| Nowadays, branding has become an important ways for China’s food and beverage companies to win beyond fierce competitions. How to build up the construction and management of the corporate brand by effective ingredient branding strategy has become an important issue for these companies.The thesis take X-restaurant as a research object, provide an ingredient branding strategy and illuminates it based on some well-known knowledge on the theory of marketing, branding and food and beverage management. The thesis is comprised by five parts, The1st section briefly describes the research background, significance and research methods; the2nd section outlined the meaning of ingredient branding and the construction of food industry; the In3rd section the marketing and management problem of X-restaurant was analyzed; the next section summed up the discussion above and take out a complete ingredient branding issue for X-restaurant. The fifth part is the conclusion of the paper.In this thesis, the construction of branding tactic in food industry was analyzed deeply, the element in the structure of branding tactic were sorted into product element, prize element, service element, and consumption environment element by significance, based on these elements, the branding tactic in food industry was design for X-restaurant which brand core value is "got all the Hunan Cuisine here", the conclusion of this thesis is reference to management group of either large corporation and smaller companies. |
