A Research On Brand Competitiveness Evaluation Of Zhengongfu Chain Snack Trading

In terms of importance of enterprises brand competitiveness, World-renownedmanagement Peter F.Drucker once said:” The organizations of21centuries have tocount on brand competitiveness, or they have nothing beyond that.” Therefore, brandcompetitiveness enhancing becomes the most efficient way to strengthen theenterprise comprehensive competitiveness.After20years development, the model of enterprises competitiveness of localfast food industry is changing from low level of product competitiveness to high levelof brand competitiveness in the pace of consumer demand for fast food. By virtue ofmature and experienced brand management for several decades, the overseas fast foodbrands occupied the fast food market in China in a short time. In order to take marketshare, the local fast food industry has to implement the brand strategy. The successfuloperation and management of enterprise brand is becoming a significant means ofestablishment of a long-term competitiveness advantage for fast food enterprises. Nodoubt, the local fast food enterprises have to put a high value of management ofenterprises brand competitiveness. Therefore, how to promote the enterprises brandcompetitiveness? It is also an important issue to every enterprise nowadays.This article selects a typical representative of the fast food industry inChina—ZGF Fast Food Chain Enterprise as the research object, it makes an intensiveand comprehensive study in terms of brand competitiveness, it builds the model ofZGF brand competitiveness and evaluation index system, it combines the analysis ofinfluence factors for ZGF brand competitiveness. This article evaluates advantagesand disadvantages of brand competitiveness via theoretical research and data analysis,it intends to provide references for management decision of ZGF Fast Food ChainEnterprises and send suggestions for brand competitiveness enhancing.