中国快餐企业创建强势品牌的策略研究

发布时间：2018-06-18 07:57

本文选题：中国快餐企业 + 强势品牌　；参考：《首都经济贸易大学》2010年硕士论文

【摘要】： 快餐业是餐饮业的重要组成部分,也与消费者的生活息息相关。中国的快餐业开始于改革开放之后,至今已经经历了20余年的发展,从初步的模仿和探索到今天形成了一批初具规模快餐企业,其进步是显著的。但是,中国快餐企业的总体利润依然处于较低的水平,规模依然难以扩大,在和外资快餐企业的竞争中一直处于不利地位。造成上述局面的因素很多,有技术方面的,也有营销方面的,其中不可忽视的重要原因之一就是中国快餐企业缺少强势品牌。在今天,品牌早已超越了传统的限制,成为了企业新的价值源泉,创建强势品牌,对于中国快餐企业提高竞争力,获取利润,以至于提高企业的生命力,都是十分必要的。而中国快餐企业如何创建强势品牌,一直以来都是一个值得讨论的重要课题。本文的研究分为三个部分。第一部分对中国快餐企业的基本发展情况进行了论述,并分析了中国快餐企业发展的基本情况和所处的宏观环境。第二部分论述了中国快餐企业创建强势品牌的必要性并论述了中国快餐企业在品牌创建上的主要问题。第三部分是文章的重点,在该部分中运用品牌创建与管理的基本理论,结合中国快餐企业的实际情况,从品牌要素的选择、品牌定位、品牌创建的产品策略、品牌创建的价格策略、品牌创建的渠道策略、品牌创建的整合营销策略等六个方面提出了中国快餐企业创建强势品牌的策略。
[Abstract]:Fast food industry is an important part of the catering industry, and also closely related to the life of consumers. China's fast food industry began after the reform and opening up, and has experienced more than 20 years of development. From the preliminary imitation and exploration to the formation of a batch of fast food enterprises, its progress is significant. However, the overall Chinese fast food enterprise is the whole. The profit is still at a low level, the scale is still difficult to expand, and it has been in a disadvantageous position in the competition with the foreign fast food enterprises. There are many factors, technical and marketing aspects. One of the important reasons that can not be ignored is the lack of strong brands in Chinese fast food enterprises. Beyond the traditional limits, it has become a new source of value for enterprises. It is very necessary for Chinese fast food enterprises to improve their competitiveness, gain profits and improve their vitality. And how to create a strong brand in Chinese fast food enterprises has always been an important subject worth discussing.
The research of this article is divided into three parts. The first part discusses the basic development of Chinese fast food enterprises and analyzes the basic situation and macro environment of the development of Chinese fast food enterprises. The second part discusses the necessity of Chinese fast food enterprises to create a strong brand and discusses the brand creation of Chinese fast food enterprises. The third part is the key point of the article. In this part, we use the basic theory of brand creation and management, and combine the actual situation of Chinese fast food enterprises, from the choice of brand elements, brand positioning, brand creation strategy, brand creation price strategy, brand creation channel strategy, brand creation integrated marketing strategy. In six aspects, we put forward a strategy for Chinese fast food enterprises to create strong brands.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F719.3

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