Research On Brand Management Of Dian-tai-xiang Hotpot

For catering industry,the competition of enterprises has changed from taste competition and quality competition to brand competition.Therefore,it is crucial to do a good job in brand research and design of brand management programs in line with the future development strategy of enterprises.Excellent brand management provides strong support for enterprise products.It is an important guarantee for enterprises to improve product popularity,grasp a larger market share and obtain high economic profits.It has very practical significance.Dian-tai-xiang hotpot was popular in Chengdu with classic hot pot and delicate dishes,and has gradually opened its stores in frontline cities,such as Beijing,Guangzhou and Shenzhen.It was particularly important to further consolidate and optimize brand management,especially in dealing with the brand management in the process of national market expansion.This paper takes the Dian-tai-xiang hotpot as the research object,launched the research on its brand management.Firstly,the current situation of brand management and catering brand management at home and abroad was deeply investigated,and the related theories of brand and brand management were studied.On this basis,combined with the questionnaire survey,the status quo and problems of brand management of Dian-tai-xiang hotpot was analyzed.The main problems in brand management of Dian-tai-xiang hotpot were that the brand positioning was accurate but slightly lack of flexibility,the regional characteristics of brand image was too heavy,the channel of brand promotion was too dependent on the network,and the maintenance of brand culture was not enough.This paper analyzed the competitive characteristics of hotpot industry,analyzed the main competitors with case data,and put forward the consumer characteristics under the new economic background and relevant brand management enlightenment.Combining with the problems found,the corresponding brand management optimization strategies were put forward.In brand positioning,we should optimize product positioning strategy,market positioning strategy and competitive positioning strategy;in brand image,we should adopt emotional induction strategy,perceptual consumption strategy and authoritative image strategy;in brand promotion,we should realize diversification of promotion content and optimize brand promotion channels;in brand culture,four aspects should be optimized: promote cultural connotation of dishes and service concept,create good dining environment and shaping brand spirit.In order to ensure the effective implementation of the optimization strategy,it was proposed to strengthen market research,set up a full-time department to carry out brand management,strictly control food safety,actively carry out brand protection and enhance corporate culture construction.The construction of catering brand management needs long-term and systematic investment.Only by continuous innovation and improvement can we better guide the Dian-tai-xiang hotpot to form its own brand management system,so that enterprises can maintain market influence and customer share in the increasingly fierce competitive environment,and achieve considerable development.The accumulation of experience in brand management of Dian-tai-xiang hotpot also had reference value to the brand management of the same type enterprises.