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Study On The Brand Strategy Of Mongolian Meal Industry In Hohhot

Posted on:2009-02-10Degree:MasterType:Thesis
Country:ChinaCandidate:Y Q ChenFull Text:PDF
GTID:2189360245951809Subject:Chinese Minority economy
Abstract/Summary:PDF Full Text Request
The thesis makes a specific analysis in the brand construction and management of Mongolian meal industry in Hohhot according to relative theories and actual investigation. The aim is expected to assist solving some practical problems. The first part introduces the background Mongolian meal industry in Hohhot. It mainly includes the concept and the development of Mongolian meal industry in Hohhot, the relationship between Mongolian traditional food culture and Mongolian meal industry, some problems in the brand management. The second part makes a research in the market survey and target market of Mongolian meal industry in Hohhot. Market survey is very important to establish a suitable brand strategy. Through market survey, a company can learn the general information of the present customer groups of the old brand, re-select the target market according to the market segmentation and adopt the proper policy for market coverage. The third part analyses the market positioning of the Mongolian meal restaurants. It includes two levels of brand positioning---the brand of Mongolian meal company and Mongolian meal restaurant. A company may keep the brand positioning of "Clean and Healthy" .A restaurant should set their respective brand positioning according to their own features, advantages and historical trails. Finally, the thesis studies the relevant brand strategies of Mongolian meal Mongolian meal restaurants. This part mainly expounds the name selection and trade-mark designing,the relationship of brand between the company and the subordinate restaurant, the multi-brand strategy, the strategies of advertisement and public relations, the innovation of restaurant.
Keywords/Search Tags:Hohhot, Mongolian traditional food culture, Mongolian meal industry, Mongolian restaurant, brand strategy
PDF Full Text Request
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