Research On Catering Brand Location Based On Attribute Perspective

Catering industry is basic industry of national economic, as “eight national regulation” and restriction on consumption getting embarrassing, high-ended catering has been badly battered. Closing down, transformation and upgrading, exiting catering market become the best choice for catering enterprises. However, they ignore the core problem,it’s brand positioning that leads these fragile circumstances. At the same time, China catering industry has a wide prospect in the future development. It’s easy for entrepreneur to enter.Both for catering industry transformation and entrepreneur, how to choose the right brand position perspective become an urgent problem. First of all, based on the research of positioning strategy and positioning theory, we find experts focuses the perspective on attribute positioning, interest positioning, value positioning. Attribute positioning is the foundation and it concentrate on product itself. Secondly, combine with current catering positioning and consumer value demands, attribute positioning can meet consumer demands, and it’s scientific perspective for catering industry, and conform to the request for businesses and consumers. Again, by using attribute classification refined catering main orientation elements: ingredients, price, service, processing, dishes, dining environment, personalization, dining way. Finally, by ten brand positioning of Dachang Group, verifying the rationality of attribute positioning, and provide reference for weak brand.Through the theoretical research and the analysis of current status, attribute positioning meet the demand of catering positioning, it’s scientific perspective for catering positioning. Based on attribute perspective, catering brand positioning can conformance to requirement of consumer and industry development. In the further research, we can analysis the element of different stages of enterprise.