Discuss on the Material Factors of Visible Display and the Construction of Catering Brand
Chinese catering culture is extensive and profound,but the brand building lags behind,lacking of influential and lasting global brands.The research finds that there are some problems in brand building of catering industry in China,such as lack of brand marketing awareness,lack of cultural connotation and corporate image support,lagging brand equity management and insufficient brand promotion.Material factors in tangible display,including surrounding factors,design factors and social factors,can effectively stimulate customers sensorily,guide customersexpectations,and help consumers identify corporate image.Therefore,the study suggests that we can promote the brand building of catering industry from four aspects: environmental layout,brand design,catering products and humanistic characteristics.
Visible Display Brand Design Product Humanistic Atmosphere
Haiyan Miao
Shandong Yingcai University
国际会议
China Marketing International Conference 2019 (2019中国市场营销国际学术年会)
广州
英文
340-351
2019-07-22(万方平台首次上网日期,不代表论文的发表时间)