Optimization Marketing Strategy Of Feng Yun Restaurant Chain Brand Management

Abstract:With the rapid development of market economy and the continuous improvement of people’s living standard, the catering industry has achieved unprecedented development, whether it is the size of the market, or the industry overall yields are achieved the double growth of speed and quality, and has long maintained a strong momentum of development. Catering enterprises are from the local product competition, Price competition, competition, competition for talent, information and capital competition to the competition of comprehensive strength, namely the brand competition. To brand building as the core, improve the catering enterprises brand competitiveness, are becoming the new century an important feature in the development of the catering enterprises. Brand supremacy in this era, brand has become the most important intangible asset for catering enterprises, and food and beverage enterprise development plays an immeasurable role. Therefore, Fengyun catering chain should be committed to brand management, improve market competitiveness, make Fengyun catering chain healthy and stable development.Based on the above background, this paper reviews and analyzes the theories of brand, multi-brand and catering brand, based on the depth investigation in Fengyun catering chain and collection of related documentation, first, it analyzes the brand management status of Fengyun catering chain, and summarizes the problems in the brand management process; Then following the concept of modern catering brand and modern multi-brand, innovative brand management model, design Fengyun, Sunny and Cloud restaurant multi-brand marketing model. The new multi-brand marketing model not only enriched and developed the catering brand management theory, but also provided practice experience for Fengyun catering brand management, effectively promoted the construction of Fengyun catering brand, which is conductive to Fengyun catering chain to improve their overall competitiveness, build Fengyun catering chain brand.The new multi-brand marketing model run by actual the Fengyun catering chain, through this marketing model, round to improve the service quality of Fengyun catering, meet consumers diversified consumer demands, receive customer further recognition, Fengyun catering brand enjoys popular support, promote leapfrog development of the Fengyun catering chain brand.