呼和浩特市蒙餐业品牌战略研究

发布时间：2018-05-19 12:29

本文选题：呼和浩特市 + 蒙古族传统饮食文化　；参考：《内蒙古师范大学》2008年硕士论文

【摘要】： 本文通过对呼和浩特市蒙餐店品牌建设和管理的情况分析(针对几家大型蒙餐店进行实地调查),根据所学的理论知识和实地调查结果,对呼和浩特市蒙餐店的品牌战略作了初步的研究和探讨,力求为解决实际问题提供一定的借鉴和帮助。本文首先介绍了呼和浩特市蒙餐饮业的基本情况,主要包括蒙古族餐饮业(简称蒙餐业)的概念界定及特点、呼和浩特市蒙餐业发展现状、蒙古族传统饮食文化与蒙餐业之间的关系和蒙餐业在品牌管理方面存在的主要问题。其次,进行了呼和浩特市蒙餐店的品牌目标市场研究。蒙餐店制定符合自身实际的品牌战略,重要的开端就是市场调研。通过市场调查,了解当前顾客群体的基本情况,在市场细分的基础上,重新选择目标市场,并采取适当的市场覆盖策略。第三,进行了呼和浩特市蒙餐店品牌的市场定位研究。主要包括蒙餐店经营公司和所属各蒙餐店两个层面的品牌定位。根据品牌定位理论,在公司层面可以继续坚持“天然绿色、营养健康”的品牌定位,所属各蒙餐店要从各自特色、优势和历史出发,确定不同的品牌定位。最后,进行了蒙餐店品牌相关策略研究。主要阐述名称的选择和标识的设计、公司品牌与所属蒙餐店品牌的关系、公司的多品牌策略、蒙餐店品牌的广告和公关策略、蒙餐店的品牌创新等品牌策略问题。
[Abstract]:Based on the analysis of brand construction and management of Mongolian restaurant in Hohhot, this paper makes a field investigation on several large Mongolian food stores, and according to the theoretical knowledge and field investigation results, This paper makes a preliminary study and discussion on the brand strategy of Mongolian restaurant in Hohhot, and tries to provide some reference and help for solving practical problems. This paper first introduces the basic situation of Mongolian food industry in Hohhot, including the definition and characteristics of Mongolian food industry, and the present situation of Mongolian food industry in Hohhot. The relationship between Mongolian traditional food culture and Mongolian food industry and the main problems in brand management of Mongolian food industry. Secondly, the brand target market of Mongolian restaurant in Hohhot is studied. Mongolian restaurant to develop a brand strategy in line with their own reality, an important start is market research. Through market research, we can find out the basic situation of current customer group, select target market again on the basis of market segmentation, and adopt appropriate market coverage strategy. Thirdly, the market orientation of Mongolian restaurant brand in Hohhot is studied. Mainly including Mongolian restaurant management company and affiliated Mongolian restaurant two levels of brand positioning. According to the brand positioning theory, we can continue to adhere to the brand positioning of "natural green, nutritious and healthy" at the company level. Each Mongolian restaurant should determine different brand positioning from its own characteristics, advantages and history. Finally, the research on the brand related strategy of Mongolian restaurant is carried out. This paper mainly expounds the choice of name and the design of logo, the relationship between the company brand and its Mongolian restaurant brand, the multi-brand strategy of the company, the advertising and public relations strategy of the Mongolian restaurant brand, the brand innovation of Mongolian restaurant, and so on.
【学位授予单位】：内蒙古师范大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F719

【参考文献】