|
\Compare domestic and international franchise system in which position in the market competition , however , will find the franchise in China , whether it is the market value of the franchise system , internal management or external conditions , compared with the level of international norms has considerable gap brand image has not yet formed , and the lack of core competitiveness of the franchise system . Franchise in Western countries , are generally the first to establish the brand before developing the concession , while the brand strategy in China has just started , most of the companies yet to be established image , even if there are not mature . The paper first reviews the literature of the brand strategy , followed by analysis of franchise development course , status quo and development trend of the problems , and then pointed out the significance of franchise brand strategy . This article focuses on the fourth part of the franchise brand strategy building, the Chapter of the domestic and international the mature brand strategy theory to the franchise brand building , mainly from the brand positioning , brand CIS planning and design , brand disseminating promotion , brand culture , brand equity management system analysis .
|