| China has a long history of diet culture and it is famous for diet. With the development of reform and open it makes economy develop fast, makes the income of persons in the town and country increase steadily and makes traveling and business develop prosperously, which provide powerful economic and marketing basis for the eternal prosperity of the catering trade. Especially life standard improves and life pace escalates, which bring the development of fast food quickly and make it great vitality and extension. Therefore, fast food becomes one of the main dining forms in our country. However, considering modern Chinese fast food marketing in all aspects, we can find the unbalance of the development between Chinese fast food and Western fast food, Although Chinese fast food has Heaven's favourable weather, Earth's advantageous terrain and human unity in the competition, it is still in an inferior position. Why is it? Every manager of Chinese fast food is always thinking about the same question how Chinese fast food succeeds in the competition. This paper adopts antithesis, exemplifying, data, marketing sample investigation and other methods to research the present situation of development and problems of Chinese fast food, and to analyze the differences between Chinese fast food and Western fast food. And this paper elaborates it using brand theory, including brand consciousness, brand position, brand individuality, brand spread, brand chain managing, brand expanding, brand crisis administration. According to these, this paper put forward some strategy of setting Chinese fast food brand in order to escalate the development of Chinese fast food in the competition of Western fast food, Chinese fast food will have prosperity in the future as long as it is strict with itself in practice. |
