广州传统餐饮企业品牌的可持续发展研究.docx

目录 1绪论 1 1.1选题背景 1 1.2研究目的和意义 1 1.2.1研究目的 1 1.2.2研究意义 1 1.3研究方法 2 1.3.1文献分析法 2 1.3.2案例分析法 2 1.3.3实地调查法 2 2相关概念及理论支持 2 2.1品牌的概念 2 2.2品牌的特征 3 2.3传统餐饮企业品牌的概念 3 2.4品牌发展理论 3 3广州传统餐饮企业的品牌经营分析 4 3.1广州传统餐饮企业品牌现状 4 3.1.1广州传统餐饮企业品牌经营现状概况 4 3.1.2广州传统餐饮企业品牌的客源及消费者评价 5 3.2广州传统餐饮企业品牌的优劣势 5 3.3广州传统餐饮企业品牌经营存在的问题 6 4 广州酒家品牌经营分析 7 4.1广州酒家简介 7 4.2广州酒家品牌经营现状概况 7 4.3广州酒家品牌经营的锐意创新 8 4.4广州酒家品牌经营的存在问题 8 4.5对广州酒家品牌经营存在的问题提出解决措施 9 5广州传统餐饮企业品牌可持续发展的实施策略 10 5.1塑造良好的品牌形象 10 5.2积极开发新产品及开展连锁经营模式 10 5.3更新品牌推广观念，拓宽品牌宣传推广的途径 11 5.4增强品牌的核心价值，制定品牌发展策略 11 6总结 11 论文题目：字体：楷体，字号：小一广州传统餐饮企业品牌的可持续发展研究 论文题目：字体：楷体，字号：小一 --以广州酒家为例 论文题目：字体：楷体，字号：小一摘要:品牌是餐饮企业极为重要的无形资产。随着市场经济发展的推动下， 论文题目：字体：楷体，字号：小一 本文以广州酒家为例，通过实地调查去了解其品牌经营发展现状，发现该企业在人才资源、品牌形象维护和品牌发展规划仍存在不足，从而提出相对应解决对策。希望通过分析广州酒家品牌经营的先进手段及不足之处，来探讨广州酒家及其他广州传统餐饮企业品牌该如何实现可持续发展。 关键词：品牌；传统餐饮企业；可持续发展；广州酒家 Study on the Sustainable Development of Guangzhou Traditional Catering Enterprise Brands --Taking Guangzhou Restaurant as an Example Abstract:Brands are extremely important intangible assets for catering companies. With the promotion of the development of market economy, many traditional catering companies have suffered unprecedented shocks. Due to inadequate management of brand management, traditional catering companies have become sluggish or even closed. This article attempts to analyze the influencing factors of brand development and the problems existing in Guangzhous traditional catering brands, and proposes countermeasures in order to seek the sustainable development of the brands of Guangzhous traditional catering companies. This article takes Guangzhou Restaurant as an example to understand the current status of its brand operation and development through field surveys. It is found that the company still lacks talent resources, brand image maintenance and brand development planning, and proposes corresponding solutions. It is