文档介绍：山西财经大学
硕士学位论文
中式快餐品牌营销策略研究
姓名:张慧慧
申请学位级别:硕士
专业:企业管理
指导教师:卫虎林
2007-10-08
摘要
90 年代以来,伴随着我国社会主义市场经济体制的不断发展和完善,中国
快餐业进入了快速发展的阶段,并出现了一大批优秀的现代中式快餐企业,但
是由于多数中式快餐企业自主创新能力较差、品牌集中度非常低,在品牌形象
塑造和品牌推广等方面认识不够,投入不足,品牌资产积累缓慢,没有形成强
大的品牌阻隔,致使中式快餐企业在与西式快餐的竞争中处于劣势。
本文在综述国内外学术界关于中式快餐品牌研究现状的基础上,通过对中西
式快餐发展的比较,找出中式快餐的差距所在;运用 SWOT-PEST 分析模型对
中式快餐竞争环境和中式快餐内外部优势、劣势、机遇和威胁进行分析,为提
出中式快餐品牌营销策略提供了理论和现实依据。
基于上述分析,通过理论分析和实地调查,本文提出中式快餐的品牌营销
策略,即品牌定位策略、品牌延伸策略、品牌文化营销策略、品牌创新策略和
品牌国际化策略等;最后,以马兰拉面快餐连锁有限责任公司作为个案研究,
对所提观点进行佐证,并据此提出对中式快餐企业的启示。

【关键词】快餐业中式快餐品牌营销马兰拉面公司

III
Abstract
Since 1990s, with China's socialist market economic system
continuously developed and perfected, the Chinese-fast-food industry had
developed rapidly. It has emerged in a large number of modern
Chinese-fast-food enterprises. However, most of them are not good at the
independent innovation and the brand concentration. Also they aren’t
aware of the importance of brand image and brand promotion, and the
investment is insufficiently, so that there is no strong brand barrier, which
leads to Chinese-fast-food enterprises are inferior in the brand
competition with the Western fast foods.
On the basis of summarizing the research on Chinese-fast -food brands
in international and domestic academic circles, through parison of
the development between Western fast foods and Chinese fast foods,
theis paper finds out the gap of Chinese fast foods. It applies the
SWOT-PEST analysis model to analyzing their internal and external
competitive environment and their strengths, weaknesses, opportunities
and threats, which offers theoretical and practical basis for the brand
marketing strategy of Chinese fast foods.
Based on the analysis, through theoretical analysis and practical
investigation, the paper proposes the brand marketing strategy of Chinese
fast foods, such as brand positioning strategy, brand extension strategy,
brand culture