Chinese Fast Food Brand Image And Communication In Internet Environment

For a long time, in the fast-food industry, and Western-style fast-food Chinese fast food brand compared to brands, there is a brand awareness is low, relatively weak brand awareness, brand communication way more single brand personality is not clear, the dissemination of results and a series of obvious problems. With the improvement of living standards of the masses, the social economy steady and rapid growth, rapid development of technology innovation, the traditional workshop-style Chinese fast food will gradually be replaced by the brand, professional brand of fast-food chain. In the Internet era, whether it is product quality, transmission, or services, means of payment and so the fundamental changes taking place. At the same time, the emergence of the Internet Chinese fast food brands, "cross-border" food for the success of the traditional Chinese fast food brand and expand the dissemination of new horizons.Firstly, the overall development of Chinese fast food brands and industry characteristics were summarized, shaping and dissemination of the status quo of Chinese fast food brand image is analyzed. Through the Internet environment for consumers of Chinese fast food brand perception survey, we analyzed the current situation further spread of the Internet and traditional Chinese fast food Chinese fast food brand, transmission, elements and results dissemination effects rendering. Next, this article from the perspective of Chinese fast food brands spread eagle god of the Internet road sirloin conducted case analysis. Finally, this paper presents the Internet environment of Chinese fast food branding and communication strategy: Establish Internet brand concept to create differentiated strong brands, the Internet product concept and the concept of service branding, use of the Internet platform to create personalized routes of transmission of creating a positive connotation of the brand culture and characteristics. Internet environment is designed to contribute to the development of Chinese fast food brands methods and ideas.