文档介绍：我国连锁餐饮企业品牌形象塑造摘要品牌是一种感知,好像能看到,又好像看不到,良好的品牌具有很高的价值,这也使品牌成为了企业的最重要资产一品牌资产,企业只有明确品牌的重要性,才能从意识形态领域引起足够的重视,才有可能塑造成功的品牌。目前,我国快餐连锁企业蓬勃发展,但其品牌化经营仍然处于初级阶段,本文以我国快餐连锁企业为案例目标展开研究。通过研究快餐连锁企业的品牌建设和发展历程,总结分析我国中式快餐连锁企业在品牌建设和管理中的现实状况,找出其存在的问题,然后对比国内外快餐连锁企业现况,进而结合我国实际情况,提出了相应的完善策略,以期为我国餐饮企业的品牌形象塑造提供借鉴与参考。关键词: 餐饮企业;品牌形象;塑造 Abstract Brand isa perception , seem tobe able to see , it would seem not see ,a good brand of high value ( McDonald's brand value of more than billion US dollars ), which also makes the brand has e the most important asset ofa corporate brand equity , only clear the importance of corporate brand in order to attract enough attention from the ideological field , be possible to create a essful brand. At present , China's vigorous development of Chinese fast food enterprises ,but its brand management is still in its infancy , this paper , "real effort" restaurant chain launched asa case study goal. By studying the "real effort" fast-food chain's brand-building and development process , summarize and analyze the reality of the situation of Chinese fast-food chain in brand building and management , to identify their problems , and bined with China's actual situation , put forward the corresponding perfect strategy , in order to provide references for our catering business brand image. Keywords : catering enterprises ; brand image ; mold ; Kung Fu III 目录引言...................................................................................................................................................... 1 一、相关理论基础.............................................................................................................................. 1 (一)品牌的内涵...................................................................................................................... 1 (二)品牌的特征...................................................................................................................... 1 二、我国快餐连锁企业品牌形象发展现状.........................................................