Research On Brand Image Building Of Small And Medium-sized Catering Enterprises From The Perspective Of All-media

The national "14th Five-Year Plan" pointed out that China has started a new journey of building a socialist modern country in an all-round way,turning to High quality development stage.As the basic life service industry in the national economy,the catering industry plays an important role in expanding consumption,stabilizing employment,safeguarding people’s livelihood and inheriting culture,and small and medium-sized catering enterprises,as the main operators in the catering industry,are also an important force driving China’s economic growth.The rapid development of the media has had a profound impact on all walks of life,especially the product form and communication mode of small and medium-sized catering enterprises have undergone earth-shaking changes.Under the policy support and social trend of "mass entrepreneurship and innovation",different types of small and medium-sized catering enterprises such as individual stores and brand franchise stores have sprung up like mushrooms after rain,and the competition among brands is becoming more and more fierce,and the homogenization of brands is serious.The solidified development model of traditional small and medium-sized catering enterprises can no longer adapt to the complex and ever-changing market environment.It is urgent to find a brand development direction suitable for small and medium-sized catering enterprises,and establishing a good brand image is an inevitable choice for small and medium-sized catering enterprises to survive and develop in the new situation.Under the opportunity of deep media integration,the brand image design of small and medium-sized catering enterprises can be guided and planned by using the all-media concept,and the media design of the whole chain,such as product packaging,advertising,display and circulation,can be achieved by giving full play to the unique advantages of enterprises,including the control of promotion costs,the improvement of investment efficiency and the expansion of promotion efforts.It is an important proposition to grasp the opportunity of all-media development and explore a suitable development path for the brand image building of small and medium-sized catering enterprises.Based on the potential of catering industry,this paper takes domestic small and medium-sized catering enterprises as the main research object,adopts the research methods of literature research,interdisciplinary research,empirical research and questionnaire survey,and comprehensively applies the theories of art design,brand marketing and news communication to explore the development path of brand image of small and medium-sized catering enterprises.On the basis of domestic and foreign scholars’ research,this paper defines the whole media,brand image,brand image shaping and other related contents,analyzes the characteristics and market environment of small and medium-sized catering enterprises,and launches a questionnaire survey in combination with consumer demand.On the basis of data analysis,it deeply analyzes the status quo of brand image of small and medium-sized catering enterprises.It is found that there are still some problems in the process of brand image building of small and medium-sized catering enterprises,such as inaccurate brand positioning,insufficient brand differences,unsustainable brand image building and decentralized brand image building,which need to be solved urgently.This paper explores the goals and key points of brand image building of small and medium-sized catering enterprises from the perspective of all media,guides the brand image design of small and medium-sized catering enterprises with the concept of all media,and obtains the specific path of brand image building of small and medium-sized catering enterprises from the perspective of all media,with a view to providing reference for the benign and sustainable development of small and medium-sized catering enterprises.