Research Of Strategy On Strong Brand Setup Of China's Fast-food Enterprises

Fast-food industry is not only an important part of the catering industry, but also with the consumer's daily life. China's fast-food industry began in the reform and opening up period, had already experienced 20 years. Today, China already had a lot of fast food enterprises, their development are significant. But China's fast-food enterprises'overall profits are still at a relatively low level, the scale is still difficult to expand and competition with foreign companies has been at a disadvantage. There are many factors contributing to this situation, not only technical aspects, but marketing. One of the important reasons is the lack of a strong brand. Today, the brand goes beyond the traditional limits and become the new value of the enterprise source. Setup strong brand to China's fast-food enterprises can enhance there competitiveness and profit. To improve the vitality of enterprises, strong brand is also very necessary. China's fast-food enterprises are how to setup strong brand, has always been an issue worthy of discussion.This study is divided into three parts. The first part is the basic development situation of China's fast-food enterprises, discussed the development of China's fast-food enterprises, and analyzed the basic situation and the environment. The second part discusses the necessary to setup strong brand and pointed out the main issues of China's fast-food enterprises in brand building. The third part is the focus of the article, in which part of the use of brand setup and management basic theory, combined with the actual situation of China's fast-food enterprises, from the choice of brand elements, brand positioning, product strategy of brand setup, price strategy of brand setup, place strategy of brand setup, integrated marketing strategy of brand setup, put forward strategies on strong brand setup of China's fast-food enterprises.