Research On The QW Chongqing-noodle Brand Construction

At present,Chongqing-noodle has become a regional food,which is loved and concerned by the majority of consumers.After years of development,it has gradually formed a certain scale of industry,but most of the brands in the industry are lack of strong competitiveness,and the brand brand construction needs to be strengthened.On the issue of brand construction,scholars at home and abroad have done a lot of research,but the research of brand construction applied to the brand construction of the industry is still relatively small.According to the particularity of the industry,combined with the case of QW Chongqing-noodle brand construction,the theory of brand construction is applied to specific enterprises,and targeted research is carried out to help the enterprises to solve the problems encountered.QW Chongqing-noodle is a brand of Chongqing Qingpin Catering Management Co.,Ltd.at present,the company's main business includes training,physical stores,seasoning product sales and other businesses.After years of development,QW brand construction has achieved certain results.However,with the vigorous development of the whole industry in Chongqing,the competition among enterprises and brands is becoming more and more fierce,and the space for survival and development is being squeezed each other.QW also faces many serious problems in the process of brand construction,especially in brand positioning and product homogeneity,which highlights the lack of brand influence and competitiveness.In order to better study the problems of QW in brand construction,3C strategic triangle model will be used to analyze each problem from three aspects of customers,companies and competitors,specifically through questionnaire survey,interview,similar brand comparison and literature research.Combining the construction demand of QW Chongqing-noodle brand with 3C strategic triangle model,through the analysis of positioning theory and differentiation theory,find out the cause of the problem,and put forward feasible suggestions to solve the problem.At the same time,we hope to promote other enterprises or brands in Chongqing-noodle industry to actively construct their own brands,so as to promote the development of the whole industry and present more high-quality brands for consumers.