Research On The Brand Marketing Strategy Of Guiyang Xiduo Manshiji

With the rapid development of the economy,especially the gradual improvement of the position of the tertiary industry in the social economy,the catering industry has also entered a period of rapid development.The domestic catering industry has entered a period where brands are considered as advantages.The gradual development of catering companies must rely on the implementation of catering brand marketing strategies to further generate competitive advantages with their own characteristics.For maintaining brand reputation,enhancing customer acceptance of the brand,thereby increasing brand stickiness with consumers,and ultimately achieving the improvement of enterprise market competitiveness.Therefore,developing and implementing effective marketing strategies for brands is the key for enterprises to gain a foothold in the market.This article takes HITO Restaurant,a well-known local catering enterprise in Guiyang,as the research object.Firstly,it clarifies the research background and significance,states the theoretical knowledge and current research status of brand marketing,especially in terms of brand positioning,brand personality,brand extension,and brand communication.Secondly,based on the above content,an analysis and discussion were conducted on the current situation of HITO Restaurant’s brand marketing process.Based on this,relevant data collected through questionnaire survey,PEST analysis,Porter’s Five Forces model analysis,SWOT analysis,and other methods were used to analyze the current problems in HITO Restaurant’s brand positioning,brand personality,brand extension,and brand communication,And corresponding solutions have been proposed,in terms of brand positioning,to determine target groups in segmented markets and select clear brand positioning methods;In terms of brand personality,we aim to increase service characteristics and optimize environmental construction;In terms of brand extension,achieve the extension of main and sub brands and cross-border extension;In terms of brand communication,develop a brand integrated marketing communication plan and optimize communication channels.To achieve the healthy development of HITO Restaurant’s brand marketing.Through the analysis and discussion of this article,it can provide reference for the brand marketing of HITO Restaurant in the field of food and beverage,and also serve as a reference for other similar catering enterprises to continuously improve their brand marketing level.