“一带一路”战略下宁夏清真餐饮品牌提升战略研究

On the Brand strategic Improvement of“the Belt and Road”in Halal Catering Industry in Ningxia

在"一带一路"战略背景下对宁夏清真餐饮产业进行了SWOT分析,提出了宁夏清真餐饮产业品牌提升应依托清真餐饮文化资源禀赋以及现有餐饮产业布局和规模,以标准化、特色化战略为主,通过"挖掘品牌内涵——整合品牌载体和品牌要素——培育品牌知名度——提升品牌形象"的路径,实现弘扬宁夏地方清真餐饮文化,扩大清真餐饮经营规模,增强民族文化自豪感和认同感,提高餐饮业服务水平的目标,最终形成具有浓郁回乡特色的清真餐饮产业。

Under the background of ＂＇The Belt and Road＂ strategy, with the SWOT analysis of Ningxia Halal food industry, the authors put forward the Ningxia brand of Halal food and beverage industry should rely on Ningxia Halal diet culture resources endowment and the existing catering industry layout and scale, at the same time, standardization and specialization should be taken at the first place. Through the ＂dig the connotation of the brand carrier, integration of brand and brand elements, cultivating brand awareness, enhance brand image＂ path, weshould carry forward the Ningxia local Halal food culture, expand the scale of halal food and beverage management, enhance the national cultural pride and identity, improve the service level of local social grand target, and finally forms with rich return characteristics of Halal food industry.