从“字号”到现代快餐品牌经营——以庆丰包子铺为例

发布时间：2018-05-10 13:36

本文选题：庆丰包子铺 + 中式快餐品牌　；参考：《对外经贸实务》2017年08期

【摘要】：庆丰包子铺在北京餐饮老字号中属于后来出现的中式快餐,由于一直默默坚守品质经营,近年来适时把握发展契机开展品牌创新经营,口碑突出,"字号"相传,逐步成为全国快餐知名品牌。本文简要回顾了庆丰包子铺的发展历程,从品牌标识、理念、定位、菜品和服务创新、信息化标准化建设及品牌传播等方面阐述"庆丰包子铺"的品牌经营创新举措,为快餐类"字号"及中式快餐品牌开展品牌创新经营提出建议。
[Abstract]:Qingfeng Baozi Shop is a kind of Chinese fast food that appeared later in the old Beijing restaurant. Because it has been holding fast to the quality management silently, in recent years, it has grasped the opportunity of development to carry out the brand innovation management, the word of mouth stands out, "the name" is passed down. Gradually become a national famous fast food brand. This paper briefly reviews the development course of Qingfeng Baotsui Shop, and expounds the brand management innovation measures of Qingfeng Baotsui Shop from the aspects of brand logo, concept, positioning, food and service innovation, information standardization construction and brand communication, etc. Suggestions are put forward for brand innovation of fast food brand and Chinese fast food brand.
【作者单位】：北京工商大学;
【基金】：国家社会科学基金项目:中国品牌跨文化传播战略研(No.12BXW038) 北京市哲学社会科学规划重点项目:北京“老字号”品牌营销创新案例研究(No.13JDJGA019) 北京市自然科学基金项目:“互联网环境下基于共享经济的北京市现代服务业创新模式研究”(No.9172007)
【分类号】：F719.3

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