The Brand Image Research On Chinese Fast Food

The relative lack of consciousness in brand image,making China is difficult tostep out of the country and into the world. Chinese fast food should pay attention tothe value of the brand image,and also should set up the unique brand image, making adifferent way to the better development. After the literature review, at the same time,Based on the four main dimensions of brand image-building, the writer did a researchon the customers’ fast food consumption behavior in some typical face-to-facerestaurants in Changchun, also gave a reasonable analysis of sociology for such aneconomic phenomenon. and the specific research are as follows: based on relatedliterature reviews, the writer defined the concepts of this study: brand image, fastfood, etc. In my view, brand image can be divided into four main dimensions, such asenterprise image, product image, consumer experience image, and media image. Andrespectively each child dimension also include some aspects, then further operationinto observable concrete variables is needed.so I designed the questionnaires,conducted the research on brand image of the face-to–face fast food in Changchun.The investigation shows customers generally give a high opinion of the brand"face to face".That is to say, overall satisfaction is high, but the son dimensions ofbrand image do exist some factors affecting consumers.these can be seen though thespecific performance in statistical distribution percentages in every child dimension.However, most customers especially "important customers"(their consumption ismore than other customers) almost do not be affected, they still choose thebrand.Why? Puzzled by this phenomenon, the writer launched a more in-depthresearch. After many field interviews, I got the answer:the customers of the face-to-face fast food restaurants enjoy the pleasure of the good communication; thingshappens in consumption field applying to the theory of social exchange, the mutual influence and interaction of child dimensions among the functions and the roles.Under the action of various factors, the customers ultimately still choose to patronize"face to face" fast food.In addition, through the study, the author also found that the customer’s publicreputation makes up for the lack of the heavy advertisement of media image,to acertain extent, maintaining the whole system of brand image to operate, playing agood functional substitute. And the survey answered my question. The brand image of"face-to-face" is not perfect, but it still get plenty of customers and win their praises.Finally, the writer point out, the face-to-face fast food in the city of Changchun,usinga unique brand image-building mode, providing beneficial references on thebuilding of the brand image for Chinese fast food.its success can be learned and alsoit should pay attention to its next step in Brand image promotion in order to attainfurther development.