特色餐饮品牌形象设计研究

发布时间：2018-09-07 09:01

【摘要】：随着社会的发展以及人们收入水平的提高,传统的餐饮消费模式已不能够吸引消费者。为了满足当今消费者对餐饮消费在物质上和精神上的要求,快速抢占市场份额,餐饮业的投资者、经营者们不断寻求新的自我定位,迅速形成了个性化、多元化的特色餐饮。时至今日,特色餐饮已成为餐饮市场的主要力量,面对竞争激烈的市场,特色餐饮品牌如何区别其它竞争对手则变得尤为重要。通过对问卷调查数据进行分析,发现消费者的消费动力取决于品牌能否迎合消费者最根本的需求。本文就如何建立有效的品牌形象,展现自身品牌魅力和品牌个性,提高自身品牌识别度和品牌附加值,并且在不断变化发展的社会环境中保持可持续发展的问题进行研究论证。品牌形象从无到有,从平凡到卓越,成长的每一步都需要良好的经营。本文立足于体验经济下特色餐饮品牌的发展现状,结合国内外著作、论文、期刊、网络资料以及实践调查,进一步理清特色餐饮的概念与特征,梳理特色餐饮品牌化的发展过程及其存在的问题。在遵循客观调查的基础上,通过对国内外优秀特色餐饮品牌形象案例的总结与归纳,针对特色餐饮品牌形象塑造的品牌定位、视觉识别系统、应用识别系统进行深入探究,在品牌形象塑造的过程中三者相辅相成,最终形成具有代表性认知的品牌形象。通过阅读国内外文献资料、实地体验各餐饮品牌、问卷调查不同年龄段消费群体对品牌的要求等数据的归纳总结,进而对体验经济下特色餐饮品牌形象未来的发展提出了思考,即:创造品牌文化差异化、寻求宣传媒介多元化、品牌更新发展必然性。
[Abstract]:With the development of society and the improvement of people's income, the traditional food consumption mode can not attract consumers. In order to meet the demands of consumers on material and spiritual consumption and to occupy market share quickly, the investors and operators of catering industry are constantly seeking new self-orientation, which has rapidly formed personalized and diversified characteristic catering. Up to now, characteristic catering has become the main force in the catering market. In the face of the fierce competition, it is very important for the specialty food brands to distinguish other competitors. Through the analysis of the questionnaire data, it is found that the consumer's consumption power depends on whether the brand can meet the most fundamental needs of consumers. This paper discusses how to establish an effective brand image, show its own brand charm and brand personality, improve its brand recognition and brand added value, and maintain sustainable development in the changing and developing social environment. Brand image from scratch, from ordinary to excellent, every step of growth needs good management. This paper is based on the development of characteristic food brand under the experience economy, combined with domestic and foreign works, papers, periodicals, network materials and practical investigation, to further clarify the concept and characteristics of characteristic food and beverage. Combing the characteristic food brand development process and existing problems. On the basis of following the objective investigation, through the summary and induction of the domestic and foreign outstanding characteristic catering brand image cases, aiming at the brand positioning, visual recognition system and application recognition system of the characteristic catering brand image, the paper makes a deep exploration into the brand positioning, visual recognition system and application identification system. In the process of brand image shaping, they complement each other, and finally form the brand image with representative cognition. Through reading the literature at home and abroad, experiencing the food and beverage brands on the spot, and summarizing the data of questionnaire survey on the brand requirements of different age groups, this paper puts forward some thoughts on the future development of the brand image of the characteristic food and beverage under the experience economy. Namely: create brand culture differentiation, seek the media diversification, brand renewal development inevitability.
【学位授予单位】：河北师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J524

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