Research On The Brand's International Path Of Chinese Catering Enterprises

With the rapid development and transformation and upgrading of our economic,the proportion of the tertiary industry in China's national economy has increased rapidly,and catering industry as an important part of the tertiary industry also plays an increasingly important role.In recent years,China's catering market has been expanding and the income continues to grow,meanwhile,the overall strength of enterprises has also been greatly improved.In addition,the Ministry of Commerce in the "Twelfth Five-Year" period to promote the scientific development of the catering industry guidance " encourages Chinese catering enterprises actively" going out ",Which marks the third wave of overseas development boom of Chinese food.A number of emerging catering enterprises actively participate in overseas markets and strive to build an international brand.According to the overseas development of our country's manufacturing enterprises,it is essential for enterprises to build and promote their own brands,which is also the advanced stage in international development.Therefore,after experiencing two tide of overseas development,Chinese catering enterprises should learn from the mistake and follow the development trend of the times.In the overseas target market,our catering enterprises should pay more attention to brand building and dissemination,reshaping the overseas image of Chinese catering enterprises and making all efforts to build Chinese “KFC” and “McDonald's”.Thus,this paper,based on the experience of the internationalization of our country's manufacturing enterprises,designs the optimal development paths for the internationalization of enterprises' brand according to its specific characteristics and strength.This paper firstly introduces the domestic and international research status of brand internationalization.Then,the paper puts forward the theoretical basis of brand internationalization of Chinese catering enterprises,and uses the cobweb model to calculate the internationalization degree of our country's several representative catering enterprises.Based on the results,the paper analyzes the overall level of China's catering enterprises and explores the existing problems.Finally,according to 4Ps combination marketing theory and international wellknown catering enterprises' internationalization experience,the paper provides the optimized path design for our catering enterprise brand internationalization.On the basis of the path design,this paper puts forward the countermeasures from the enterprise and the government to ensure the implementation of the path.Enterprises should continuously upgrade their overall strength level from different angles,while the government should provide enterprises with guidance,support and protection to ensure their overseas development smoothly.