The Analysis Of Institutional Factors For The Co-branding To Food And Beverage Industry

Nowadays, with the continuous deepening of reform and the process of economicglobalization, the catering industry is playing an increasingly important role in theindustrial structure and people’s life. Catering industry brand also is facing the hugechallenge in the continuous achievement at the same time. With the break down tradebarriers and competition intensifies, more and more food and beverage industryenterprises or organizations co brand, competition, and break out of joint marketing and aseries of brand strategy. There are generality as personality, common contains personalitylike. Catering industry brand joint factors in by the traditional idea influence at the sametime, also has its unique. The catering industry is more important than the consumerexperience and consumer interaction, it passed to the consumer is not only is the productfunction, more is the product of culture, security, social value added service value.Catering industry co branding success factors which influence, comparison of themanufacturing industry, catering industry co branding evaluation which is special, this isthis paper will research and discuss the theme.First of all, the part of literature review, summarizes the present brand related theory,catering industry brand status and case the joint, and according to the predecessorsummarizes brand joint factors of research methods and research content. Analysis of themain factors affecting the food industry brand alliance success, that is involved in a jointbrand awareness, brand perceived quality, brand relationship, brand products matching,matching, and on this basis, according to the characteristics of the catering industry, joinedthe effect of market factors, influence factors of the study methods and catering industrybrand joint hypotheses of the foundation and reference.Secondly, the model and method to evaluate the related brand theory, combined withthe food and beverage industry co brand characteristics, puts forward the model of theirinfluence factors. To model various kinds of measurable variables and latent variableswere defined, and the hypothesis according to the variables of the antecedent variables andthe relationship between the path. Thirdly, design experiments to verify the hypothesis of this study. Through thequestionnaire method, the study on the characteristics of the questionnaire, according tospecific target groups for investigation and evidence collection of catering industry brandassociations. Get the relevant data, to analyze the validity and reliability of the data, andon this basis, using scientific software operation can be interaction between the measuredvariables and latent variables, constructs the structure equation. Making Conclusion toexplain and verify the assumptions of this study and conjecture.Finally, according to the experimental results, analyzing the influencing factors thataffect the food industry brand alliance success, according to its size and combined with thecharacteristics of catering industry, food industry brand United future suggestions andopinions.