotransmissionspeedandwiderangeoftransmissiontoboostthebuilding.“Seabottomfishingredpotbottom”，“Seabottomfishingreddishes”andotherhottopics#ThetopicofHaidilao#haveattractedmorethan6.7billionpotentialconsumerstoconsumevideos,whichhasgreatlyimprovedthebrandawarenessandeconomicbenefitsofHaidilao.Haidilaohasadaptedtothelawsofmarketingandcommunicationinthepost-informationerabymeansofonlinemarketing,andprovidedanewwayforthesurvivalanddevelopmentofthebrandtocarryoutbrandtransformationanddevelopmentinthepost-informationera.3.4PromotionStrategyThepromotionstrategyofHaidilaocanbedividedintothefollowingaspects:advertisingmarketing,publicrelationsstrategy,personnelpromotionstrategyandword-of-mouthmarketingstrategy.3.4.1AdvertisingMarketingComparedwiththetraditionaladvertisingproducts,thehotpotcategoryisnotsuitable.Boththedishesandthebottomofthepotareextremelyeasytobecopied.Evenifitisahotitem,itisnotnecessarilythatnoonecanlearnit.Today,withthewidespreaduseofnewmedia,HaidilaohasfoundanewwaytoconveythespiritofHaidilaotoconsumersthroughnewmedia,whichisalsoamanifestationofthefunctionalneedsofnewconsumergroupsturningtovalueneeds.Forexample,HaidilaohascreatedagroupofpromotionalTVCswith“smallemotions”asthebreakthroughpoint,whicharespreadthroughsocialplatformssuchasWeiboandWeChat,withoutdeliberatelyrendering.Everyadvertisementisourordinarypeople’sdailylife.Haidilaodescribesthestateofworkingovertimeandbeingaloneindetail,whichincreasestheresonanceofconsumersandmakesconsumersestablishemotionalconnectionwiththebrand.3.4.2PublicRelationsStrategyInrecentyears,withtheriseofonlinemarketing,microblogmarketinghasgraduallybecomeanewattemptofenterprisesinmarketingmode.Since2010,thehigh-qualityserviceofHaidilaohassetoffaheateddiscussiononthemicroblogthat“humanbeingshavebeenunabletostopHaidilao”.ThemajornewsmediascrambledtoreportthesecretofthesuccessofHaidilao,andthemajorenterprisesandscientificresearchorganizationsscrambledtolearnthesuccessfulmodelofHaidilao.Theword-of-mouthspreadofpraisebyWeibousersforHaidilaohasbecomethemagicweaponofsuccessofHaidilao.3.4.3PersonnelSellingStrategyWiththepost-90sandpost-00sbecomingthemainforce,whoevercantaketheleadintappingtheneedsofyoungpeopleandpleasingthemwillbethefirsttooccupythemarket.ThenewgenerationofyoungconsumergroupsisbornwiththeInternet.CommonlyknownasGenerationZ,theirsocialneedshavelongbeentheirrigidneeds.Haidilaoskillfullyturnsitselfintoasocialsymbolforyoungconsumers.Fromproducttoservice,tomanagementmode,Haidilaocanbecomeatopicforconsumerstotalkabout.Forexample,thewayofeatingHaidilaocangeneratecountlessideas.TheshrimppastethatwaspopularonTiktokisatypicalexample.Atthattime,itattractedmanyconsumerstogotoHaidilaoforpersonaltesting,andcontributedmanynewwaysofeating,whichoncebecameasocialtopicforconsumers.Forexample,inthemanagementofHaidilao,taking“makingemployeeshappy”asthecorporateculturecanmakealotofordinaryconsumersenvyanddiscuss,becauseweareall“workers”.Itcanbesaidthatallthestaticaspectsoftheseabedfishing,suchastheexistingmanagementandculture,andthedynamicaspects,suchasinnovativeeatingmethodsandinnovativeservices,canattracttheattentionofcountlessconsumers.Inotherwords,aslongasitisthere,thereisnofearthatnoonewilldiscussit.ThesymbolicHaidilaoisinvisibleinthemindsofconsumers.Everytippingpointcaninstantlybecomeaspark.3.4.4Word-of-mouthMarketingStrategyBecauseofthebaptismofinformationbombardment,GenZismorecautiousinhandlinginformation,andthewayofbrand“boasting”hasnotbeenadaptedtothenewmarketrules.Atthistime,word-of-mouthislike“authoritativecertification”,whichincreasesthecredibility.ItislikethattheserviceofHaidilaoisgood,butitisnotenoughtodoitwell.WealsoneedtoleteveryoneknowthatHaidilaoisdoingwell.Atthistime,word-of-mouthmarketingisparticularlyimportant.Bytakingadvantageofconsumers’flaunting,sharingandbeingrecognizedpsychology,Haidilaoalsoguidespublicopiniontoinfluencemoreuserswithusers.Comparedwithtraditionaladvertising,itscredibilityishigher,sothatconsumerscanbuildtrustinthebrandandmakeeveryconsumerbecometheir“walkingadvertisement”.Tosumup,wecanseethatHaidilaodoesnotdoadvertising,butintegratesadvertisingintoconsumerlife.ChapterFourProblemsintheMarketingProcessofHaidilaoandMarketingStrategySuggestionsThischaptermainlydiscussestheproblemsexistinginthemarketingprocessofHaidilao,aswellasthesuggestionsforit.4.1ExistingProblemsTheExistingproblemsinthemarketingprocessofHaidilaomainlyincludethefollowingaspects:lackofhigh-qualitymarketingmanagementpersonnel,foodsafetyhazardsandbackwardmarketingmeans.4.1.1LackofHigh-qualityMarketingManagementPersonnelThelevelofservicemarketingisinseparablefromhigh-qualityservicestaff.Withitsmarketreputationandshareholders’financialresources,itisenoughtomakeitsexpansionfaster.However,comparedwithdomesticandforeigncateringgiants,theexpansionspeedofHaidilaoisstillmuchslower,andthereisstillalongwaytogofrominternationalcateringenterprises.ThisisnotthatHaidilaoiscontentwiththestatusquoanddoesnotseekprogress.Everyenterprisehopestomakeitsbusinessbiggerandstronger.Thebiggestproblemthattroublesthemistalent.Withouttalent,expansioncannotbeachieved.Firstofall,inthetrainingofmarketingtalents,itstrainingsystemcannottakeontheimportanttaskoftheenterprise’sfuturedevelopment.Forexample,theagestructureofemployeesinHaidilaoismainlyabout20yearsoldandover40yearsold.Themostexperiencedworkersinthetwoagerangesarefaults.Thisisenoughtoshowthattheyhaveencounteredbottlenecksinthetrainingandcareerdesignofemployees.Thefixedworkinghoursandgeneralwageshaveledtothelossofhigh-qualityandexperiencedemployees.Generallyspeaking,thecostofcultivatingkeyemployeesinmaturekeypositionsisnearly50%oftheirannualincome,andtheirlosswillcausethegreatestdamagetotheenterprise.Inadditiontothehighcost,theuseisdelayedduetothetimefactor.Whenpeoplearescarce,theysenduntrainedstufftoservicecustomersandtheservicequalityisdifficulttoguarantee.Enterprisetrainingisasystematicproject,andcorporatecultureshouldtakeaconsiderablepartinordertocreateaculturalatmosphereinthecateringindustryandroottheexcellenttraditionalcultureofthenationinthemindsofemployees.Thisprocessisgradualandlong-term.Ifemployeesarealwaysinturmoil,thiscultureisdifficulttoextend.Haidilao’scorporatecultureconstructionisnotunique.Itisnothingmorethanthestatementof“customerfirst”.Themostfundamentalthingistoimplementit.WehavelearnedthattheserviceprovidedbytheemployeesofHaidilaoisnotonlystandardized,butalsohasacertaindegreeofinitiative.Wecanalsocallittheserviceaccordingtothecircumstances.Thiskindofservicehasagreatrelationshipwithcorporateculture.Whetheritisactivelypracticingthepursuitofcorporatecultureorpassivelystrugglingtocopewithit,theeffectisverydifferent.Thiskindoftrainingisalsoahigh-levelqualitytraining,whichcannotbesolvedbylisteningtooneortwotrainings.4.1.2FoodSafetyHazardsInthe2017newsreport,thereportersecretlyvisitedthekitchenoftheHaidilaoJinsongstoreandfoundthatthekitchensituationwassobadthattheratsranaroundtheservingtableandthedishwasher,andevenclimbedintothefoodcabinet.Cleaningaunttakesbroomandwashes.Thedishesandtablewarearewashedtogether.Afterthehealthincidentwasreportedbythenewsmedia,HaidilaopromptlypostedanapologyletterontheInternet,sincerelyapologizedtotheconsumer,andtookallresponsibilities,andannouncedtherestaurant’srectificationmeasures.ThevoiceoftheInternethaschangedfromcondemnationtopraise,anditbelievesthatHaidilaoisresponsible.AllmajormediacommentedthatHaidilaowasamodelforpublicrelationscrisismanagement.Inrecentyears,Haidilaohaswonthereputationofcustomerswithitsexcellentserviceandfreshfood.SoHaidilao’sapologyformareperfect,buttheycan’tmakeupforitsirresponsibilityinfoodhygiene.Nowit’stimetoseehowHaidilaotransformsitsliteralresponsibilitiesintopracticalactions.Iffoodhygieneproblemscontinuetobeexposedinthefuture,theso-calledsincereapologybeforeisnotseriousandresponsible.Becausefoodhygieneandsafetyisthefou