湘菜餐饮品牌国际化建设的对策研究

The Internationalization Construction of Hunan Cuisine Catering Brand on Countermeasure Research

本文分析了在“一带一路”倡议背景下,湘菜的国际发展规划,提出湘菜餐饮品牌国际化建设构想。近年来,湘菜国际化逐渐受到省内学术界的关注并成为政府工作的要点。根据湘菜“走出去”的现状调查,文章针对性地做了实施湘菜品牌国际化的SWOT分析,挖掘了目前存在的问题和困难,并提出了湘菜餐饮品牌国际化建设思路及传播策略。

This paper analyzed the planning and research of Hunan cuisine international development under the background of“One Belt,One Road”strategy,and put forward the idea of internationalization of Hunan cuisine restaurant brand.In recent years,the internationalization of Hunan cuisine has gradually attracted the attention of the academic circles in the province and has become the main point of government work.According to the investigation of the current situation of Hunan’s“going out”,the article made a SWOT analysis on the internationalization of Hunan cuisine brand,and explored the existing problems and difficulties,and proposed the idea and communication strategy of Hunan cuisine catering brand internationalization.