本文選題：呼和浩特市 + 蒙古族傳統(tǒng)飲食文化��； 參考：《內(nèi)蒙古師范大學(xué)》2008年碩士論文

【摘要】： 本文通過(guò)對(duì)呼和浩特市蒙餐店品牌建設(shè)和管理的情況分析(針對(duì)幾家大型蒙餐店進(jìn)行實(shí)地調(diào)查),根據(jù)所學(xué)的理論知識(shí)和實(shí)地調(diào)查結(jié)果,對(duì)呼和浩特市蒙餐店的品牌戰(zhàn)略作了初步的研究和探討,力求為解決實(shí)際問(wèn)題提供一定的借鑒和幫助。本文首先介紹了呼和浩特市蒙餐飲業(yè)的基本情況,主要包括蒙古族餐飲業(yè)(簡(jiǎn)稱蒙餐業(yè))的概念界定及特點(diǎn)、呼和浩特市蒙餐業(yè)發(fā)展現(xiàn)狀、蒙古族傳統(tǒng)飲食文化與蒙餐業(yè)之間的關(guān)系和蒙餐業(yè)在品牌管理方面存在的主要問(wèn)題。其次,進(jìn)行了呼和浩特市蒙餐店的品牌目標(biāo)市場(chǎng)研究。蒙餐店制定符合自身實(shí)際的品牌戰(zhàn)略,重要的開端就是市場(chǎng)調(diào)研。通過(guò)市場(chǎng)調(diào)查,了解當(dāng)前顧客群體的基本情況,在市場(chǎng)細(xì)分的基礎(chǔ)上,重新選擇目標(biāo)市場(chǎng),并采取適當(dāng)?shù)氖袌?chǎng)覆蓋策略。第三,進(jìn)行了呼和浩特市蒙餐店品牌的市場(chǎng)定位研究。主要包括蒙餐店經(jīng)營(yíng)公司和所屬各蒙餐店兩個(gè)層面的品牌定位。根據(jù)品牌定位理論,在公司層面可以繼續(xù)堅(jiān)持“天然綠色、營(yíng)養(yǎng)健康”的品牌定位,所屬各蒙餐店要從各自特色、優(yōu)勢(shì)和歷史出發(fā),確定不同的品牌定位。最后,進(jìn)行了蒙餐店品牌相關(guān)策略研究。主要闡述名稱的選擇和標(biāo)識(shí)的設(shè)計(jì)、公司品牌與所屬蒙餐店品牌的關(guān)系、公司的多品牌策略、蒙餐店品牌的廣告和公關(guān)策略、蒙餐店的品牌創(chuàng)新等品牌策略問(wèn)題。
[Abstract]:Based on the analysis of brand construction and management of Mongolian restaurant in Hohhot, this paper makes a field investigation on several large Mongolian food stores, and according to the theoretical knowledge and field investigation results, This paper makes a preliminary study and discussion on the brand strategy of Mongolian restaurant in Hohhot, and tries to provide some reference and help for solving practical problems. This paper first introduces the basic situation of Mongolian food industry in Hohhot, including the definition and characteristics of Mongolian food industry, and the present situation of Mongolian food industry in Hohhot. The relationship between Mongolian traditional food culture and Mongolian food industry and the main problems in brand management of Mongolian food industry. Secondly, the brand target market of Mongolian restaurant in Hohhot is studied. Mongolian restaurant to develop a brand strategy in line with their own reality, an important start is market research. Through market research, we can find out the basic situation of current customer group, select target market again on the basis of market segmentation, and adopt appropriate market coverage strategy. Thirdly, the market orientation of Mongolian restaurant brand in Hohhot is studied. Mainly including Mongolian restaurant management company and affiliated Mongolian restaurant two levels of brand positioning. According to the brand positioning theory, we can continue to adhere to the brand positioning of "natural green, nutritious and healthy" at the company level. Each Mongolian restaurant should determine different brand positioning from its own characteristics, advantages and history. Finally, the research on the brand related strategy of Mongolian restaurant is carried out. This paper mainly expounds the choice of name and the design of logo, the relationship between the company brand and its Mongolian restaurant brand, the multi-brand strategy of the company, the advertising and public relations strategy of the Mongolian restaurant brand, the brand innovation of Mongolian restaurant, and so on.
【學(xué)位授予單位】：內(nèi)蒙古師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F719

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本文編號(hào)：1910099