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

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