Research On Brand Image Building Strategy Of BLD Restaurant Chain

The catering industry belongs to the service industry.With the rapid development of the national economy,the national consumption level is getting higher and higher,the demand for catering consumption is increasing,especially after 80,the young generation after 90 has become a consumption main force,the demand for catering is not only Pursuing good tastes,the level of the plate,has a certain requirement for the value and health.In the face of new consumption,food and beverage enterprises are facing the market opportunities,using the Internet and self-media communication advantages,and improve their brand competitiveness.Today’s society is characterized by information transmission pathways and speed transcending any era.It is difficult for companies to achieve long-lasting development through a product.Only with identification,consumers can realize the value of the company.The traditional catering industry has generally presented non-high value,low customer viscosity,short life cycle.Due to the low threshold,the investment is small,leading to the development of a well-developed development in recent years,and the competition in the category is also particularly fierce.Catering companies want a benign development,unfained the finest operation of deep tillage and brand.In the current food industry,there is a low-cost strategy for the rapid access,the price war has been hired,and the enemy is one thousand.While reducing the profit space,the original store resource is tired to address the high-priced traffic,and the new human material force will inevitably pull the cost,and the compression profit is finally difficult to maintain.Since the epidemic,new and old meal companies have faced huge survival challenges,and have been eliminated in a meal of consummatic companies.There are also some catering companies to deliver the hardships with powerful brands.Enterprises with brand advantage occupying a place in the Red Sea through customers.Successful brand image comes from brand owners to carefully designed according to their own strategy and target consumers,so that the brand is performed and accepted by its consumption group,and even forming consumption preferences to produce fanatic pursuits.BLD restaurant chain has gradually developed from a single product coffee shop with a multi-product store,although the single-store turnover has achieved profit,but due to the lack of brand awareness of managers.It didn’t be based on the construction of brand image for many years.At this stage,there have been inconsistent in the appearance of each store,and the service is not standardized,and the brand identification is not high.It hinders the brand’s development and growth to a certain extent,and the continuous fermentation of issues that have not been solved at the same time will bring the company.A certain crisis hidden danger.The shaping brand image is the top priority of the current business to continue to operate.Based on the brand image theory,this paper is analyzed by issuing the questionnaire from the perspective of the customer’s perceived,using the SPSS analysis method to analyze the influencing factors of the brand image of the BLD restaurant chain.It is targeted to improve the image of BLD restaurant chain.C ountermeasure.First,explain the research background,research purposes,significance and practical value of this paper,as well as the idea framework and use of the article.Determining a brand image is a key premise of marketing marketing,as well as an important part of corporate brand assets.Secondly,this paper explains the concept of brand image theory and related studies of domestic and foreign scholars,and analyzes the shape of the brand image.Next,through the interview method,the operation status of the BLD restaurant and the status quo of the brand image is learned,and the Bell’s brand image evaluation model is used to divide the dimension of the brand image of the BLD restaurant and prepare the questionnaire for the current situation.After statistical analysis,the questionnaire has better reliability and validity,according to the results of the survey results and interviews,analyzing the current BLD restaurant chain store has experienced the old difficulty to adapt to the young market,lacking awareness of the target consumers and The actual problems in brand image such as independent brand culture and connotation are lacking,and this is determined to determine the direction of the brand image,explore the strategy and approach of BLD restaurant brand image improvement.At last,combined with the dimensions of the Bell brand image evaluation model,that is,the use of the image,product image,company image,the improvement of BLD restaurant brand image,including full-scale product image,deep portrait user image and multi-angle development company image The specific feasibility suggestions are recommended.