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The Research on the Brand Extension of the Historical Restaurant Brand

Author: LiZuoZuo
Tutor: SunYaoWu
School: Hunan University
Course: Business Administration
Keywords: Historical brand enterprise Historical restaurant brand Extensionstrategy decision-making model Quanjude
CLC: F274
Type: Master's thesis
Year: 2013
Downloads: 159
Quote: 0
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Abstract


The historical brand enterprise in China has experienced a long period ofdevelopment. Not only do they have a long history, but also has a high reputationand high cultural value, forming a high brand value. However, the historical brandenterprises in China as a whole is facing a serious crisis of survival, and thegeneration of this crisis is the market changing environmental conditions, but alsocaused by the historical brand enterprise’s own reasons. Therefore, in the face of thechallenges, the enterprise of the historical brand urgently needs to look for the waysand means that can effectively promote their own development. In this paper, the oldbusiness has a strong representative of the old catering business, for example,extending the brand value of the old, and I hope from the perspective of brandextension to provide a reference. Brand extension is accompanied by brand strategyera of the emergence of a new management concept, and thus a wide range ofindustries and enterprises to adopt and got rapid development. Unique because theold and famous enterprises suitable for carrying out the inherent advantages of brandextension, and enterprises to fully explore and take advantage of historical corporatebrand on the basis of up to design and conduct brand extension is necessary andfeasible.In this paper, the old business has a strong representative of the dining old andfamous enterprises, for example, extending the brand value of the historicalenterprises, old development from the perspective of brand extension to provide areference. Firstly, in this paper, the relevant research literature on brand extension ofthe sort, recalling the brand value theory, the theory of brand strategy and the valueof old brand extension of the development of the related research. Then, extend thedriving force of China’s catering old corporate brand, model, influencing factorsanalysis, the composition and measure brand value and brand extensiondecision-making methods are discussed. Through analysis, we can see that brandextension can improve the visibility and reputation of the old and famous enterprises,activate the old; but should also carry out an in-depth analysis of factors affectinglong-established brand extension. This paper combined with our catering old andfamous enterprises Quanjude brand extension of practice, analysis of the old brandextension decision-making mode selection method with fuzzy math theory and AHPmethod, an attempt to put forward our old corporate brand extension of the implementation of the strategy, in order to guide the practice.Studies have shown that the body features and advantages of the historicalbrands, you can find historical brand enterprises have a high social and high culturalvalue, but also has a high reputation, reputation and high customer loyalty due tomarket value that the formation of a higher brand value. These are the historicalbrand enterprises in the capital of the brand extension, the choice of the brand modelusing the fuzzy mathematical theory and AHP method can help enterprises to solvethis complex problem on the historical brand. On this basis, this paper puts forwardthe corresponding management recommendations。

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CLC: > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management
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