论现代中式快餐业的品牌塑造
发布时间：2019-04-13 14:28
【摘要】： 中国有着悠久的饮食文化,是一个以“食”而著称的国家。改革开放带来的经济迅速腾飞,城乡居民收入的稳步增长和旅游、商务的蓬勃发展为餐饮业的持续兴旺提供了强大的经济基础和市场基础,尤其是人们生活水平的提高,生活节奏的加快,快餐这一餐饮业态发展的更为迅速,有了更强的生命力和延伸性,成为我国居民最为主要的就餐方式之一。然而,纵观中国现代快餐业市场,中式快餐和西式快餐的发展并不平衡,在中西快餐之争中,中式快餐虽占尽天时、地利、人和,却一直处于被动落后地位,中式快餐的发展远远落后于西式快餐,原因何在?中式快餐怎样在竞争中塑造和炼就金刚之身,立于不败之地,成就一番事业是每一位中式快餐经营者都在思考的问题。本文采用对比法、案例法、数据法、市场抽样调查法等方法研究了中式快餐发展现状及存在问题,对中西式快餐的差异进行了对比分析,运用品牌理论,从品牌意识、品牌定位、品牌个性、品牌传播、品牌连锁经营、品牌延伸、品牌危机管理七方面进行了分析阐述,提出了要塑造现代中式快餐业品牌的对策及建议,以促进与西式快餐同台竞争的中式快餐的迅速发展,只要中式快餐在实践中严格要求自己,必将不负众望,谱写出明天的辉煌。
[Abstract]:China has a long food culture and is famous for its food. The rapid economic development brought by the reform and opening up, the steady growth of urban and rural residents' income and tourism, and the vigorous development of commerce provide a strong economic foundation and market foundation for the continued prosperity of the catering industry, especially the improvement of people's living standards. With the quickening of the pace of life, the fast food industry has developed more rapidly, with stronger vitality and extensibility, and has become one of the most important ways of dining for the residents of our country. However, throughout the Chinese modern fast food market, the development of Chinese fast food and western fast food is not balanced. In the competition between Chinese and western fast food, Chinese fast food has always been in a passive backward position, although it takes the best advantage of the times, geographical location, human harmony, and so on. The development of Chinese fast food lags far behind western fast food, what is the reason? Chinese fast food how to shape and refine the body in the competition, stand in an invincible position, achieve a career is every Chinese fast food operator is thinking of the problem. In this paper, the comparative method, case method, data method and market sampling method are used to study the current situation and existing problems of the development of Chinese fast food, and the differences between Chinese and western fast food are compared and analyzed. The brand theory is used to analyze the current situation and existing problems in the development of Chinese fast food. Brand positioning, brand personality, brand communication, brand chain operation, brand extension, brand crisis management are analyzed and expounded, and countermeasures and suggestions to shape the brand of modern Chinese fast food industry are put forward. In order to promote the rapid development of Chinese fast food in competition with western fast food, as long as Chinese fast food strictly requires itself in practice, it will meet the expectations of the public and write out the brilliance of tomorrow.
【学位授予单位】：山西财经大学
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：F719.3
本文编号：2457655
[Abstract]:China has a long food culture and is famous for its food. The rapid economic development brought by the reform and opening up, the steady growth of urban and rural residents' income and tourism, and the vigorous development of commerce provide a strong economic foundation and market foundation for the continued prosperity of the catering industry, especially the improvement of people's living standards. With the quickening of the pace of life, the fast food industry has developed more rapidly, with stronger vitality and extensibility, and has become one of the most important ways of dining for the residents of our country. However, throughout the Chinese modern fast food market, the development of Chinese fast food and western fast food is not balanced. In the competition between Chinese and western fast food, Chinese fast food has always been in a passive backward position, although it takes the best advantage of the times, geographical location, human harmony, and so on. The development of Chinese fast food lags far behind western fast food, what is the reason? Chinese fast food how to shape and refine the body in the competition, stand in an invincible position, achieve a career is every Chinese fast food operator is thinking of the problem. In this paper, the comparative method, case method, data method and market sampling method are used to study the current situation and existing problems of the development of Chinese fast food, and the differences between Chinese and western fast food are compared and analyzed. The brand theory is used to analyze the current situation and existing problems in the development of Chinese fast food. Brand positioning, brand personality, brand communication, brand chain operation, brand extension, brand crisis management are analyzed and expounded, and countermeasures and suggestions to shape the brand of modern Chinese fast food industry are put forward. In order to promote the rapid development of Chinese fast food in competition with western fast food, as long as Chinese fast food strictly requires itself in practice, it will meet the expectations of the public and write out the brilliance of tomorrow.
【学位授予单位】：山西财经大学
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：F719.3
【引证文献】
相关硕士学位论文 前3条
1 郁海杰;精益生产思想在中式快餐标准化中的应用研究[D];西南交通大学;2012年
2 刘姝;美国市场：中式快餐品牌传播现状研究[D];南昌大学;2012年
3 李静;中式快餐企业品牌形象构成要素与评价研究[D];西北农林科技大学;2012年
，本文编号：2457655
本文链接：https://www.wllwen.com/guanlilunwen/jiudianguanli/2457655.html
