肯德基快餐品牌形象的设计方法

Design method of KFC fast food brand image

本文通过对西式连锁快餐品牌肯德基的调研,归纳总结了连锁餐饮品牌形象的设计方法和营销思路,提出了先分析目标消费者后针对其为导向的VI、SI设计方法,在实施标准化的同时兼顾实用性。线上多平台及新媒体的设计内容扩充和延展,从节日营销设计到实事热点营销设计,移动端多平台推广,从线下到线上让消费者形成完整的品牌形象认知。从而全方位多角度建立完整的连锁餐饮品牌形象。

Through the investigation of western chain fast food brand KFC,this paper summarizes the design method and marketing ideas of chain food brand image,puts forward the VI and SI design methods that analyze the target consumers first and then guide them,and takes into account the practicality in the implementation of standardization.The online multi-platform and new media design content is expanded and extended,from festival marketing design to practical hot marketing design,mobile terminal multi-platform promotion,from offline to online to let consumers form a complete brand image cognition.So as to establish a complete chain catering brand image.