本文選題：慶豐包子鋪 + 中式快餐品牌��； 參考：《對(duì)外經(jīng)貿(mào)實(shí)務(wù)》2017年08期

【摘要】：慶豐包子鋪在北京餐飲老字號(hào)中屬于后來出現(xiàn)的中式快餐,由于一直默默堅(jiān)守品質(zhì)經(jīng)營,近年來適時(shí)把握發(fā)展契機(jī)開展品牌創(chuàng)新經(jīng)營,口碑突出,"字號(hào)"相傳,逐步成為全國快餐知名品牌。本文簡要回顧了慶豐包子鋪的發(fā)展歷程,從品牌標(biāo)識(shí)、理念、定位、菜品和服務(wù)創(chuàng)新、信息化標(biāo)準(zhǔn)化建設(shè)及品牌傳播等方面闡述"慶豐包子鋪"的品牌經(jīng)營創(chuàng)新舉措,為快餐類"字號(hào)"及中式快餐品牌開展品牌創(chuàng)新經(jīng)營提出建議。
[Abstract]:Qingfeng Baozi Shop is a kind of Chinese fast food that appeared later in the old Beijing restaurant. Because it has been holding fast to the quality management silently, in recent years, it has grasped the opportunity of development to carry out the brand innovation management, the word of mouth stands out, "the name" is passed down. Gradually become a national famous fast food brand. This paper briefly reviews the development course of Qingfeng Baotsui Shop, and expounds the brand management innovation measures of Qingfeng Baotsui Shop from the aspects of brand logo, concept, positioning, food and service innovation, information standardization construction and brand communication, etc. Suggestions are put forward for brand innovation of fast food brand and Chinese fast food brand.
【作者單位】： 北京工商大學(xué);
【基金】：國家社會(huì)科學(xué)基金項(xiàng)目:中國品牌跨文化傳播戰(zhàn)略研(No.12BXW038) 北京市哲學(xué)社會(huì)科學(xué)規(guī)劃重點(diǎn)項(xiàng)目:北京“老字號(hào)”品牌營銷創(chuàng)新案例研究(No.13JDJGA019) 北京市自然科學(xué)基金項(xiàng)目:“互聯(lián)網(wǎng)環(huán)境下基于共享經(jīng)濟(jì)的北京市現(xiàn)代服務(wù)業(yè)創(chuàng)新模式研究”(No.9172007)
【分類號(hào)】：F719.3

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本文編號(hào)：1869518