Research On The Brand Image Optimization Of Modern Chain Convenience Store And Design Practice

In 1960 s,because of the dual factors of market and consumer,brand and related disciplines have been flourishing.In recent years,domestic and foreign scholars' research on brand has also been more and more perfect and innovative.Brand image is focused on and formed a brand image system to develop,establish and use.At the moment,all kinds of convenience stores are stationed in every corner of the town.Chain type convenience stores emerge in endlessly,and the establishment and improvement of their own brand image is one of the core elements of development.In the process of its rapid development,there are many problems,such as: chain convenience store's homogenization,lack of brand image optimization,low audience viscosity,poor feedback consciousness and so on.Aiming at these problems of chain convenience stores,this topic will explore how to optimize brand image and effectively manage and promote the rapid development and dissemination of chain convenience stores and brands.This article is divided into four major plates: 1.literature review(Chapter 1).Carding the research direction,elaborating the purpose and significance of the research topic,building a reasonable logical framework,and 2.,the related introduction and performance analysis of the research object(the second chapter).The development history,discipline theory and composition factors of chain store convenience brand are summarized.Combined with the analysis of the brand image status of chain convenience store,3.find and solve problems(the third and fourth chapters).Taking Lawson as the research object,we find the problems existing in the operation of chain convenience stores,and discuss the significance of building,managing and applying brand image rationally,so as to solve the problems discovered by the former.At the same time,the brand image optimization is put into the construction of chain convenience stores,and the empirical research on the design subject is carried out;4.summary and prospect(fifth chapter).The overall summary and Prospect of the subject and the association of domestic development and application are made.This paper takes brand image optimization as the starting point of the topic.Brand identity recognition design is the theme of the research practice.The research perspective is novel,and it is free from the single perspective of service,marketing and product development.The internal orientation of brand culture,brand spirit and brand concept is very important.A brand with reasonable brand culture,brand spirit and brand idea is a good brand that can be built on the market from inside to outside.It's a brand that can build a perfect brand image.In brand image recognition design,if there is not a certain brand culture,brand spirit and brand idea,it will be meaningless for brand identity design itself.So the good or bad of the brand image plays an important role in the development trend of the chain convenience store.The quality of brand culture,brand spirit and brand concept also affects the quality of brand image.