The Brand Management Study Of Chain Restaurant Industry Based On Business Life Cycle

With the increase of productivity, China and the world's economy has changed from shortage to surplus. The gradual increase of remaining products has made market change from sellers to buyers, consumers can choose plenty of product types, product quantities and product qualities, which suggests the increasingly fierce competition among enterprises. And because the transformation of people's consumption structure and the socialization of food consumption, the competition in food industry has also entered the white-hot stage. The question how to make restaurants stand out above the rest and keep everlasting has become the focus of food industry and theory circle.Because of the simplicity, standardization and specialization, chain operation has become the primary business strategy of modern food industry, and has increasing become a trend. Brand management can improve the market competitiveness of enterprises, and improve their product quality and corporate image, which is the necessary management strategy in enterprises'operation. The purpose of this paper is to elaborate the problems and strategies of chain restaurants at all development stages, using chain operation theory, brand management theory and business life-cycle theory as the main line, which is used to guide the development of chain restaurants, make chain restaurants maintain vigorous and keep everlasting.This study has practical and theoretical significance. Through studying the brand management of chain restaurant industry, strengthening chain restaurant operators' awareness of brand management, and gradually pushing forward the branding of Chinese chain restaurant industry, is its practical significance; at the same time, to some extent developing and supplementing the brand management theory is its theoretical significance.The research method is mainly literature research, data mainly from library books, related journal articles and thesis in digital library, as well as related information on the network, through the analysis and integration of these data, the author obtained the conclusions of this article. The conclusion is summing up the brand characteristics, brand management problems and brand management strategies of chain restaurant industry at different development stages—start-up, growth, maturity and decline, and proposing one or more case (s) for each strategy, which is an innovation of this article.The framework of this study is that:Chapter 1 discusses the purpose and significance, the studying status of internal and external researchers as well as the research content and method; Chapter 2 discusses the related concepts of the brand management of chain restaurant industry; Chapter 3 discusses the brand management of chain restaurant industry at start-up stage; Chapter 4 discusses the brand management of chain restaurant industry at growth stage; Chapter 5 discusses the brand management of chain restaurant industry at maturity stage; Chapter 6 discusses the brand management of chain restaurant industry at decline stage; Chapter 7 is the conclusion and outlook.