A Case Analysis On Brand Creation Of "A-Li Sliced Noodles With Tomato Sauce"

With quick life rhythm of modern people, the importance of fast-food culture in human life is improving gradually. Especially in recently years, with the income levels of both urban and rural residents constantly increase and the socialization of catering is urgently demanded, the mass consumption has got the dominant position in the catering across urban and rural areas. It drives Chinese catering to grow faster. According to statistics, Chinese fast food occupy the main market quota of that realm with more than 4 times of the western fast food. But the market is still in an embryonic stage, the brand degree of concentration is extremely low. With the development of the global economy. There is huge unsatisfied demand and chances in Chinese fast food. After many years of groping and depositing, Chinese fast food has now entered a new period of brand improving and stretching. It will be confronted with a key problem of how to quicken branding building with utilizing capitalization.According to the authorities report of an organization of marketing popularization in fast food industry, the traditional fast-food culture is dissolved ceaselessly in the modern subdivisible society, and the new order is being sought and built. There is no way to lock the consumers except helping the consumers to build an order of consuming and stabilize their consumer behavior. Not only learning the standard clean and service of western fast food, but also learning the soft intension which is supplied to the consumers, such as love and food and drink culture. The results indicated that finding an affinity and making a harmonious situation in consumption psychology and the behavior.In pasta mainly area, "A-Li Sliced Noodles with Tomato Sauce", which mainly use tomato as ingredient and bear "the nature, the nutrition, the health" in mind, has boomed a new brand of Chinese fast food. It meets the diet habit and consumer psychology of Central Plain region. In certain sense, it establishes a new fast-food consuming way complying with local diet flavors and habits and grows up as a new star among those local health fast-food brands. Now "A-Li Sliced Noodles with Tomato Sauce" has more than 100 stores in china since its emergence in 2005.This essay takes local health fast-food "A-Li Sliced Noodles with Tomato Sauce" with a kind of very Central Plain characteristic diet culture as an example, discussing the way to establish a Chinese health fast-food brand which complied with Central Plain diet habit. The discussion includes brand elements and its meaning, brand decision, brand creation and brand building. It purports to show that the Chinese fast-food, which is nutritious and healthy and complied with Central Plain habit, has a wide developing space and the market prospect. And it is found some references for a Chinese fast-food brand establishing and developing.