Study Of The Chinese Dining Brand

China has long food culture, and is famous for the"delicious meal". The reforming and opening up brings the flourish of economy, that have offered powerful economic basic and market foundation for the steadily prosperous of the meal trade. The meal trade has developed in higher speed which is nearly 17% recently. Economists claim that the meal trade will become one of the biggest and the most attractive trades in the merchandise and service market in 21 century. But review the Chinese meal trade market, although the number of dining enterprise and their market share increased progressively year by year, none of the Chinese dining enterprise has formed a famous brand which has a very high brand value such as Macdonald's and KFC.21 century can be called"brand century", a country that does not have the world famous brand can be not called the developed country, and a market that lacks famous brand can be not called a perfect market. The brand not only is the enterprise wealth symbol, but also is the national strength symbol. Therefore, how to create a famous Chinese dining brand is important for prosperity of Chinese meal industry.This article consists 4 partsPartⅠLiterature SummaryThe dining industry is definite as, an industry, which in the certain place, engaged in carrying on the scene cooking, and modulated to food sells and offer service for the costumer on the spot. Because Chinese meal history is glorious, type is multitudinous, manufacture is complex, and regional disparity is obvious, Chinese dining industry has many special characteristics such as the demand changes fast, the expense loyalty is low, the consumer need products with high quality, the brand constructs difficultly.The definition of brand is that, brand is kind of a name, a terminology, a mark or design, or their mutual combination, with distinguishes some consumer, the product or the service. It causes distinguishes with the competitor product or service. Brand includes brand name, brand mark, and trade mark.The brand marketing is a exchange progress, in which the organization or person through to take the brand as the core creativity, cargo, service development, pricing, and the plan or execution of communicating, realize that the brand can create benefits as a kind of capital.There are two kinds of comprehensions in dining brand, one is narrow sense, the other is generalized. Looking from the narrow sense angle, the dining brand is a concreted obviously sign. This sign is consisted of characters, mark, color, and typeface. Looking from generalized angle, the dining brand can also include individuality, and atmosphere which is steady and invisibly factors. These factors are the important basis for consumers to recognize a dining enterprise and its products.The dining industry brand, is refers to the dining enterprise enhances the dining product competitive through its brand image. Though establishes the market brand, enterprise can enhance the reorganization of product and enterprise, and expand the market share.As for dining enterprise, setting up a dining brand can initiate customer's expense; can establish the customer's friendly sentiment; can strengthen consumer's sympathy and loyalty, thus achieves business goal. The brand management is the effective way of enhance the competitive of company.PartⅡCreating and Managing Chinese Dining BrandThe whole dining brand is consisted of enterprise brand and product brand. The product brand is consisted of dish brand, service brand, and environmental brand.The process of creating a dining brand includes business analysis of dining enterprise, which includes the analysis of the enterprise sales and management, investigation of customers, the analysis of ME, the market environment and the company competition; Formulate dining brand structure and strategy, the enterprise should formulate a dining brand structure and strategy according to their business aim; Create brand culture ,According to the brand connotation and the localization to each brand, enterprise can create the brand culture, which can explain the significance and the inside story, and set up the brand image;Brand mark design, According to the image, carries on the CIS system design to the brand, including AI, EI, CI, BI, DI. Dining brand maintenance includes that according to the dining brand circulation consisted of diffuse, cognize, practice, and approves, manage the brand.PartⅢCreate Famous Chinese Dining BrandAccording to the situation of top 100 Chinese dining enterprises, hot pot industry develop quickest, the fast food industry occupies the largest proportion. By the analysis of turnover, the Chinese dining enterprise grows rapidly, but there is still a huge gap between it and world famous enterprise, especially in fast food industry.Basic thought of create a famous dining brand is that: Develop characteristic management. Characteristic management is the effective way to create a famous brand. For Chinese dining enterprise, the characteristic of product, environment, brand culture, are essential factors.Develop franchise to realize brand expansion. Most of famous dining enterprise use franchise to expand their brand. In order to develop Chinese franchise in dining industry, enterprises should set up perfect supply system, strict control system, a reasonable speed of enterprise expansion, and raise special person for franchise management.Develop international market to enhance the brand recognition.In order to develop international market, Chinese dining enterprises should attract international investor's join. This can not only increase the financial strength, simultaneously also can absorb the advanced management. Then learn the success strategy from other companies, implement the localization management to attract more overseas costumers.PartⅣFour Questions and CountermeasureThe problems include (1) lack of brand marketing consciousness (2) There is no unified standard for dining industry (3) lack of the culture connotation and image support (4) the brand management is lagged (5) brand promotion is insufficientThe countermeasure include (1) enhance the brand consciousness of the enterprise and national (2) enlarge the power of advertisement and public relationship (3) strengthen the intangible asset protection (4) implement the group strategy (5) attach importance to price strategy (5) strengthen the legislative work and standard government behavior.