| China is a huge food and beverage market, which has attracted a growing number of western fast-food enterprises to enter. But there is no influential fast-food brand in the international community. The establishment of well-known brands involves specializing brand management and building brand equity. And thus, empirical researches on the influence paths and utilities between marketing strategy mix and dimensions of brand equity in China's markets will have a profound significance on building Chinese fast-food brands with great competitiveness internationally.In this paper, based on a large number of related literatures, which are about customer-based brand equity, determined the dimensions of brand equity in the fast-food industry, and build the dimensional model of fast-food brand equity, it indicates that brand awareness, perceived quality, brand associations, perceived value, brand loyalty and the total brand equity are positively related; And then it studies the formation mechanism of different dimensions of brand equity theoretically. Next it hypothesizes the model of marketing mix elements and dimensions of brand equity for fast-food brands, and has a demonstration of the model. This paper applies the representative of western-style fast-food McDonald's and KFC for the study, design the corresponding questionnaire and carry out the research, do the statistical analysis by recovering the effective questionnaires, and study on fast-food brand marketing strategy mix that has impact on the dimensions of brand equity. In the end, the paper points out the achievements and limitations of the study, expecting to provide realistic support for actual marketing practices and to set an example for further research. Hope that the results of research in this paper can help the Chinese fast-food brands make comprehensive use of marketing strategies to enhance brand equity, and build Chinese fast-food brands with great competitiveness internationally. |
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