Nanjing Old Restaurant Brand Equity Sources And Strategies

As a kind of non-renewable resources, Chinese traditional business enterprises' brand is a classical business culture of our nation, is inheritance and wealth of our country, but the brilliancy and prosperous ages of Chinese traditional business enterprises were gone, they perished these years at a speed of 5%, the reasons that drain the brand property gradually and many enterprises be in danger are various, but the most important one is the lack of the brand management, which is the most critical strategy for a business enterprise in the modern society. It is vitally significant to study brand of Chinese traditional business enterprises, which may not only indicate the direction for the traditional enterprises, but also establish a good model for the enterprises in China.Brand Equity as a new marketing theory which got into the marketing realm in 80's, 20 centuries has had a full influence in academic and business enterprise field though, until today, most conclusions of the Brand Equity were gotten from the analysis on consumer market, rather than servicing business. The studies about Chinese traditional business enterprises in servicing business are few; most of which were only the theories anglicizing about customer-Based Brand.A theory of Customer-Based Brand Equity, which was from the research of Keller (1993) mainly focus on the perception and the evaluation of the brand from the customers side. Customers who rated the brand highly usually incline to keep some special feelings with the brand. So this study views that brand equity is a reaction to choose brand based on brand-knowledge in the personal experience-process, in another word, brand equity comes from the brand-knowledge and perceived quality of the customers. Furthermore, this study will find out a fast way of the brand promotion basing on the customer-based equity though the key factors attributing to the brand equity.This paper involves the defining and measuring methods of Customer-Based brand equity, and finds the foundation about identifying the key impact factors influencing on the brand equity. This study also inquires the sources of Chinese traditional Catering business enterprises' brand equity in the view of the customers. According to the investigate and research on the customers of three "Chinese traditional Catering business enterprises" restaurants in Nanjing, this study proves the assumes basing on the previous theories, finds out the key impact factors that have the influence on brand equity, and then suggests usefully about brand equity management and this kind of Chinese traditional Catering business enterprises basing on the studying conclusion.