A Study On Brand Construction Of Zhidianjiangshang Of Chinese Restaurant

The development of Chinese restaurant has entered to customer satisfaction, loyalty and restaurant's popularity and reputation as a center of brand management stage. At present, China's food and beverage brand building in the country does not have a complete, mature, particularly small and medium-sized food companies are exploring, trying to brand building process.This article take the brand construction's correlation theories as the instruction, utilizes SWOT analysis method, uses the customer questionnaire survey, the staff depth interview and so on on-the-spot investigation method, to directed the landscape the brand construction present situation to conduct the empirical study. Through the research thought that the present direction landscape staff brand consciousness is weak, the brand clothing must further strengthen, the direction landscape dining company by the characteristic new concept Hunan cuisine brand, the brand to have the strong regional characteristic primarily. Through the research thought that the present direction landscape staff brand consciousness is weak, the brand clothing must further strengthen, the direction landscape dining company by the characteristic new concept Hunan cuisine brand, the brand to have the strong regional characteristic primarily. The whole, the direction landscape dining company brand construction completely did not have the construction in the primitive stage. In order to realize the direction landscape dining company's brand construction, this article experimentally proposed uses the SDCP design the principle and the PDCA circulation marketing strategy carries on the brand construction and the promotion. Proposed that the corresponding countermeasure and suggested: First, the segmentation dining market, carries on the direction landscape brand localization; Second, the implementation variation competition strategy, the construction direction landscape brand culture, the product, the service brand, enhances the direction landscape brand.