小型餐饮企业产品品牌建设的问题及对策研究以鱼虾匠火锅为例

本科论文This paper takes the fish and shrimp craftsman hotpot catering company as the researchobject,which introduces the background,significance,content and research methods of brandbuilding briefly,analyzes the brand environment of fish and shrimp craftsman combining withthe actual business activities through USP theory and brand positioning communicationtheory with the use of SWOT analysis and PEST analysis,and summarizes the problems inthe process of brand building of the company.Aiming at issues such as unclear productpositioning,high degree of similarity,no corporate culture support,no brand promotion plan,and lack of unified standards for franchisees,USP theory is used to strengthen productuniqueness,differentiate brands,analyze the value of brand image through brand recognitiontheory,and use SWOT analysis and PEST analysis to analyze the macro market environmentand the opportunities and threats contained therein.And based on the results of research andinvestigation,the paper formulates a brand building program.The main steps are as follows:First,clarify the positioning attributes of the product,and develop the product according to itspersonality.Second,form the scale effect gradually.Brand standardization and styleunification can better promote their own brands,establish advantages in competition,expandscale effects,and allow consumers to understand products through brand image design andpromote them accordingly.Finally,execute solutions to the problems arising from the productbrand building of the fish and shrimp artisan hot pot company through various aspects insideand outside,establish an excellent hot pot brand and provide a brand building solution casefor other similar small enterprise brand building.Key words:catering enterprises;brand positioning strategy;PEST analysis