Catering Industry Chain Brand Maintenance Research Questions

Brand is restaurant’s chain’s logo, representing the consumer’s image of ideology,technology, quality, brands, etc., catering market competition would be competition between brands. Our brand building chain catering industry in its early stages, is essential for maintaining brand restaurant chain development. However, China’s catering industry brand chain bring a lot of problems, such as: China’s relevant laws and regulations regarding the maintenance of brand imperfect, regulatory mechanism is not perfect; catering industry competition disorder, food safety issues are emerging, imitation and counterfeit brand repeated violations; restaurant chain lack of proper maintenance of the brand concept, lack of corporate brand culture, can not make full use of the network and the legal protection of the brand and so on. If chain catering industry in brand maintenance work is not in place,companies can not achieve long-term development.Through the relevant literature, theory, thinking to sort out, to provide study support the theory, so that point of view is more convinced; the introduction of brand marketing, brand synergy maintenance, network brand protection, social responsibility and other hot issues,discussion and analysis; In their own as the center, build brand catering chain maintenance mechanism; Article situation in the chain restaurant industry for brand maintenance and problems, from the government, industry and enterprise three respects, propose related tactics and recommendations.China needs to continue to improve relevant laws and regulations to maintain the brand chain restaurant industry, improve market supervision mechanism to maintain the market fair competition order. Under existing political law, economics, marketing, network environment,restaurant chain should through improving there own operation to maintenance brand:compliance with the relevant laws and regulations, using legal means to maintain the brand;enhance brand culture, through the network media for branding and brand maintenance.accurate brand positioning, improved brand marketing tactics; perfect brand synergy between the headquarters and franchisees maintenance mechanism, enhance brand maintenance efficiency; establish great brand concept maintenance, eliminate short-term behavior of enterprises, improve crisis management mechanism,ensure product and service quality;promote standardization and localization combined,Enhance the innovative capability of enterprises.