Research On Brand Extension Strategy Of GZ Restaurant

With the rapid development China’s economy and people’s spending levels continuing to rise,the development of China’s catering market and food industry is in a good situation,.The competition is quite fierce at the mean time,the survival and development of national catering and food brands are facing challenges.Chinese enterprises need to take brand value as the breakthrough point,and brand extension is one of the important brand strategies in competitive market.When China’s national catering enterprises develop new markets and launch new products,they often need to use the existing brand equity to carry out brand extension strategy.This paper takes GZ restaurant as an example.As a well-known catering and time-honored brand in China,GZ restaurant also chooses the brand extension strategy to seek the development of the enterprise.The brand extension strategy studied in this paper for catering enterprises can enrich brand extension,provide theoretical guidance and policy suggestions for brand extension and brand pedigree construction of the enterprise,and also provide case reference for similar enterprises.Through literature research,collection of primary and secondary data,field interview,questionnaire survey and statistics,comprehensive fuzzy mathematics evaluation method and other research methods,this paper analyzes the extension effect of GZ restaurant’s main extension of catering and food direction,and draws the following conclusions:(1)The score of extension effect in the catering direction of GZ restaurant is slightly higher than that in the food direction,but the extension effect of the two is still at the general level.(2)Consumers have deep perception,high recognition and deep affection for the parent brand of the company,which is helpful for consumers to form positive brand extension evaluation.(3)Many consumers consider taste and price when choosing which restaurant to go.The catering market and food industry both are competitive market,and the brand is quite important for these enterprises.When using brand extension strategy,enterprises need to strengthen the management of the parent brand image,attach importance to brand association,use the advantages of the parent brand to radiate to the extended brand,improve consumers’ positive evaluation of the extended brand.