Study On The Construction Of Catering Brand Under The Perspective Of "Grassroots Culture"

The construction of catering brands is a complex and systematic long-term project based on the categories characteristics,competition and changes in market demand.The problems that the current and future catering brands development must ponder and face are that how to improve the competitiveness of catering brands,how to establish the position of the brand in the minds of consumers,how to create a brand image that deeply roots people's hearts,then capture the minds of consumers,and ultimately achieve the purpose of enhancing the competitiveness of the brand,so as to create a win-win situation for the brand and consumers.After the studies on the brand theory of David A.Aaker,Philip Kotler,and Kevin Lane Keller,the consumer psychology of Michael R.Solomon and other related theories,the writer analyzes and studies the development of catering brands from the perspective of "grassroots culture",and hope to draw scientific and reasonable conclusions and explore the differentiation of brand development path to increase the competitiveness of catering brands.The first part of this paper elaborates on the concept of "grassroots culture" and analyzes the background and characteristics of "grassroots culture"."grassroots culture"is active in the rural grassroots and urban folk,with a wide range of audience and group identity,forming a broad cognitive base.With the mutual integration of cultural information,the blending and permeating of "grassroots culture" with regional culture,folk cultures has enriched the development form and content of "grassroots culture".The"grassroots culture",originating from grass-roots people,is a group culture that spontaneously occurs at the bottom of society,which contains a rich consensus of life and is shaped by the influence of traditional folk and regional cultures,and differentiated by traditional folk and regional cultures.The second part combines the current development status of catering brands,and puts forward how the brand can meet the material and emotional needs of consumers by exploring the market segmentation of catering brands and the diversified demands of consumers.And analyzes how consumers can trust the branding catering industry,and what kid of brand connotations can enhance the consumer's identity.lt also clearly constructs the multi-dimensional value of catering brands and reveals the inevitability of catering brands based on cultural development.The third part discusses that the construction of catering brand under the perspective of "grassroots culture" is that understand the needs of the catering market,and seek differentiation paths for the development of catering brands through the implantation and excavation of "grassroots culture"and start from the grassroots people.Considers the audience's consumption preferences and values on the basis of the "grassroots culture",and constructs brand from the perspective of conforming the target audience's cognitive habits and reducing communication and cognitive costs,etc."Different areas have different customs" is the basis and condition for forming a brand's differentiated competitiveness,which with the help of the "grassroots culture" element,to shape the brand image,and using the brand name that be accepted by the masses of the people and the symbolic brand visual image to occupy the target audience's mental resources.Finally,applies the theory of catering brand under the perspective of "grassroots culture",and trying to play a certain reference role for the planning,implementation and promotion of catering brands.