摘 要随着经济的发展，企业品牌成为市场竞争不可或缺的因素，对品牌的策略研究彰显出积极的现实意义。本文以近几年发展较快的快餐店典型代表——台湾 85 度为例探讨了企业的品牌策略，介绍了台湾 85 度的由来和发展历史；分析了其经营和投资特点，主要是意式咖啡、美式风格、蛋糕烘焙、五星服务，采用了直营连锁的发展模式，逐步做大做强。最后从台湾 85 度的分布和发展特点等方面，提出了企业打造经典品牌的有效途径。关键词：品牌营销策略 台湾 85 度 模式 Title 85 degrees C brand marketing strategy AbstractWith economic development, corporate brand has become an indispensable factor of competition in the market, the study highlights thepositive and practical significance of the brand strategy. Recent years the development of faster fast-food restaurants, a typical representative of 85 degrees - Taiwan as an example of the corporate brand strategy, introduced the 85 degrees the origin and history of the development;analysis of its operating and investment characteristics, mainly espresso , American style, cake baking, five-star service, using the regular chainmodel of development, and gradually become bigger and stronger. Finally,from 85 degrees distribution and characteristics, an effective way to createa classic brand.Keywords：Brand marketing strategy Taiwan's 85 degrees Mode目 录摘 要...................................................................................................................................IAbstract..............................................................................................................................II1 研究背景........................................................................................................................12 品牌营销战略相关概念解析........................................................................................22.1 品牌的定义....................................................................
