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当今社会全球一体化不断加剧,社会、经济、文化不断融合,企业在竞争中的重心渐渐转移到品牌策略与推广上来,品牌逐渐成为企业在市场竞争中重要的核心力量和竞争优势。重庆的火锅吸引了众多的加盟从业人员,以至出现了上百个知名重庆火锅品牌。如何在一体化形势下有效地创建、管理、运作企业品牌,使企业不断进步发展,成为企业竞争的重中之重。因此,通过对企业品牌战略演变进行梳理,对重庆火锅品牌塑造与发展策略进行研究,能够加强火锅品牌战略的实施与发展,使“重庆火锅”品牌获得更大的成功。
In today’s society, the globalization of the world is becoming more and more intensified. The convergence of society, economy and culture has gradually shifted the center of gravity in the competition to brand strategy and promotion. The brand has gradually become an important core strength and a competitive advantage for enterprises in market competition. Chongqing hot pot attracted a large number of joined practitioners, as well as hundreds of well-known Chongqing hot pot brand. How to effectively create, manage and operate the corporate brand in an integrated situation so that the enterprise can make continuous progress and development becomes the top priority in the competition among enterprises. Therefore, researching on the strategy of shaping and developing Chongqing hotpot brand by combing the evolution of corporate brand strategy can strengthen the implementation and development of the brand strategy of hotpot and make “Chongqing Hotpot” brand more successful.