Research On Brand Competitiveness Of Chinese Catering Enterprises

With the development of market economy and fierce market competition, it`s becoming an important feature of corporate development in the new century to build brand as the core and improve brand competitiveness. However, most Chinese catering enterprises haven`t formed brand competitiveness yet due to lack of awareness and ability of brand management. There exists some problems for them such as lack of sustainable core products, lack of core technology, lack of brand`s cultural connotation and effective human resources management, etc. Therefore, it`s necessary to research on the establishment of brand competitiveness for Chinese catering enterprises.The paper firstly elaborates the connotation of brand, competitiveness and brand competitiveness, then characteristics and sources of brand competitiveness and then research status home and abroad. Based on the above theories, learn from the successful case of Quanjude`s brand competitiveness, analyze brand competitiveness problems faced by Chinese catering enterprises, combine with catering industry features, then after comprehensive analysis put forward the constituting elements of brand competitiveness of our catering enterprises which are catering product, technology, corporate culture, human resources and management. Catering product includes high-quality and unique dishes and quality service. Technology includes product technology and production equipment technology. Corporate culture includes unique corporate culture and rich food culture. Human resources are the primary resource of catering enterprises. Management includes the management of personnel, product and ingredients. Finally, the paper brings up five ways for our catering enterprises to cultivate brand competitiveness. Firstly, improve the quality of catering product, including improving dishes` and service quality. Secondly, set up R & D system to increase technology content including establishing R & D research base, putting more efforts on research of production process, facilities and equipments, and innovating product. Thirdly, construct corporate culture, including cultivation of corporate culture and construction of unique brand culture. Fourthly, improve ?personnel training system including strengthening various training of personnel, strengthening performance and assessment of personnel and carrying out human-based management. Fifthly, develop chain operation including setting up the strategy of chain operation, strengthening the construction of management system and specifying the process of chain operation.This paper applies brand competitiveness theory to catering enterprises. The paper firstly puts forward the constituting elements and cultivating ways of brand competitiveness of Chinese catering enterprises.