餐饮连锁企业的品牌管理研究(以全聚德为例).doc

摘要:品牌管理的定义为：管理者为培育品牌资产而展开的以消费者为中心的规划、传播、提升和评估等一系列战略决策和策略执行活动。管理是创建品牌的保证，是品牌创新的生命线。

　　　品牌管理是公司整体市场竞争战略的重要组成部分，随着市场成熟度的逐步加强，以及竞争产品的同质化，品牌管理成为公司获取竞争优势和争夺顾客的重要手段之一，品牌管理是现代企业发展的必由之路。

　　　中国餐饮市场巨大，存在巨大商机的同时也有残酷的竞争，在品牌林良满目的情况下，品牌经营是核心竞争力。本文在品牌管理理论基础上分析全聚德集团的品牌经营管理策略，探讨分析全聚德在品牌管理上的优势与不足，提出品牌管理建议，并以此给其他餐饮连锁企业提供借鉴。

关键词：品牌管理  管理策略  研究分析  全聚德集团

Abstract:The definition of brand management: management for the cultivation of brand assets and launched to consumers as the center planning, communication, promotion and evaluation of a series of strategic decision and implementation activities. Management is to create brand guarantee, is the lifeline of brand innovation.

　　　An important part of brand management is the market competition strategy, overall, with the maturity of market gradually strengthened, homogeneity and competitive products, brand management has become one of the important means of competitive advantage and win customers, access, brand management is the route one must take the modern enterprise development.

　　　Chinese food and beverage market is huge, there is a huge business opportunities at the same time also has the cruel competition, brand in the forest full of good objective circumstances, brand management is the core competitiveness. Based on the analysis of brand management strategy of Quanjude Group in the brand management theory, analysis of the Quanjude brand management superiority and the insufficiency, proposed suggestions to brand management, and other catering chain enterprises to provide reference.

Keywords：performance；appraisal；target key customers；administration scale