中式快餐老字号品牌营销状况实证研究  

An Empirical Study on the Marketing Status of Chinese Fast Food Time-honored Brands

作　　者：张京洲[1] 周艳丽[1] ZHANG Jing-zhou;ZHOU Yan-li(Anhui Business College of Vocational Technology,Wuhu Anhui 241000,China)

机构地区：[1]安徽商贸职业技术学院,安徽芜湖241000

出　　处：《吉林工程技术师范学院学报》2020年第10期63-65,共3页Journal of Jilin Engineering Normal University

基　　金：安徽商贸职业技术学院人文社科重点项目(2020KZR04);安徽商贸职业技术学院自然科学一般项目(2020KYZ05);安徽省级大学生创客实验室建设计划项目(2016ckjh087)。

摘　　要：“老字号”是企业的一副金字招牌,能够提升企业品牌的公信力,然而,随着市场竞争日益加剧和消费者需求升级,仅靠一字招牌,难以适应市场需求。以徽商中式快餐品牌汤包馆为例,调研企业在品牌营销中存在的问题,主要体现为品牌服务意识淡薄,品牌营销核心竞争力不突出,连锁店品牌形象不统一,品牌传播手段较传统,品牌消费体验不够舒适等。解决对策是:加强品牌服务意识,提升品牌服务水平;强化产品特色,提升品牌竞争力;整顿品牌形象识别系统,提升品牌形象传播渗透力。借助互联网新媒体平台,大力推广品牌传播范围和影响力;挖掘“美好生活需要”消费新动向,注重“吃体验”文化情感塑造。“Time-honored brand”is a golden sign of an enterprise,which can greatly enhance the credibility of an enterprise's brand.However,with the increasing market competition and the upgrading of consumer demand,it is difficult to adapt to market demands with only such a brand.In the paper below,a survey of a soup dumpling restaurant under Huishang,a Chinese fast food brand,shows some problems in its brand marketing including:weak awareness of brand service,ordinary core competitiveness of brand marketing,varied brand images of chain stores,traditional methods of brand communication and uncomfortable consuming experience,etc.To solve these problems,the following strategies are brought forward such as strengthening brand service awareness to improve brand service,strengthening product characteristics to enhance brand competitiveness,reorganizing the brand image recognition system to enhance brand image communication,expanding brand communication with the help of new media platforms,and explore new trends to satisfy the needs for a better life by paying attention to the building of culture and emotion of“eating experience”.

关 键 词：中式快餐 老字号 品牌营销 实证研究 

分 类 号：F713.50[经济管理—市场营销]