Rearch On The Brand Marketing Strategy Of Chinese Fast Foods

Since 1990s, with China's socialist market economic system continuously developed and perfected, the Chinese-fast-food industry had developed rapidly. It has emerged in a large number of modern Chinese-fast-food enterprises. However, most of them are not good at the independent innovation and the brand concentration. Also they aren't aware of the importance of brand image and brand promotion, and the investment is insufficiently, so that there is no strong brand barrier, which leads to Chinese-fast-food enterprises are inferior in the brand competition with the Western fast foods.On the basis of summarizing the research on Chinese-fast -food brands in international and domestic academic circles, through the comparison of the development between Western fast foods and Chinese fast foods, theis paper finds out the gap of Chinese fast foods. It applies the SWOT-PEST analysis model to analyzing their internal and external competitive environment and their strengths, weaknesses, opportunities and threats, which offers theoretical and practical basis for the brand marketing strategy of Chinese fast foods.Based on the analysis, through theoretical analysis and practical investigation, the paper proposes the brand marketing strategy of Chinese fast foods, such as brand positioning strategy, brand extension strategy, brand culture marketing strategy, brand innovation strategy and brand international strategy etc. At last, it refers to the Malan Noodle Fast-food Chain Limited Liability Company as a case study, carrying on a substantial evidence to the standpoints and giving some advice to Chinese-fast-food enterprises.