Research On The Constituent Elements And Evaluation Of The Brand Image For The Chinese Fast Food Enterprise

With the vigorous development of China’s catering industry,Competition betweenCatering enterprises The competition has grown from simple products competition, servicescompetition transition to brand competition, various competitive entities are undertremendous competitive pressures.The brand image is the core of the corporate brand equity,An enterprise must first clear brand image elements to be successful in shaping their ownbrand image,elements of the brand image but also because of the specific industry is different,so in-depth analysis of brand image and its constituent elements gradually become the field ofacademia and practice is generally the focus of attention.This paper take business management theory as a guide and Chinese fast food enterprisesas object, in-depth research on the basis of the fast food companies, systematic analysis of theconstituent elements of the brand image of the Chinese fast food enterprises.Firstly, reviewthe research on domestic and international brand image elements, and methods of assessmenttheory；Secondly,described the current development of Chinese fast food enterprises in Chinaand related issues to brand image;Again proposed thesis research model and hypotheses fromthe consumer perspective,design a suitable questionnaire and the measurement scale for thebrand image of the Chinese fast food enterprises，According to questionnaire data using SPSSfor statistical description of test of the reliability and validity, correlation analysis andregression analysis hypothesis testing and results analysis; Finally, measured and analyzed theoverall level of the Chinese fast food brand image, according to the empirical analysis of theresults，Combine the characteristics of the Chinese fast food enterprises, put forward specificmeasures of the brand image of Chinese fast food enterprises.The first part is the Introduction, briefly descript the study background,purpose andmeaning, domestic and foreign related literature review and the research methods, mainlyreviewed the progress and possible innovations of this study.Part two is to do an overview ofthe brand and brand image, discusses the stages of development of the brand image, related tothe conceptual model, brand image recognition system and brand image measurement method.Part three first analyzed the development process and development Status of Chinese fast foodenterprises, and then presents the main problems of the Chinese fast food enterprises in terms of brand image as well as the need to enhance the brand image of the Chinese fast foodenterprises.Then presents the main problems of the Chinese fast food enterprises in terms ofbrand image as well as the need to enhance the image of Chinese fast food brand.Part four isthe empirical analysis for Chinese fast food brand image.First proposed a theoretical model ofthe study,the constituent elements of the Chinese fast food brand image is divided into sixdimensions, namely, product image, store image, staff image, service image, performanceimage and social image.and build the various elements of the measurement scale, The use ofempirical research, select Xi’an Chinese fast-food restaurants consumers object to the actualsurvey, to collect large amounts of raw data, using the spss statistical software to dodescriptive statistical，correlation and regression analysis,on the proposed research hypothesesand then evaluation of the brand image of the Chinese fast food enterprises in Xi’an.Part fiveput forward the specific, targeted, practical countermeasures and suggestions to enhance thecorporate brand image for the managers of the Chinese fast food enterprises.Provides aneffective way to enhance the brand image of the Chinese fast-food restaurants.The end of the paper summarizes defects and shortcomings of this study and proposedfuture research directions.