【正文】 本科畢業(yè)論文 4 目錄 1 緒論 ............................................................................................................................. 6 快餐行業(yè)現(xiàn)狀概述 .............................................................................................. 6 解析快餐在國(guó)內(nèi)發(fā)展背景和發(fā)展情況 ........................................................ 6 中國(guó)快餐發(fā)展趨勢(shì)和特點(diǎn) ......................................................................... 6 研究快餐品牌的原因和意義 ................................................................................ 6 品牌的聚斂效應(yīng) ........................................................................................ 6 品牌的內(nèi)斂效應(yīng) ........................................................................................ 7 品牌的穩(wěn)定效應(yīng) ........................................................................................ 7 2 品牌發(fā)展現(xiàn)狀和相關(guān)理論研究 ...................................................................................... 7 ............................................................................................................ 7 品牌以公眾為中心 .................................................................................... 7 組織與產(chǎn)品是品牌載體 ............................................................................. 8 品 牌的產(chǎn)生來(lái)自于公眾認(rèn)識(shí) ...................................................................... 8 中國(guó)品牌發(fā)展階段 .............................................................................................. 8 國(guó)內(nèi)品牌啟蒙時(shí)期（ 20世紀(jì) 80年代） ...................................................... 8 國(guó)內(nèi)品牌發(fā) 展時(shí)期（ 20世紀(jì) 90年代） ...................................................... 9 品牌國(guó)際化醞釀時(shí)期（ 2020年至今） ....................................................... 9 品牌國(guó)際化融入時(shí)期 ................................................................................. 9 品牌 相關(guān)理論研究 .............................................................................................. 9 品牌戰(zhàn)略研究 ........................................................................................... 9 品牌定位的研究 ........................................................................................ 9 品牌資產(chǎn)研究 ......................................................................................... 10 企業(yè)品牌的創(chuàng)立和創(chuàng)立品牌的步驟 ................................................................... 11 品牌要素的確立 ...................................................................................... 11 創(chuàng)立品牌的步驟 ...................................................................................... 11 3 肯德基本土化經(jīng)營(yíng)策略及現(xiàn)狀 ................................................................................... 11 肯德基的選址策略 ............................................................................................ 11 劃分商圈 ................................................................................................ 12 選擇商圈 ................................................................................................ 12 影響商圈選擇的因素 ............................................................................... 12 ............................................................................................ 13 不從零開(kāi)始 ............................................................................................. 13 “不從零開(kāi)始 ”特許經(jīng)營(yíng)內(nèi)容 ...................................................................... 13 肯德基的雙贏策略 ............................................................................................ 14 肯 德基本土化策略 ............................................................................................ 15 原材料采購(gòu) ............................................................................................. 15 經(jīng)營(yíng)理念 ................................................................................................ 15 降低特許加盟門檻 .................................................................................. 17 西安理工大學(xué)本科畢業(yè)論文 5 4 肯德基品牌的強(qiáng)化原則 ............................................................................................... 17 品牌的標(biāo)準(zhǔn)化 ................................................................................................... 17 品牌經(jīng)營(yíng)理念統(tǒng)一化 ........................................................................................ 18 整潔優(yōu)雅的環(huán)境 ...................................................................................... 18 真誠(chéng)友誼的接待 ...................................................................................... 18 確保準(zhǔn)確無(wú)誤的供應(yīng) ............................................................................... 19 維持優(yōu)良的設(shè)備 ...................................................................................... 19 高質(zhì)穩(wěn)定的質(zhì)量 ...................................................................................... 19 快速迅捷的服務(wù) ...................................................................................... 19 優(yōu)質(zhì)的服務(wù)和環(huán)保理念 ..................................................................................... 20 廣告創(chuàng)意貼身、新穎、多元 .............................................................................. 20 5 快餐行業(yè)存在的問(wèn)題 ................................................................................................. 20 人力資本匱 乏 ................................................................................................... 21 標(biāo)準(zhǔn)化難度加大 ............................................................................................... 21 行業(yè)內(nèi)部惡性競(jìng)爭(zhēng) ............................................................................................ 22 資金短缺和資金使用問(wèn)題 ................................................................................. 22 政策支持 .......................................................................................................... 22 6 肯德基在品牌戰(zhàn)略實(shí)施過(guò)程中存在的問(wèn)題 ................................................................... 22 衛(wèi)生安全、消防隱患較多 ................................................................................. 22 肯德基蘇丹紅、天香綠、濾油粉事件 ...................................................... 22