从餐饮经营看品牌要素（Looking at brand elements from catering management）.doc

从餐饮经营看品牌要素（Looking at brand elements from catering management） First, the basic market value of the brand Catering enterprises can be broadly divided into four categories: Banquet restaurants, specialty restaurants, leisure restaurants, fast food restaurants. Of course, there are other classifications, but basically a subdivision, or a classification between the two. People drink at the dinner in the restaurant, eating in restaurants, tea in the leisure restaurant (or coffee), eat in fast food restaurants, in various food and beverage brands, and each has its market value, which is the premise, the enterprise and brand accepted by the market or will lose a place to live in, the final outcome self-evident. Market value is not a simple concept, but a system, we use the 5W2H method to analysis: we provide what for whom, at what time, customer needs, customer needs what place, customers choose us rather than peer reason, customer consumption patterns, the customers spend much money...... For example, the basic market value of fast food is to meet the needs of customers to eat. What is eating? Is to meet the bodys energy consumption and The new supersedes the old. of the most basic diet activities had a working lunch or dinner instead of family, do not need a banquet that pomp, also do not need to do a delicious restaurant, using the 5W2H analysis principle, benefits and security is the most fast food market the basic value, so that the core competitiveness of fast food is not fast , but affordable , is not to say that the value of QSC-V (V) in the last row. In fact, McDonalds got a shot in 1948 because they sold 30 cent burgers for 15 cents, and Burger Kings success was due to its value for money. The above information shows that the fast food is indeed very low in western countries, the data also shows that in the western fast food Chinese, because the gap between the level of economic development (the reason may have strategic intent), actually has violated the basic