發(fā)布時(shí)間：2019-04-13 14:28

【摘要】： 中國有著悠久的飲食文化,是一個(gè)以“食”而著稱的國家。改革開放帶來的經(jīng)濟(jì)迅速騰飛,城鄉(xiāng)居民收入的穩(wěn)步增長和旅游、商務(wù)的蓬勃發(fā)展為餐飲業(yè)的持續(xù)興旺提供了強(qiáng)大的經(jīng)濟(jì)基礎(chǔ)和市場基礎(chǔ),尤其是人們生活水平的提高,生活節(jié)奏的加快,快餐這一餐飲業(yè)態(tài)發(fā)展的更為迅速,有了更強(qiáng)的生命力和延伸性,成為我國居民最為主要的就餐方式之一。然而,縱觀中國現(xiàn)代快餐業(yè)市場,中式快餐和西式快餐的發(fā)展并不平衡,在中西快餐之爭中,中式快餐雖占盡天時(shí)、地利、人和,卻一直處于被動(dòng)落后地位,中式快餐的發(fā)展遠(yuǎn)遠(yuǎn)落后于西式快餐,原因何在?中式快餐怎樣在競爭中塑造和煉就金剛之身,立于不敗之地,成就一番事業(yè)是每一位中式快餐經(jīng)營者都在思考的問題。本文采用對比法、案例法、數(shù)據(jù)法、市場抽樣調(diào)查法等方法研究了中式快餐發(fā)展現(xiàn)狀及存在問題,對中西式快餐的差異進(jìn)行了對比分析,運(yùn)用品牌理論,從品牌意識(shí)、品牌定位、品牌個(gè)性、品牌傳播、品牌連鎖經(jīng)營、品牌延伸、品牌危機(jī)管理七方面進(jìn)行了分析闡述,提出了要塑造現(xiàn)代中式快餐業(yè)品牌的對策及建議,以促進(jìn)與西式快餐同臺(tái)競爭的中式快餐的迅速發(fā)展,只要中式快餐在實(shí)踐中嚴(yán)格要求自己,必將不負(fù)眾望,譜寫出明天的輝煌。
[Abstract]:China has a long food culture and is famous for its food. The rapid economic development brought by the reform and opening up, the steady growth of urban and rural residents' income and tourism, and the vigorous development of commerce provide a strong economic foundation and market foundation for the continued prosperity of the catering industry, especially the improvement of people's living standards. With the quickening of the pace of life, the fast food industry has developed more rapidly, with stronger vitality and extensibility, and has become one of the most important ways of dining for the residents of our country. However, throughout the Chinese modern fast food market, the development of Chinese fast food and western fast food is not balanced. In the competition between Chinese and western fast food, Chinese fast food has always been in a passive backward position, although it takes the best advantage of the times, geographical location, human harmony, and so on. The development of Chinese fast food lags far behind western fast food, what is the reason? Chinese fast food how to shape and refine the body in the competition, stand in an invincible position, achieve a career is every Chinese fast food operator is thinking of the problem. In this paper, the comparative method, case method, data method and market sampling method are used to study the current situation and existing problems of the development of Chinese fast food, and the differences between Chinese and western fast food are compared and analyzed. The brand theory is used to analyze the current situation and existing problems in the development of Chinese fast food. Brand positioning, brand personality, brand communication, brand chain operation, brand extension, brand crisis management are analyzed and expounded, and countermeasures and suggestions to shape the brand of modern Chinese fast food industry are put forward. In order to promote the rapid development of Chinese fast food in competition with western fast food, as long as Chinese fast food strictly requires itself in practice, it will meet the expectations of the public and write out the brilliance of tomorrow.
【學(xué)位授予單位】：山西財(cái)經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2006
【分類號】：F719.3

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前3條

1 郁海杰;精益生產(chǎn)思想在中式快餐標(biāo)準(zhǔn)化中的應(yīng)用研究[D];西南交通大學(xué);2012年

2 劉姝;美國市場：中式快餐品牌傳播現(xiàn)狀研究[D];南昌大學(xué);2012年

3 李靜;中式快餐企業(yè)品牌形象構(gòu)成要素與評價(jià)研究[D];西北農(nóng)林科技大學(xué);2012年

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本文編號：2457655