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餐饮是经营业绩和社会口碑优良、知名度甚高,并形成相当规模,得到社会一定范围认可的餐饮经营。品牌餐饮是成功餐饮经营的一种体现。餐饮品牌的共同特征是:经营连锁化、价格大众化、菜式特色化、管理系统化、服务及环境风格化。品牌意识的出现是餐饮市场激烈竞争的直接后果,作为一种更高级别的发展模式,品牌塑造在中国的餐饮业中发展的程度还远远滞后于像麦当劳、肯德基、德克士、必胜客等国外餐饮企业。究其原因,中国的餐饮业品牌战略还存在着许多问题:品牌营销意识较为淡薄,综合服务素质的竞争和挑战激烈,餐饮企业品牌营销方式落后,品牌经营片面依靠广告,餐饮品牌文化内涵滞后,品牌建设评价机制形式化
Catering is the operating performance and social reputation, reputation is very high, and the formation of a considerable scale, social recognition of a certain range of catering business. Brand Catering is a manifestation of successful catering business. Common characteristics of the restaurant brands are: business chain, the price of popular, food style, systematic management, service and environmental styling. The emergence of brand awareness is a direct consequence of fierce competition in the catering market. As a higher-level development model, the development of brand building in China’s catering industry lags far behind that of overseas restaurants such as McDonald’s, KFC, DICZ, Pizza Hut and so on enterprise. The reason is that there are still many problems in China’s catering industry brand strategy: brand awareness is relatively weak, the competition and challenge of comprehensive service quality are intense, the brand marketing mode of catering enterprises is backward, the brand management depends on advertisements one-sidedly, the content of restaurant brand culture lags behind, Brand building evaluation mechanism formalized