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论文编号：	513
作者编号：	2120062384
上传时间：	2008/6/18 13:34:46
中文题目：	基于顾客价值的我国快餐服务企业
英文题目：	A Study on Branding Strategy M
指导老师：	任学锋
中文关键字：	顾客价值;品牌战略;快餐服务企业
英文关键字：	Customer Value;Branding Strate
中文摘要：	从产品经济、商品经济、服务经济到当前体验经济的演变与实现从“制造大国”到“品牌强国”的转变目标，无不对我国快餐服务企业提出了紧迫的要求。面对国际快餐服务业著名企业在我国高速的发展与其强势品牌、雄厚资金、成熟管理等方面的巨大挑战，我国快餐服务企业需要高屋建瓴，以顾客价值为导向，因地制宜的构建适应我国环境与企业资源和能力的品牌战略。 第一部分对顾客价值、品牌、品牌战略等相关理论进行了回顾。第二部分系统分析了国内外快餐服务业的发展态势，主要从我国快餐及餐饮整体服务业现状、国际著名快餐企业品牌在国际市场和我国市场的发展逐渐引导出面对当前激烈的竞争形势和动态的环境，我国快餐服务型企业面临的来自外资企业和自身环境的挑战。第三部分结合国外品牌成功经验，详细叙述了我国快餐企业构建基于顾客价值的品牌战略的三大必要条件，即产品和服务质量、品牌个性化与差异化和品牌文化内涵。第四部分叙述了我国快餐企业品牌战略定位与其支持体系，通过SWOT环境分析，提出了我国快餐服务型企业构建基于顾客价值的品牌战略的战略定位选择与保障体系，并为构建基于顾客价值的品牌战略营造适当的支持体系以保证其高效执行。第五部分则从组织与领导、品牌传播、绩效测评与品牌改进这三个方面提出了我国快餐企业构建基于顾客价值的品牌战略的具体实施步骤。最后一部分是本篇论文的结论，指出我国快餐服务企业应该抓住当前服务业高速发展的大好形势，针对顾客价值进行详尽分析，基于内外部环境与企业自身的资源和能力正确的选择品牌战略定位，并以此为中心构建有效的支持系统，然后按照我国快餐企业品牌战略的实施步骤因地制宜的构建基于顾客价值的品牌战略。另外，企业还应不断地审时度势，持续的监控实施过程，时势改进品牌战略，以提升品牌核心竞争力，获得持久的竞争能力与成长优势。
英文摘要：	Our domestic fast-food service companies have to change urgently in the background of the economic evolvement from product economy to commodity economy, to service economy, and to experience economy nowadays, and the transformation from Manufacturing Great Country to Brand Great Power. Popular multinational fast-food service companies have been developing their businesses fast in mainland China, and comparing with our domestic fast-food service companies, they have so many advantages such as powerful brand, sufficient cash flow and perfect management. So our domestic fast-food service companies should operate from a strategically advantageous position on the basis of customer value, adjust measures to our country conditions, and construct a branding strategy adapting to company resources, company capacity and outer environment. Above all, we review Customer Value, Brand, Branding Strategy and the relative theories. Secondly, we analyze not only the current development situation of the fast-food service industry in our country, but the whole branding development experiences of the world-famous fast-food brands such as McDonald's, Starbucks and KFC China, in order to find out the challenges for our domestic fast-food service companies to confront in the fierce competition and the dynamic situation. Thirdly, we explain 3 main requirements for our domestic fast-food service companies to construct the branding strategy on the basis of customer value, which are quality, brand individuation and differentia, and brand culture. Fourthly, we discourse the branding strategic position choices for our domestic fast-food service companies to select, and its supporting system to ensure the executive effect of the branding strategy on the basis of customer value. Fifthly, through SWOT environment analysis, we discuss the practical steps for our domestic fast-food service companies to follow so as to construct the branding strategy on the basis of customer value, from three aspects: organization and leadership, brand spread and, performance evaluation and brand improvement. Finally, we get the conclusion: our domestic fast-food service companies should take advantage of the current high-speed development situation within our national fast-food service industry, make analyses of the customer value, choose the branding strategic position correctly basing on the internal and external situation, company resources and company capacity, set up a relative supporting system, and then construct their own branding strategy on the basis of customer value. Furthermore, companies should consider the situation regularly, monitor the implementation, and improve the branding strategy so that they could enhance brand core competitive power and gain the persistent growing advantage.
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