英语专业毕业论文On the Brand Establishment of Chinese Fast Food Enterprises.pdf

毕业论文(设计) 1 on the brand establishment of chinese fast food enterprises 1. introduction.1 2. the current situation of fast food industry in china.2 2.1 the definition of fast food and its advantages.2 2.2 western fast food in china.4 2.3 chinese fast food in china.5 2.3.1 the development of chinese modern fast food.5 2.3.2 the advantages of chinese fast food.6 2.3.3 some problems existing in the progress of chinese fast food industry.7 3.about brand-building.9 3.1 what is brand?.9 3.2 the brand of fast food industry.10 4. the brand establishment of chinese fast food.11 4.1 overview of the development of famous chinese fast food. 11 4.2 important factors of establishing fast food brand.12 4.2.1 establishing core brand value.13 4.2.2 setting up a good brand image. 13 4.2.3 standardization is the most important item of brand chain.15 4.2.4 strengthening the awareness of brand marketing and implementing the brand strategies.17 5. conclusion.18 references.20 1. introduction after the reform and opening, with the rapid development of chinese economy and the improvement of living standards, chinas food industry has also undergone a rapid development. under the impact of western culture, especially american culture, more and more chinese change their lifestyles and eating habits. they see the hollywood movies, listen to the r food is usually available ready to take away, though seating is provided. fast food restaurants are usually part of a restaurant chain or franchise operation, which delivers standardized foodstuffs to each restaurant from central locations. fast food has several advantages. in the first place, fast food, as is characterized by its name, is fast. the food is always ready and fresh, waiting for its customers. this saves peoples precious time, and consequently goes well with the tempo of life in modern society. secondly, it is very convenient. as is known to all, fast food restaurants are much the same as cafeterias. customers may feel free to help themselves to any variety provided and eat to their hearts content. thirdly, fast food restaurants are environmentally comfortable. clean dishes, shiny tables, decent service and light music all stimulate peoples appetite to eat more. by the end of the twentieth century, the typical american consumed some three hamburgers and four orders of french fries a week. roughly a quarter of all americans bought fast food every day. today, american-founded fast food chains such as mcdonalds and kfc are multinational corporations with outlets across the 毕业论文(设计) 4 globe. 2.22.2 westernwestern fastfast foodfood inin chinachina chinese culture and tradition place a great deal of emphasis on food. far beyond simply fulfilling a need, eating is considered to be a focal point in each day. however, people are living in a much faster society now they do not have time to slowly enjoy their food while chatting, especially during lunchtime. the fast food market also grows with the affluence of the chinese people. as recently as 1993, chinese consumers had few fast food choices. kentucky fried chicken (kfc) pioneered the way, arriving here in 1987 and won a great triumph by taking its first-mover advantage. quickly, seeing kfcs success in the market, others like pizza hut and mcdonalds followed suit. mcdonalds, kfcs primary competitor, opened its first chinese store in early 1990s. as china increasingly embraces the outside world and its snack food, foreign fast food chains are kicking off a high-speed expansion in the worlds biggest market. according to a survey in the “workers daily”, 72.7 percent of young people under 15 years old prefer western fast food to chinese fast food. for some people the american aspect of the fast food was a major reason for going. by going to the fast food restaurants, the people have the chance to participate in and associate themselves withamerican culture. since people have different conceptions of what america is, the exact aspects of american culture that the consumers found appealing also differ. for the younger generation, the american fast food, tee-shirt and jeans culture represents a lack of 毕业论文(设计) 5 formal rules, casualness, and youth. for young adults who are involved or wish to be involved in the business world, american fast food represents the modern, global culture. fast-food restaurants with strong brand name images, such as mcdonalds and kfc, are more popular than chinese-style fast foods because they are known for quality control and good store management. western-style fast food outlets also provide a novelty in contrast to traditional chinese cooking. just like americans, working chinese couples enjoy dining out as a welcome break from the daily routine of home cooking. chinese children, especially teenagers, enjoy a weekend night out with their friends by combining their social activities of window shopping and entertainment with a visit to the nearest western fast-food restaurant. many young people find the modern ambience of western fast food brands hard to resist. even if they are not in a hurry, they enjoy hanging out at the restaurants with friends and listening to the background music. with urban incomes up 40 percent from 1999 through 2003 and city-dwellers increasingly inclined to eat on the run, sales at mcdonalds are growing faster here than in the united states. 2.32.3 chinesechinese fastfast foodfood inin chinachina 2.3.1 the development of chinese modern fast food chinese takeaways or takeout restaurants are particularly popular after the opening policy. they normally offer a wide variety of chinese food, which has normally been fried. most options are some form of noodles, rice, or meat. in some 毕业论文(设计) 6 cases, the food is presented as a smorgasbord, sometimes self-service. the customer chooses the size of the container they wish to buy, and then is free to fill it with their choice of food. it is common to combine several options in one container, and some outlets charge by weight rather than by item. but now the chinese fast food restaurant has found a modern service system. it copied the management, service system and decoration of western fast food but serviced chinese style fast food for consumers, like malan noodle, lihua fast food, daniang dumpling and so on. these modern chinese fast food restaurants have instituted standards for food in order to ensure a consistent taste. 2.3.2 the advantages of chinese fast food chinese fast food is preferred by local consumers as it meets chinese dietary habits. according to research by zero market investigation every 6 dumplings weighs up to 120 grams; every 6 dumpling coats weigh up to 55 grams; the time from customers ordering their meal to waiters putting the food on the table should not exceed 10 minutes. second is service standardization. daniang dumpling has conducted good exploration into procedure and standard of service so that nice environment, cordial and accurate service will be guaranteed. moreover, cashier service time, species supplied during each period of time, utensils collecting time and room temperature will cater to the need of customers. third is management standardization. good quality assurance manual and operation standard manual have been set forth to make it simple and up to standard the operation at each procedure and post of chain restaurants. same trademark and species as well as centralized purchase, transportation, management, accounting, operation, promotion and service regulations are applied to attract vast number of customers and achieve more scale economy profits. in 1997, j-kungfu had firstly created a set of “computer-controlled steam 毕业论文(设计) 17 counters” and realized standardized production, without cooks in the kitchen. the standardization also reflects in j-kungfus service. cai dabiao, j-kungfus founder said that, it only takes 80 seconds from costumer ordering to taking the food and paying off. 4.2.4 strengthening the awareness of brand marketing and implementing the brand strategies brand marketing is a basic means to create famous brand and implement the brand strategies, which plays an important role in founding a named brand enterprise and promoting the development of brand. marketing message, target market and marketing media are three fundamental marketing elements which are essential components of every marketing strategy. they are the foundation of which all brand marketing basics built. marketing message is what the fast food chains communicate about their product or service to a particular audience. it is based on a list of compelling, unique benefits that offer to those in the target marketing. the target market is the group of prospects whom the fast food chains select to craft and deliver their message to. fast food chains deliver their message to the target market through media. the media can range from print advertising, direct mail, broadcast, internet, email and a host of other forms. the fast food industry has entered into an age that competing on culture and brand. the fast food enterprise should establish brand awareness, pay more attention 毕业论文(设计) 18 to the building of enterprise culture, cultivate its own brand, make greater efforts to publicize the brand to the target market and carry out promotional events actively. 5. conclusion to sum up, through the study of establishing chinese fast food industry brand, it is clear that creating and developing brand, especially the world famous brand is the challenge and opportunity that chinese catering enterprises facing. judging from the current domestic market competition in the fast food, western fast food competitors have very tempting development opportunities, and also have realized the infiltration into the early fast food market in china. but chinese fast food will continue to be the dominant in the future of chinas fast food market development, because chinese people have formed traditional eating habits for a long time and the delicious chinese food is irresistible. this undoubtedly provides a huge, potential and yet to be developed market to chinese fast food industry enterprises. with the more open of chinas fast food market, chinese fast food enterprises are confronted with new challenges and new opportunities for development. when facing the challenge of enter wto and the evolving trend of economic globalization, chinese fast food enterprises should push the brand strategies, and improve the competitive and development level of fast food industry. famous brand can reflect the comprehensive strength of the enterprises; it can also help set up confidence and guarantee on the part of the customers. chinese modern fast food 毕业论文(设计) 19 industry began to develop started rather late than westerns, and the management system was far from mature. to set up a brand to compete with the western fast food cha