陕西省高等教育自学考试本科毕业论文肯德基的品牌道路研究主考院校：西安理工大学自考专业：工商企业管理指导老师：李明老师考生姓名：王大伟准考证号：070406010072010年3月第1页共38页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第1页共38页摘要随着我国加入世界贸易组织，企业间的竞争变得非常激烈，特别是自金融危机以来国外大企业、大品牌的涌入，使企业间的竞争趋向于白热化，国外世界品牌带着先进技术和雄厚的资金充斥各个行业，国内企业在一次又一次优胜劣汰的斗争中形成了品牌意识，逐步牢固地树立起了品牌观，当今企业之间的竞争就是品牌的竞争，品牌就是核心竞争力。现以肯德基发展为借鉴，了解其目前的发展状况和遇到的问题，分析原因，指出需要改进和完善的部分。提出建议，提高中国餐饮企业核心竞争力，创造中国餐饮业品牌。关键词：肯德基、品牌、连锁经营、餐饮业第2页共38页第1页共38页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第2页共38页AbstractWithChina'saccessiontotheworldtradeorganization,thecompetitionbetweenenterprisesbecomesveryintense.Especiallysincethefinancialcrisisandthegreatenterprisesandforeignenterprises,theinfluxofbrandcompetitionbetweentendstoheatup.Foreignworldbrandwithadvancedtechnologyandabundantcapitalfilledwithvariousindustries,domesticenterprisesinagainandagaininthestruggleofthesurvivalofthefittestformedbrandawareness,graduallyestablishfirmlythebrandconcept,today'scompetitionbetweenenterprisesisthebrandcompetition,andthebrandisthecorecompetitivepower.NowtoKFCforreference,thedevelopmentofthecurrentdevelopmentsituationandproblems,analyzethecauses,andsuggestedaneedtoimproveandperfectthepartandputsforwardsomeSuggestionsandcountermeasures.Chineseenterprisesenhancecorecompetitiveness,createbrandofChineserestaurant.Keywords:KFC,brand,chainoperation,catering第3页共38页第2页共38页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第3页共38页目录1绪论..............................................................................................................................................61.1快餐行业现状概述...........................................................................................................61.1.1解析快餐在国内发展背景和发展情况.................................................................61.1.2中国快餐发展趋势和特点....................................................................................61.2研究快餐品牌的原因和意义...........................................................................................61.2.1品牌的聚敛效应....................................................................................................61.2.2品牌的内敛效应....................................................................................................71.2.3品牌的稳定效应....................................................................................................72品牌发展现状和相关理论研究..................................................................................................72.1.品牌含义...........................................................................................................................72.1.1品牌以公众为中心................................................................................................72.1.2组织与产品是品牌载体........................................................................................82.1.3品牌的产生来自于公众认识.........................................................
