湖南省湘菜企业品牌知名度现状及提升策略研究

发布时间：2019-02-17 18:05

【摘要】：对373位湘菜企业顾客进行问卷调查后,在利用SPSS19.0进行了描述性统计分析的基础上,探讨了湖南省湘菜企业品牌知名度的现状,结果表明:湖南省湘菜企业品牌知名度整体水平不高,各企业品牌知名度参差不齐。在此基础上提出了湘菜企业品牌知名度的提升策略,包括进行正确的品牌定位、提供优质的有个性的服务、打造有特色的品牌识别体统以及构建线上线下相结合的品牌推广模式。这对湖南省湘菜企业进行品牌建设具有一定的实践指导意义。
[Abstract]:On the basis of the descriptive statistical analysis by using SPSS19.0, this paper discusses the status quo of Hunan cuisine enterprise brand popularity after a questionnaire survey on 373 customers of Hunan cuisine enterprise. The results show that the brand awareness level of Hunan cuisine enterprises is not high, and the brand awareness of Hunan cuisine enterprises is not uniform. On the basis of this, the paper puts forward the strategy of promoting the brand awareness of Hunan cuisine enterprises, including carrying out the correct brand positioning and providing high-quality and individualized services. To create a unique brand identity system and build a line and offline combination of brand promotion model. This has certain practical significance to Hunan cuisine enterprise to carry on the brand construction.
【作者单位】：湖南涉外经济学院管理学院;
【基金】：湖南省哲学社会科学基金项目(13YBA199)
【分类号】：F274;F719.3

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