文档介绍：本科毕业论文( 设计) 真功夫的品牌形象塑造研究二级学院医药商学院专业市场营销专业班级 2013 级学生姓名车荣飞学号 1202501203 指导教师沈枫 2015 年 10月 10日诚信声明我声明,所呈交的毕业论文(设计)是本人在老师指导下进行的研究工作及取得的研究成果。据我查证,除了文中特别加以标注和致谢的地方外,论文(设计)中不包含其他人已经发表或撰写过的研究成果,也不包含为获得其他教育机构的学位或证书而使用过的材料。我承诺,论文(设计)中的所有内容均真实、可信。毕业论文(设计)作者(签名): 年月日真功夫的品牌形象塑造研究【摘要】改革开放以来,伴随着经济的快速发展和人均收入的不断提高,整个餐饮业也经历多年的快速膨胀式发展,快餐已经成了我国居民最为习惯的日常就餐方式之一。国内一些快餐企业通过连锁经营的方式不断壮大规模,初步具备了与国际快餐巨头在国内一争高下的资本。在与国外快餐连锁企业相比较,我们虽然具有熟悉口味、市场、制作工艺等优势,但我国快餐企业仍然整体处于落后的地位,国外快餐企业在的店面形象、企业文化、制度建立、流程设计,产品推广、员工训练、营销管理等方面拥有巨大优势,而这些因素正是建设中式快餐连锁品牌形象的重要因素,我国中式快餐连锁企业的品牌化经营之路依然任重道远。本研究以品牌相关理论为指导,选取我国规模最大的中式快餐连锁企业之一的“真功夫”进行研究,对国内的快餐行业进行全面的调查研究,认真分析了影响中式快餐连锁企业品牌建设的相关因素。本研究试图通过“真功夫”为个案, 分析国内中式快餐行业品牌建设的历程,为处于激烈市场竞争中的中式快餐连锁企业提供有益的理论指导和实践范例。【关键词】品牌;发展;真功夫 Kung Fu's brand image research 【 Abstract 】 Since the reform and opening up, along with the rapid economic development and rising per capita e, the entire restaurant industry has experienced for many years one way everyday dining rapid expansion of development, fast food has e most accustomed toour residents. Some domestic fast-panies by way of the growing chain scale, initially with pete in the domestic capital and international fast-food giants. parison with foreign fast-food chain, although we have a familiar taste, market, production process and other advantages, but our fast-food enterprises are still lagging behind the overall position of foreign enterprises in the fast-food store image, corporate culture, the system was established, process design, an important factor in product promotion, staff training, marketing, management, has a huge advantage, and these factors are the construction of Chinese fast food chain brand image, brand management of the road of Chinese-style fast-food chain is still long way to go. In this study, brand-related theories, choose "real effort" China's largest Chinese fast-food chain, one of the study on the domestic fast food industry to conduct prehensive investigation, careful analysis of the influence of Chinese fast food ch