發(fā)布時(shí)間：2019-02-17 18:05

【摘要】：對(duì)373位湘菜企業(yè)顧客進(jìn)行問(wèn)卷調(diào)查后,在利用SPSS19.0進(jìn)行了描述性統(tǒng)計(jì)分析的基礎(chǔ)上,探討了湖南省湘菜企業(yè)品牌知名度的現(xiàn)狀,結(jié)果表明:湖南省湘菜企業(yè)品牌知名度整體水平不高,各企業(yè)品牌知名度參差不齊。在此基礎(chǔ)上提出了湘菜企業(yè)品牌知名度的提升策略,包括進(jìn)行正確的品牌定位、提供優(yōu)質(zhì)的有個(gè)性的服務(wù)、打造有特色的品牌識(shí)別體統(tǒng)以及構(gòu)建線上線下相結(jié)合的品牌推廣模式。這對(duì)湖南省湘菜企業(yè)進(jìn)行品牌建設(shè)具有一定的實(shí)踐指導(dǎo)意義。
[Abstract]:On the basis of the descriptive statistical analysis by using SPSS19.0, this paper discusses the status quo of Hunan cuisine enterprise brand popularity after a questionnaire survey on 373 customers of Hunan cuisine enterprise. The results show that the brand awareness level of Hunan cuisine enterprises is not high, and the brand awareness of Hunan cuisine enterprises is not uniform. On the basis of this, the paper puts forward the strategy of promoting the brand awareness of Hunan cuisine enterprises, including carrying out the correct brand positioning and providing high-quality and individualized services. To create a unique brand identity system and build a line and offline combination of brand promotion model. This has certain practical significance to Hunan cuisine enterprise to carry on the brand construction.
【作者單位】： 湖南涉外經(jīng)濟(jì)學(xué)院管理學(xué)院;
【基金】：湖南省哲學(xué)社會(huì)科學(xué)基金項(xiàng)目(13YBA199)
【分類號(hào)】：F274;F719.3

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