Research On The Brand Development Strategy Of Wucai Food In Zhejiang

At present, people's food needs have changed from physiological needs to nutrition & health and leisure.So people's needs for food has entered brand age, which provides oportunity for brand development of Wucai Food. In contrast,although Wucai Food has long history, its brand develops more slowly than other cuisines's at the age of fiece brand competition.The sustainable development of the future city shows that it is imperative to build the brand of Wucai Food.Under the direction of brand theory, brand development of Wucai Food was fully, studied by means of literature,market reseach and comparision etc.First,some related concepts were explained, then connotation & extension of Wucai Food brand were described.And its history, features, impact factors and constituent elements were analyzed. Secondly, based on market reseach for Wucai Food ,the author found that the Food had many merits in natural propety, history, culture and professionals to build its brand. But it still had features of spontaneous spreading, fuzzy positioning and unstableProducts etc.Moreover, the author also found that internal factors (such as dishes, service, surrounding, corporation culture & image and size) and external factors (such as government policy,enterprise management,market resources etc.) had effect on Wucai Food brand development. Finally , five strategies(namely, the strategies of innovation, culture, name brand,marketing and talent) impacting on Wucai Food brand development were put forward. The key point is to improve the quality of Wucai Food and to build corporation brand. While developing specialities, giving cultural connotation to dishes, developing & using local resources and developing traditional skills on cooking should be done to improve the qulity of Wucai Food.In addition, the author also thinks that building all-member marketing mode of trinty including government, corporations and related professions to improve Wucai Food's market share in Shanghai should be done by means of standardization management and chains in catering trade.