湘菜品牌发展存在的问题及对策研究.pdfVIP

该文档是极速PDF编辑器生成， 如果想去掉该提示,请访问并下载： / 湘菜品牌发展存在的问题及对策研究 摘 要： 目前我省虽然知名品牌餐饮企业不少，且有许多有特色、经营状况良好的优秀企业，但 营业额超过亿元的却仍然屈指可数。由于企业在市场占有份额低，因此，很难快速扩展规模，形成 品牌实力， 也难以借助优秀餐饮品牌自身来扩大湘菜的产业化发展。 本文主要是从湘菜的历史， 发 展，品牌，行业现状，存在的问题，竞争对手等方面为对象入手进行研究。文章主要运用了资料收 集法，文献法，观察法，案例研究法，定性分析法等方法对湘菜进行进一步的探索分析。论文主要 围绕湖南餐饮业市场宏观和微观环境的分析， 和湘菜品牌发展的现状及存在的问题， 及湘菜品牌的 发展及对策等方面进行研究。 关键词 ： 湘菜；湘菜品牌；湘菜发展；湘菜问题 ; 对策； Abstract: Although the province is currently a lot of well-known brand catering business, and there are many unique, outstanding enterprises operating in good condition, but turnover of more than billion is still only a handful. As companies in the market share is low, it is difficult to quickly expand the scale of the formation of brand strength, it is difficult with excellent food and beverage brands to expand its industrial development of Hunan. This article is from Hunans history, development, brand, industry status, problems, competitors and other aspects of the object to start research. This paper mainly used the data collection, literature, observation, case study method, qualitative analysis and other methods of analysis of Hunan for further exploration. Thesis around the Hunan restaurant market analysis of macro and micro environment, and Hunan brand development status and problems, and Hunan brand development and strategies in areas such as rese