中式快餐在歐洲市場的品牌經營探討.pdf

1、華中科技大學碩士學位論文中式快餐在歐洲市場的品牌經營探討姓名：程潔申請學位級別：碩士專業(yè)：廣告與公關指導教師：余明陽2011-05-27華 中 科 技 大 學 碩 士 學 位 論 文華 中 科 技 大 學 碩 士 學 位 論 文IIAbstract In Europe, Chinese food is the Top3 and where there is a Chinese, there is a Chinese restaurant

2、. Running Chinese restaurant becomes a pillar industry for overseas Chinese. Although the European Chinese fast food has broad space for development, Chinese fast food in Europe is in trouble for some reasons. In the 197

3、0s, Chinese fast food experienced its great prosperity time. But in the past decade, problems appeared increasingly, Chinese fast food’s development lagging far behind the western fast-food brand. Now, the restaurant bra

4、nd competition in Europe catering market is sharply, the countermeasures to solve this problem are to conduct brand creation, expand enterprise force through the brand symbol design and brand communication; pay full atte

5、ntion on brand product operation to upgrading enterprise’s operation condition; exchange the family business to brand chain operating model. Based on the above three aspects, there is the conclusion—Chinese fast food com

6、es to brand operation period. Firstly, this research analyses the whole situation of Europe catering market, concretely including the system analysis of European fast food industry, Europe fast food industry's overal

7、l development situation and the eating habits and preferences of Europeans; Then, the research focuses on the development of Chinese food in European market, using SWOT strategic model to analyze the prospect of Chinese

8、fast food brand in the European market, and draw the transformation countermeasures of Chinese fast food – brand operation; Next, it analyzes the specific brand operation methods for the Chinese fast food in detail, from

9、 the following three aspects: brand symbol design and communication, brand product operation and brand chain. Finally, this research adopts case analysis method, describing the outstanding Chinese fast food brand “Panda