中西式快餐业品牌战略比较及启示

品牌是企业无形的财富,尤其对快餐业来说,品牌是快餐业生存的法宝.随着全球化的深入,外国品牌大举进入中国市场并占据了相当大的一部分市场份额,中国快餐业必须有自己的品牌才能与西式快餐抗衡.本文重点从中西式快餐品牌名称符号选择、重视程度、产品开发、人员招募、培训、晋升标准、店面寻址、店面设计标准和环境布局几个方面对中式快餐与西式快餐的品牌战略的差异进行了分析,同时,又从品牌的创新性、著名品牌数量、规模效益、品牌文化性、国际化程度等方面对我国快餐业存在的问题进行了深入分析,在此基础上本文提出了我国快餐业应从产品品牌特色打造,实施差异化战略,产品的不断创新,保持规模与效益的平衡,优良品质打造等几个方面打造我国快餐业品牌.

Comparison and Enlightenment of Chinese and Western Fast Food Industry Brand Strategy

Corporate brand is intangible wealth,especially for the fast food industry,brand is the fast food industry a magic weapon for survival.With the development of globalization,foreign brands inroads into the Chinese market and occupy a considerable part of the market share,Chinese fast food industry must have their own brand to contend with the Western-style fast food.This article emphasis attached to The difference of attention degree,product development,personnel recruitment,training,promotion criteria,addressing,store design,store layout of the environment standard.At the same time,analysed the existing problems from the brand innovation,famous brand,the number of dimensions benefit,brand culture,the degree of internationalization and other aspects of the fast food industry in China.On this basis,this paper proposes the fast food industry in China should build product brand characteristics,implement differentiation strategy,continuous product innovation,maintain dimensions and benefit balance,excellent build quality and other aspects to build the Chinese fast food industry brand.