Catering Enterprises In China Brand Competitiveness Research

With the internationalization of market, business service industry plays a more andmore important part in national economy. As one of the main traditional business serviceindustry, catering industry has a long history and is an important branch in the consumermarket. Catering market competition will shift from price competition and qualitycompetition to the time of total brand competition and cultural competition under anopening economy and brand competition condition. It is the inevitable trend that brandmanagement and consumers are more and more concerned about brand and in a scientificand rational attitude in choosing. Nowadays, catering industry still has not put out ahigh-profile and competitive brand facing the abroad competitions of well known brandsyet. So there are both theoretical meaning and practical significance in researching thisissue. Our catering brand must enhance brand competitiveness through differentiatedbrand positioning, clear brand image and brand awareness, reputation and loyalty.Depending on the famous brand to build competitiveness, open up and occupation ofmarkets.First of all, this paper reviews theories of brand and brand competitiveness both indomestic and abroad, defines brand and brand competitiveness as a scientific conceptbased on the present available theory achievements. Then the paper analyses cateringmarket trends and new features under the brand economic background, outlines conceptof brand system and brand competitiveness of catering industry. Third, the paper analysesof the sources of brand competitiveness, and tries to set up brand competitiveness ofcatering industry model based on four dimensions through consumer perception of thebrand: brand culture, brand position, brand innovation and brand communication. Afterthat, this paper focuses on carrying on empirical research through market research anddata analysis. The influence degrees of the main factors of brand competitiveness ofcatering industry were quantitatively analyzed by factor analysis method. Lastly thispaper puts forward some countermeasures in improving brand competitiveness of cateringindustry, discusses the problem from three perspectives: brand position, brand culture,brand integrated communications and brand innovation.