"Yuanshi"Catering Enterprises Brand Management Scheme Design

In recent decades, the catering industry along with the improvement of people’s living standards rapidly, while the product homogenization phenomenon is getting more and more serious, industry increasingly meager profits, and the increasingly fierce competition between enterprises.Chain catering enterprises because of its products, scale, environment, impression and other advantages, more and more shows its strong brand strength. Understanding of the diet has not stay at a subsistence level, only the pursuit of material enjoyment, more and more pursuit of spiritual enjoyment, on dietary choices are also increasingly highlight the brand.Small and medium-sized catering enterprises although there is no large-scale catering enterprise funds, personnel and technology advantages, but the construction and management of the brand is still important, especially those developed rapidly, and the desire to go to chain development of catering enterprises, brand management, quality determines its future destiny.In this paper, in that small and medium-sized catering enterprises as the research object, selects a typical representative, the brand management theory as a guide, brand management status of "primitive" catering enterprises are analyzed, to find the main problems and reasons of its brand management, brand management and design scheme of the.In the design of brand management scheme, first from the analysis of the corporate brand development environment, analyzes the macro environment, industry environment, competition and internal analysis, establishes the enterprise brand development vision and objectives.Then the brand positioning, brand image, adjust the brand integrated marketing communication and promotion, to the enterprise.Finally, to confirm and practicing the brand management scheme in practice.