Research On "The Top One Halal Restaurant In Ningxia" Brand Building Strategy Of Delonglou

According to the 12th Five-Year Plan Outline of Ningxia"and the Development Plan of Ningxia Halal Industry", Ningxia is going to make huge efforts to cultivate halal catering industry, and promote brand building which would help to make Halal food attracted to the customer. Delonglou is one of the top brands with high level of recognition in Ningxia Halal Industry. It aims to become the top one brand within the industry. Therefore, to study its brand-building activity in the good policy background and push it to the higher level has practical significance to the sustainable development of halal catering industry in Ningxia.This paper mainly uses the question-and-answer survey to get the brand quality with 300 customers; uses interviewing method with 3 senior managers of Delonglou, as well as 1 industry official. This paper analyses all the collected data via statistic analysis and theory of Ethnology, then concludes that 5 existing problems should be solved when Delonglou develops its first Halal brand in Ningxia. The paper also provides 5 strategies and 3 solutions to solve these problems, such as customer delivered value, service marketing and brand recognition promotion, which are based on the theory of organizational behavior and marketing, combined practical situation of Delonglou.This paper suggests that to build the top one Halal brand in Ningxia, Delonglou must further promote the brand recognition of the certain groups of people, further mine the Halal brand essence and extension, and extensively cooperate with relative enterprises and units. With constantly improvent in such fields, Delonglou will successfully fulfill its brand-enhancing goal and rank the top on Halal brand in Ningxia.