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Study on Promoting Brand Value of Restaurant Industry Traditional Brand in Tianjin

Author: PeiPei
Tutor: BianCuiLan
School: Tianjin University of Finance and Economics
Course: Business management
Keywords: Old restaurant industry Brand Brand value
CLC: F719.3
Type: Master's thesis
Year: 2010
Downloads: 278
Quote: 0
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Abstract


The old Chinese deep commercial culture , contains the conventional wisdom of the Chinese nation and local civil precipitation . The food and beverage industry , tertiary industry , closely related to the quality of life of the citizens . Like other old brands , old brands of the food and beverage industry as to a valuable non-renewable resource , is a precious heritage and wealth of the country and the nation . However , once glorious old are dying at a rate of 5% per annum , the once glorious old receded in danger of losing the tide of ever-changing market , this is undoubtedly the National People do not want to see . Being present in the streets of Tianjin old food and beverage industry , the commercial city added a different kind of unique landscape , because it is accumulated for decades or even centuries strength of the results . Just think , if the old vanish Tianjin restaurant industry , how sad it is , that means a region , a nation 's traditional culture will be completely lost . Articles used questionnaires , documentary research , quantitative analysis of law and seminars access law research . First brand and brand value theory under review with the comb , the survey method for consumers Tianjin restaurant industry old brand awareness , combined with literature data to analyze Tianjin restaurant industry old brand 's development status quo learned Tianjin catering industry, old and famous higher brand awareness , good commercial value and development potential , but it still faces many difficulties , such as brand lack of innovative mechanisms , aging brand , and the brand is not high quality of service has not yet formed , brand loyalty , brand erosion and serious infringement and counterfeit phenomenon as well as a single brand marketing tool. These problems have hindered the development of the Tianjin old restaurant industry , brand value be underestimated for a long time , can not be converted into a strong core competitiveness . The main reason for these problems have weak brand awareness , traditional conservative thought, backward management methods and lack of protection of the Government . The article suggests the old restaurant industry should set up a dedicated brand management agency under the brand concept , formulated to help enhance brand recognition , quality of service , and brand loyalty strategy , innovation management model , called on the help and support of the government to promote the old the preservation and appreciation of the value of the brand .

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CLC: > Economic > Trade and Economic > Domestic Trade and Economic > Services sector > Food and beverage industry
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