“衡东土菜”品牌发展战略研究-工商管理专业论文.docxVIP

万方数据 万方数据 “衡东土菜”品牌发展战略研究 摘 要 改革开放以来，我国经济突飞猛进，居民的人均可支配收入已经 不仅仅满足于解决温饱问题，而更多的追求“绿色、健康、优质”的 现代化生活。这种时代需求为衡东土菜的发展创造了许多机遇和挑 战。衡东土菜品牌已经推广至国内大大小小十多个城市，但品牌创新 相对滞后。展望我国社会主义现代化建设的宏伟目标，优化衡东土菜 品牌发展战略是实现以“餐饮消费带动经济发展”的必然举措。 本研究首先是基于大量关于区域品牌以及消费者认可度调查的 文献综述的理论基础上，对国内外区域品牌发展的研究进行综合分 析。通过对衡东土菜发展的历史渊源、地理优势以及产业现状进行阐 述，发现衡东土菜的产业发展体制、营销策略、土菜配送体系、人力 资源体系都存在有待完善之处。其次，结合衡东土菜的发展现状，从 影响顾客认可度的菜品性价比、服务质量、餐厅舒适度、品牌信誉四 个因素对土菜行业的消费者、基层工作人员、管理者进行调查，得出 衡东土菜行业品牌发展意识淡薄、菜品缺乏创新、就餐环境有待优化、 服务质量欠佳等问题。最后针对衡东土菜品牌发展面临的优势、机会、 劣势、威胁，运用 SWOT 分析法对衡东土菜品牌发展战略进行了优 化，提出了创建“菜品新颖、服务优质、环境优雅、品牌优良”衡东 土菜馆的具体措施。此外，在对“衡东土菜”品牌战略设计后，对于 怎样实现战略发展方案提出政府要从政策、标准体系以及规划布局方 面制定保障性方案。 I 关键词：区域品牌； 衡东土菜； 发展战略； II A STUDY ON THE DEVELOPMENT STRATEGY OF HENG DONG LOCAL RESTAURANT ABSTRACT Since reforming and opening up，the per capita disposable income of residents caters not only for solving the problem of food and clothing， but also for modern life which is green， healthy and of high quality because China’s economy is growing rapidly. This kind of demand creates a lot of opportunities and challenges for the Heng Dong soil food. The brand of Heng Dong soil food has been extended to more than 10 cities， but the brand innovation is relatively backward. In viewing of the grand goal of socialist modernization construction in China， optimizing the brand development strategy of Heng Dong soil food is the necessary measure to promote food consumption to drive economic development. Firstly， based on the study of a large number of articles related to regional brands and the survey of consumer recognition， this paper analyzes the development of regional brand all over the world comprehensively. After carrying on the elaboration of the development of Heng Dong soil food through historical source， geographical advantages and the industry status， it’s found that the development system， marketing strategy， soil food distribution system， human resources system are need to be improved. Secondly， combining with the status of Heng Dong soil food developmen