Research On The Brand Control Of Sunzhipeng Malatang Catering Company

Catering brand has become the most precious intangible assets of catering enterprises,and plays an immeasurable role in the development of catering enterprises.At present,China fast-food enterprises brand awareness and brand building are still in the primary stage of development,not to pay attention to the bottleneck problem of Chinese fast food enterprises brand building,create a brand,build brand chain operation mode.Therefore,it is the only way for fast food enterprises to study brand building to build catering brand,improve the core competitiveness of fast food enterprises and maintain sustainable development.This paper chooses Baicheng city Sun Zhipeng Malatang catering company "as the research example,how to implement the brand construction of small and medium-sized catering enterprises,the use of MBA related knowledge and theory study,provide a reference for the operator Sun Zhipeng Malatang catering company,at the same time as a reference for China's small and medium-sized catering enterprises brand building,has strong practical significance.Guided by the theory of brand building,this paper investigates and observes the brand development strategy of sun zhipeng hot and spicy food and beverage company and the related management and maintenance methods through field interviews with employees and consumers,and makes an empirical study on the current situation of brand maintenance of the company.Through the investigation found that the company in the brand building strategy,there are many defects,the company 's staff 's brand concept is still relatively weak,in brand maintenance,mainly new dishes,emphasizing the characteristics of food,and ignore the characteristics of the brand.At the same time,the brand construction of sun zhipeng hot and spicy food and beverage company is still in the initial stage,no corresponding brand effect has been established.The reason for these problems is that Sun Zhipeng's spicy hot food restaurant has a mistake in brand positioning,and there are some shortcomings in determining brand culture and brand promotion strategy.To solve this problem,Sun Zhipeng spicy hot food restaurant must strengthen its capacity building in brand management,not only to design brand logo,but also to strengthen brand culture and business management.