Research On Brand Management Strategy Of Changzhou Hongzun Management Company

With the development of the econom y a nd the rapid improvement of material living standards,the pursuit of diet has changed from solving food and clothing to the differential choice of diet.The service provided b y the catering industr y has graduall y changed from meeting the ph ysiological needs of consumers to meeting the ps ycho logical needs of consumers,which objectivel y puts forward high er requirements for the catering industr y.More and more catering enterprises conform to the development and change of the market,transfer the development center of enterprises to the brand construction,shape the core competitiveness of the enterprise wi th the brand,and the catering industr y has entered the stage of brand strateg y promotion.Food and beverage enterprises must constantl y build their own brand,unique positioning to establish a unique brand image,continuous attention to products,brand pr omotion and maintenance,continuous innovation,in order to be invincible in the market competition.Based on the theor y of brand management and brand value,this paper combs the relevant theories and documents of brand management,From the four aspects of political and legal environment,economic environment,social environment and technical environment,this paper anal yz es the macro environment Hongz un catering faces.This paper analyz es the micro marketing environment of Hongzun catering from five aspects : main competitors,potential competitors,substitutes,customer bargaining and supplier bargaining.Secondl y,using the method of investigation and research,this paper investigates and analyz es the brand management status of Hongz un catering compan y from the aspects of brand positioning,brand image,brand operation promotion,brand maintenance and inno vation.Spss statistics was used to anal yz e the reliabilit y and validit y of the questionnaire as a whole and ez ch item,and chi square anal ysis was used to anal yz e the satisfaction and dining ex perience of different gender,age and monthl y income consumers to Hongz un,so as to clear the development direction and provide data support for brand innovation.On this basis,the paper summariz es the problems of Hongz un catering in brand management,and finall y puts forward the improvement strategies of Hongz un ca tering in five aspects: brand positioning,brand image,brand promotion,brand maintenance and brand innovation.Through the optimiz ation and improvement of brand management strategy,to achieve the sustainable development of Hongz un catering.This research can provide reference for brand management of Hongz un catering and other similar catering enterprises.