中式快餐连锁行业的SWOT分析及品牌战略选择——从成都“徐歪嘴”进入武汉说起

The SWOT Analysis and and Brand Strategy of Chinese Fast Food Chain——From the Entering of Chengdu’s “Xu waizui” into Wuhan

国内的中式快餐连锁发展存在诸多问题,主要原因如下,其一,品牌内涵不够丰富,仅局限于餐饮层次,缺乏文化要素的融入,不能与消费者心理需求产生共鸣;其二,营销缺乏持续创新,往往局限于一种模式,导致消费者"心理疲劳",难以形成忠诚效应。其三,定位不清,不能清晰地锁定某一消费群体,进而辐射到相关消费群体。通过对中式快餐连锁行业的SWOT分析,提出相应的品牌战略选择。

There are many problems with the development of Chinese fast food chain. The main reasons for these prob- lems of the development of Chinese fast food chain lies in that:Firstly,the brands’meaning is not rich and has shortage in culture factors and sprit factors,and it doesn’t have resonated with the psychological needs of consumers. Secondly,lacking of sustained innovation in Marketing,it usually confines to one model,as a result,causing consumers’"psychological fa- tigue". Thirdly,it cannot focus in some group,and then radiated to the relevant consumer groups.