大同特色餐饮品牌整合推广研究——以大同刀削面为例  

On the Brand Integration and Dissemination of Datong Food——take Datong Sliced Noodles as an Example

作　　者：孙玉梅[1] 薛海霞[1] 

机构地区：[1]山西大同大学历史与旅游文化学院,山西大同037009

出　　处：《山西大同大学学报（社会科学版）》2014年第1期103-105,共3页Journal of Shanxi Datong University(Social Science Edition)

基　　金：2011年山西大同大学校科学研究项目(2011k14)

摘　　要：大同刀削面是全国四大面食之一,在全国享有一定的知名度。但其发展目前仅限于山西地区,并没有向省外以及全国延伸。文章以SWOT分析法为主要理论依据,以实地调查法为主要研究方法,结合大同刀削面发展的实际情况,分析了品牌整合推广的影响因素,并对刀削面这一品牌的目标市场、核心价值进行分析,提出了这一品牌的整合推广营销原则及策略。As one of the most four famous pastas, Datong sliced noodles enjoys a certain popularity in the country. But it develops currently limitedly to Shanxi Province, and its brand does not develop to the whole nation. In this article, the author takes the SWOT analysis as the main theoretical basis and takes the field survey method as the main research method, and combines with the actual development of Datong slices noodle, analyzes the influencing factors. Lastly, the author analyzes target market, core values and put forwards the marketing principles and strategies of the brand integration and dissemination of Datong sliced noodles.

关 键 词：大同刀削面 整合推广 品牌独特性 

分 类 号：F592.68[经济管理—旅游管理]