The Study Of Brand Image Building On Chinese Fast Food Chain Enterprises

Since the reform and opening up, along with the vigorous development of the catering industry, Chinese fast food enterprise has experienced rapid growth for more than twenty years, has become one of the important dining way of residents in china. Through the chain continually expanding the scale, Chinese fast food enterprises have the ability to compete against Western fast food giants. Although Chinese fast food has Heaven’s favorable weather, Earth’s advantageous terrain and human unity in the competition, when competing with Western fast food enterprises, Chinese fast food enterprises are still in an inferior position. The reason is that Western fast food enterprises there is a huge competitive advantage of brand image. Brand image is the core competitiveness of corporate brand equity, and also is the intangible assets of the enterprise.Guided by the related theory of management, this study selected the largest fast food chain enterprises in China "Kungfu cooperation" as the research object, to conduct the thorough research to the fast food enterprises, systematically analyzes the influential elements of the fast food enterprise brand image. Correlation and regression analysis was carried out by135valid questionnaires on recycling, the researcher concluded: impact factor fast food enterprise brand image includes six dimensions, according to its influence degree from high to low product image, service image, store image, social image, staff image, and performance image. This study attempts to "Kungfu cooperation" as the perspective of China’s brand management of the fast food industry, providing a useful theoretical guidance and practical example for in the fierce market competition of Chinese fast food enterprises.