餐饮企业的品牌建设与国际化.docVIP

餐饮企业的品牌建设与国际化 摘要 品牌建设品牌成为产品的品牌建设品牌将成为品牌价值认知是品牌的核心企业品牌的因素本文方法目的链大学生消费对和两个的价值认知情况进行能对国内相关企业的品牌建设与国际化有所帮助本研究100位受访均来自江苏某大学年龄介于至岁男女比例为1其中50位选择品牌另外50位选择品牌利用阶梯法列出选择在选择餐饮品牌时的若干项要素利用内容分析方法划分为三个层级价格食品用餐环境口感民族品牌品牌口碑亲情朋好友推荐上菜速度用餐服务9项产品属性口感方便支持民族品牌7项结果属性自我满足享受生活归属感自我尊重和谐的人际关系受他人尊重种价值A2--A3-C5A4-C1-V1A6-C-V2A8-C-VA9-C-V2A1价格-C-V1A4-C1-V1A5-C-VA4-C1-V利用关联分别建立两个品牌价值认知的阶层图大学生品牌价值认知情况二者存在差异对于民族餐饮品牌的建设具有的意义 关键字品牌方法目的链内容分析法阶梯访谈价值阶层图Abstract In todays fierce market competition environment the importance of brand building it is self-evident in the growing competition in the market the brand strength will be product marketing results is the direct factor brand construction the urgent degree one can imagine brand value directly becomes the enterprise to participate in market competition force at the core Brand value cognition is not only the core brand definition simultaneously is also the enterprise brand construction and determinant localization This paper will use the means end chain technology investigation and analysis of college students consumer groups to the fried chicken and dumplings two common in daily life and consumption of high frequency two catering brand value cognition more objective and accurate analysis thereby hoping to domestic catering enterprise brand construction and international help in order to facilitate better compete in the market The Institute for the 100 respondents were from a university in Jiangsu between the ages of 20 to 25 years of age the ratio of male to female was 11 among them 50 of respondents choose KFC the other 50 of respondents was brand choice KFCA2 variety of food -C6 various -V1 enjoy the life A3 environment -C5 comfortable A4 taste -C1 taste good -V1 self satisfaction A6 brand reputation -C4 high service quality -V2 enjoy the life A8 speed -C2 fast and convenient -V2 enjoy the life A9 service -C4 high sevice quality -V2 enjoy the life Da Niang dumplingA1 price -C3 cheap -V1 selfsatisfaction A4 taste -C1