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A Comparative Research on the Brand Image of Chinese and Foreign Fast Food Chain Enterprises

Author: CaoZuoZuo
Tutor: JiaJianZhong
School: South China University of Technology
Course: Business management
Keywords: Fast Food Chain Enterprises Enterprise Brand Brand Image
CLC: F719.3
Type: Master's thesis
Year: 2011
Downloads: 565
Quote: 0
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Abstract


Facing the fully potential Chinese fast-food market, China has been the most competitively fierce focus for the Chinese domestic fast-food companys and the foreign ones. However, it is seen that the developments of Chinese and foreign fast are not at the same level. To be more specific, Chinese fast-food chain still lags behind the development of foreign enterprises. In the fast food industry, now it should be focused on not only the quick food providing, but also the efforts of the direction to shape the brand. Among the fast-food brands in the China market, McDonald’s, KFC and some foreign fast-food brands are still the best known and the most popular in the market. With the opportunities and challenges of the world’s fast-food industry, the development of Chinese fast-food enterprises has gradually become the focus of academics attentions.With the brand image increasingly being applied to a wide range of management practices in brand strategy, it is also increasingly becoming a hot spot of researches in the brand management field. Brand image has a crucial core function for creating an advantageous brand, fast-food chain enterprises, by building a distinctive corporate brand image, can enhance brand affinity and let more consumers make consensus on the business philosophy and corporate culture.There is a academically big dispute about the brand image’s composing integrants and the way to measure them. Despite this, several main viewpoints have already been formed, and some results have benn obtained by conducting some more thorough researches in the related field. However, the researches of brand image in the field of the services enterprises, especially for the fast food chain enterprises are few. Reffering to the previous related research’s achievement and basing on the Biel Model, we design the questionary and do the pre-study. And the appropriate adjustments and modifications are made to the measurement sheet according to results of the measurement of pre-study and the measurement on the brand image of fast food chain enterprises is put forward.From the three sub-images of the brand including the corporate image, user image, product service image, this research is, to study the foreign fast-food chain enterprises including McDonald’s, KFC and Chinese fast food brand pasta Wang, Kung Fu by comparisons between them and to use the empirical study method to find differences. On these study-resulted basis, it is found that there are some shortcomings existing in the Chinese fast food chain’s brand image by forming the views towards brand image and analyzing the brand strategies of KFC and McDonald’s. Consequently, effectively theoretical strategic guidance is provided for the Chinese fast-food chain brand to shape the brand image.

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