Study On The Lanzhou Beef Noodle Brand Communication

This article mainly regards Lanzhou beef noodle as the research object,starting from the whole industry quo status of Lanzhou beef noodle,which combed the Lanzhou beef noodle in the past of the problems in the development of brand.In this paper,we use interview method to interview the represented by "The east palace" brand of a few head,mainly analysis "The east palace" to stand out in many Lanzhou beef noodle brand reasons including the government's vigorously support and having a perfect management system,etc.,At the same time,on the basis of "The east palace" have their own unique innovation in the brand communication: including brand culture strategy,break the restriction of price,etc.However,"The east palace" also ran into problems with the development of the brand: malicious market competition,bad regulatory practices and so on.This paper also expounds the innovation and difficulties encountered by other emerging brands in brand communication.All of the author for the future of the Lanzhou beef noodle industry development has carried on the brand communication consideration: the first is to do quality is the precondition of brand communication,high quality beef noodle must be the most important.The second is to learn to mobilize various resources to guarantee the brand communication,including government resources,good human resources,learning advanced service concept.Third is using the Internet to spread the development of Lanzhou beef noodle brand culture derivatives,step by step,taking advantage of the spread of the Internet to exploit its behind the cultural resources,excavating its behind the cultural stories,historical stories,to create these elements together for excavating cultural products.Fourth,we will use the Internet to disseminate more efficient supply chain resources and promote the development of the local economy.