Research On The Brand Strategy Of Liu Xiangji Chain Restaurant

Some well-known brands catering to developed countries, planning and construction of the ir own brand of very early in the process, constantly sum up effective management experienc e and business philosophy, the brand culture construction, the degree of standardization and b rand promotion and other aspects are more mature. In the mature conditions of security, the i nternational expansion of the chain operation and franchise, and through its own experience a nd efficient operation, continue to occupy a larger market share in the international market, t he domestic food market China have been no small impact and influence. Chinese local foo d is facing enormous challenges, many local food companies are not the brand concept, some rely on old reputation expansion, but I do not know the scientific planning of the brand buil ding, rest on our laurels and nothing but self destruct. There are a lot of local food and bev erage companies to build brand and brand promotion, blindly imitate foreign cateringbusiness model, but did not learn the essence, it lost its own characteristics, but also delayed the stron g corporate brand building. Local food and beverage brand building of the road in the end how to walk? That’s what we’re looking at. Liu Xiangji chain restaurant is a high brand awa reness of enterprises in Lanzhou, through visits,investigation and analysis of the advantages a nd disadvantages etc., from which to explore Liu Xiang Ji brand competitiveness and brand c onstruction based on the point, to explore a suitable Liu Xiang chain of the road of brand str ategy.Liu Xiang started to shop, the main Boiled dumplings, wonton, special snack, is currently i n the Lanzhou based chain, stores more than 30, Gansu, Shaanxi, Henan city has stores. Althou gh little known in Lanzhou, but in the past the enterprise brand construction do not good en ough, brand awareness is improved at the same time,reputation and brand loyalty is not incr eased accordingly, brand core value is not reflected, therefore, Liu Xiangji now needs new id eas and new goals to guide its brand strategy.This paper takes Liu Xiangji restaurant chain as the research object, according to the curr ent operating status of Liu Xiang Ji and Liu Xiang Ji brand development, internal and externa 1 environment, the comparison of the overseas well-known brand building successful experien ce, at the same time, learning of foreign food and establish their own characteristics, accordin g to the Liu Xiang brand construction and management problems, from LiuXiangji enterpris e, system, staff and other elements of the intake of awareness of brand strategy, and through theestablishment of the brand positioning and brand core values, strengthen the connotation o f brand culture, brand promotion and effective maintenance and so on, to gradually improve t he brand building on Liu xiang. The formulation and implementation of brand strategy, for the future development of Liu Xiang Ji has guiding significance and practical value.