Brand Operation Of Chinese Fast-food Corporations In European Market

In Europe, Chinese food is the Top3 and where there is a Chinese, there is a Chinese restaurant. Running Chinese restaurant becomes a pillar industry for overseas Chinese. Although the European Chinese fast food has broad space for development, Chinese fast food in Europe is in trouble for some reasons. In the 1970s, Chinese fast food experienced its great prosperity time. But in the past decade, problems appeared increasingly, Chinese fast food's development lagging far behind the western fast-food brand. Now, the restaurant brand competition in Europe catering market is sharply, the countermeasures to solve this problem are to conduct brand creation, expand enterprise force through the brand symbol design and brand communication; pay full attention on brand product operation to upgrading enterprise's operation condition; exchange the family business to brand chain operating model. Based on the above three aspects, there is the conclusion—Chinese fast food comes to brand operation period.Firstly, this research analyses the whole situation of Europe catering market, concretely including the system analysis of European fast food industry, Europe fast food industry's overall development situation and the eating habits and preferences of Europeans; Then, the research focuses on the development of Chinese food in European market, using SWOT strategic model to analyze the prospect of Chinese fast food brand in the European market, and draw the transformation countermeasures of Chinese fast food– brand operation; Next, it analyzes the specific brand operation methods for the Chinese fast food in detail, from the following three aspects: brand symbol design and communication, brand product operation and brand chain. Finally, this research adopts case analysis method, describing the outstanding Chinese fast food brand"Panda Express"in the United States.