论连锁企业品牌发展战略途径及其实施策略

文章从连锁企业经营特点出发提出了连锁企业品牌发展战略体系，并对连锁企业的品牌开发战略和品牌扩张战略途径进行深入剖析。连锁企业的品牌开发战略主要包括品牌定位策略和品牌命名策略，品牌扩张战略主要包括连锁企业规模扩张战略和多品牌扩张战略。根据连锁企业的经营特色，对各个战略又提出了具体的实施策略。

Brand Strategies of Chain Business and Its Implementation

Based on the characteristic of chain business,the development strategies of chain business is put forward,then its system and brand development strategy are analyzed in-depth.The brand strategy of chain business mainly includes brand positioning strategy and brand naming strategy;brand expansion strategy mainly includes chain scale expansion strategy and multi-brand expansion strategy.According to chain business operation,this paper also proposed various strategies for specific implementation strategies.