The Problems And Countermeasures Of "M" Catering Enterprise Brand Management

Since all the time, as one of the main industry of the third industry, the catering industry has made an outstanding contribution in terms of stimulating domestic demand to help people, employment, promoting market prosperity and progress of life and improving the people’s material living standards. With the significant growth of people’s living standard and improving, people’s pursuit of the diet food is not only about the function, they pay more and more attentions on the food brand. The development of China’s catering industry is divided into a number of initial stage, reform and opening up eighty or ninety years of catering enterprises expansion phase, in twenty-first Century after the scale development stage. Today, catering enterprises have entered a stage of the brand strategies, the pursuit of brand has gradually become a priority among priorities of the catering industry. With the development of anti-corruption, the development of the high-end restaurants is blocked. Emerging small catering brand, especially the brand chain stage and show vitality, the research object "M" catering enterprises is a typical representative of the small restaurant chain.To enter the small catering enterprises is so simple, so in general practitioners are lacking of management capacity. There are so many serious problems to produce the market orientation in the enterprise brand on the road such as not accurate, blind expansion, and product homogenization. The research object of the thesis is a small catering enterprise called "M", it is a very famous leisure delivery chain restaurant in Henan province Zhumadian city. In the early opening, Because of its excellent product taste and typical for young people leisure catering service, people are very fond of satisfied with it, Management of the effect is very good, at the same time, many people are to join the Advisory things. Until now, there have been more than 10 small stores, According to the investigation, many foreign branch of the business is far to achieve the desired effect. There are several stores to closed, several other development also is not good. This is because some foreign customers do not understand the brand story, Therefore, the main problem is very important in diagnosis of brand management, and proposes corresponding countermeasures according to the problemsFor the enterprises, especially the catering enterprises, accurate brand strategy will be related to the survival and development of enterprises. Brand vision, brand positioning, brand promotion and maintenance are associated with the brand strategy. A good plan is crucial for the realization of the brand, increase profits and sales. It has practical significance for the research on brand marketing plan. The purpose of this paper is to putting forward the brand management related problems about the "M" catering enterprise, and giving its solutions, so as to realize the long term development of "M" restaurant brand. This paper also has a guiding significance for reference to other leisure food brandsFirst of all, this paper studies some theories related to brand management, especially some theories of Chinese catering business on brand management. Then, we made a qualitative and quantitative study on "M" catering enterprises existing problems in brand management. From the Internet catering brand "carved Ye sirloin" advanced marketing strategy, we propose solutions to the problems. So this paper diagnosed the main problems of brand management use the questionnaire survey, data analysis and other methods. This paper is not only to the "M" of catering enterprise, but also playing a certain reference role on other beverage enterprises...