A Research On The Band Management Strategy Of Zhengongfu Chain Snack Trading

The thesis aims to give a systematic analysis, through theoretic and demonstration , to the brand management the Chinese style catering trading -Zhengongfu chain snack store, which size is under the rapid development but its brand still unknown by the mass. The conclusions and evidences are all based on lots of academic books in this field.The paper firstly shows us how the brand of Zhengongfu is developed . As the initial stage, its original brand-168 has determined its own conceptions of operation; As the developing stage, the second brand-Shuangzhongzi has distinguished its main specialty; As the mature stage, the brand Zhengongfu has established its developing strategy of Big China Area. The three reforms can be taken as the three milestones of the cooperation. Therefore, we can say, without the exploration of 168 and the further development of Shuangzhongzi, the cooperation of Zhengongfu is not likely to have today's achievements of multinational operation model.Moreover, a comparison is made between Mc. Donald and Kentucky in their valuable experiences of brand management, standard operation, effective controlling of the supply chains, and the cultural marketing strategy . Besides, A analysis about the successful experiences of the Philippine' Happy Bee is given . That is, Taste is No. 1 on the standard basis.Having surveyed the current situation of Zhengongfu brand management, with the guidance of chain marketing and brand management theories, the writer puts forward with the positive proposals for its further development which involves: improve the enterprises' supply chains, perfect the standard operation system, strengthen the construction of brand culture, promote the intimation of the brand, meet the requirement of the market, increase the creation ability of the product, use mass media to obtain continual competition, reinforce the construction of the brand on the internet and establish a set of complete human resource management system.The thesis attempts to take the brand management of Zhengongfu as a typical case to give insight into all the Chinese style chain catering trading, and then, provide academic guidance and a sample for this industry which is now under severe competition both in domestic and international background, thus to stimulate its further rapid development.