饮食业“老字号”品牌营销战略分析

经济全球化进程的加快,促进了我国产业结构的调整,使服务业比重不断增加,对于以饮食业为主的＂老字号＂来说,凭借其品牌文化优势,无疑是发展的机遇。但＂老字号＂也同时面临着困难和挑战,诸如品牌意识缺失、标准化难以实施等。本文应用SWOT分析法,对饮食业＂老字号＂的优势、劣势、机会、威胁进行分析,并对其品牌营销战略进行了研究。

Analysis of catering industry "old brand" brand marketing strategy

The process of economic globalization pro mote China＇s industrial restructuring, the service industry was the increasing proportion of share, for catering mainly to the ＂old＂, by virtue of its brand of cultural superiority is the development of Opportunities.However, them faced with the difficulties and challenges at the same time.In this paper, SWOT analysis, catering to the ＂old＂ strengths, weaknesses, opportunities and threat analysis, catering and ＂old＂ brand marketing strategies have been studied.