on the brand establishment of chinese fast food enterprises

《on the brand establishment of chinese fast food enterprises》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。

1、毕业论文(设计)OntheBrandEstablishmentofChineseFastFoodEnterprises1.Introduction12.ThecurrentsituationoffastfoodindustryinChina22.1Thedefinitionoffastfoodanditsadvantages22.2WesternfastfoodinChina42.3ChinesefastfoodinChina52.3.1ThedevelopmentofChinesemodernfastfood52.3.2TheadvantagesofChinesefas

2、tfood62.3.3SomeproblemsexistingintheprogressofChinesefastfoodindustry73.Aboutbrand-building93.1Whatisbrand?93.2Thebrandoffastfoodindustry104.ThebrandestablishmentofChinesefastfood114.1OverviewofthedevelopmentoffamousChinesefastfood114.2Importantfactorsofestablishingfastfoodbrand124.2.1Est

3、ablishingcorebrandvalue134.2.2Settingupagoodbrandimage134.2.3Standardizationisthemostimportantitemofbrandchain154.2.4Strengtheningtheawarenessofbrandmarketingandimplementingthebrandstrategies175.Conclusion18References201.IntroductionAfterthereformandopening,withtherapiddevelopmentofChines

4、eeconomyandtheimprovementoflivingstandards,China'sfoodindustryhasalsoundergonearapiddevelopment.Undertheimpactofwesternculture,especiallyAmericanculture,moreandmoreChinesechangetheirlifestylesandeatinghabits.TheyseetheHollywoodmovies,listentotheR&Bmusicandeatwesternfastfood.Thegrowthofthe

5、fastfoodindustryisatahigherspeed—20percenthighereachyear.Foreignfastfoodgiantsareeagertotapintotheboomingmarket.AfterfoundingitsfirstrestaurantatBeijing'sQianmenin1987,thenexteighteenyearssawKFCopenover21毕业论文(设计)1,700restaurantsinmorethan360cities,coveringallprovincesandregionsinmainlandC

6、hinaexceptTibet.KFCisnowthelargestandmostrapidlygrowingfastfoodchaininthecountry.TheuniquetasteandqualityofitsproductshavemadeitafavoriteofChineseconsumers.A.C.Nielson,aleadinginternationalsurveycompany,ratedKFCasoneofthetoptenmostwidelypatronizedinternationalbrandsinChina.Thoughtheboomin

7、gfastfoodmarketismoreattractivetothelocalbusinessmen,therearefewfamousChinesefastfoodbrandandchaininChina.Howtoachievethegoalofsustainablemanagementinavariablesdevelopmentenvironmentinthefastfoodindustryhasbecomethemostimportantissuethatmodernfastfoodenterprisearefa