湖南省餐饮老字号企业形象的重塑——以长沙火宫殿为例

火宫殿作为长沙百年老店之一,承载着湖湘百姓的记忆,更是湖湘餐饮文化的一张靓丽名片。然而,随着当前餐饮产品同质化日益严重,而顾客需求不断个性化、多变性,企业形象竞争显得尤为重要。目前,火宫殿在企业形象塑造中存在一些问题,如形象老化、企业形象识别系统(CIS)不健全、形象传播意识不强等。为此,论文提出从四个方面重塑火宫殿形象,即提供更优质的产品和服务、以“创新的”方式传承“老字号”文化、完善CIS、增强企业形象传播意识、提高企业传播力。

Reshaping of the Corporate Image of the Time-Honored Catering Enterprises in Hunan Province——A Case of Huogongdian Restaurant

Huogongdian is one of the one-hundred-year-old restaurant in Changsha as well as a gorgeous model of Hunan culinary culture,which bears the memory of the local people in Hunan.However,as catering products are becoming more and more homogeneous together with customer demands increasingly personalized and changeable,competition of corporate images seems especially significant.At present,there are some problems in the shaping of the corporate image of Huogongdian,for example,image aging,the incomplete CIS and weak awareness of image spreading.Therefore,some suggestions are made to reshape the image of Huogongdian in term of the following:offering better product and service,inheriting the culture of time-honored brands in the way of innovating,perfecting CIS,raising the awareness of image spreading and improving enterprise-spreading capability.