湖南中华老字号餐饮品牌消费者认知度调研报告

Investigation on Consumers’ Recognition of Hunan’s China Time-honored Brand Catering

本文以湖南中华老字号餐饮品牌为研究对象展开实证调研,总计回收消费者样本959份,涵盖湖南省内、省外不同年龄层的各类职业人群。调研结果显示:消费者对“定价合理”“促销力度”“品牌传播推广”“数字化建设情况”的满意度不高。餐饮企业应针对不同消费者展开精细化创新举措,并从就餐体验、老字号品牌特色、宣传推广三个方面着手拓展消费者。

The report focus on Hunan’s China time-honored catering brands,recovery 959 sample copies,cover different ages and occupations. Survey results discovered the degree of consumer satisfaction is not high on "price reasonable", "sales promotion strength", "brand propaganda", "digitalization construction". Companies ought to enforce delicacy innovations action,expandable consumer in three aspects of dining experience,the time-honored brand characteristic,brand marketing communications.