中国餐饮企业品牌国际化路径研究

发布时间：2018-07-28 09:15

【摘要】：随着经济的快速发展和转型升级,第三产业在我国国民经济中所占比重迅速增加,而作为第三产业重要组成部分的餐饮业也扮演着越来越重要的角色。近年来,我国餐饮市场规模不断扩大且收入持续增长,企业的综合实力也得到很大的提升。加之,国家商务部在2011年提出鼓励中餐企业“走出去”,积极开拓国际市场,由此揭开了中餐海外发展的第三次热潮。由此,一批新兴餐饮品牌积极投身海外市场,着力打造国际化的中餐品牌。根据我国生产制造类企业海外发展历程可知,品牌的建立和推广对企业立足海外市场至关重要,是企业国际化经营的高级阶段,因此,我国餐饮企业在历经两次海外发展浪潮之后,要吸取经验教训,顺应时代发展潮流,在海外目标市场重视品牌的建设和传播,重塑中餐企业海外发展形象,打造中国餐饮界的“肯德基”和“麦当劳”。所以,本文在借鉴我国加工制造类企业品牌国际化发展经验的基础上,根据餐饮企业的具体特点及实力水平,为其品牌国际化设计了优化发展路径。文章首先介绍了关于品牌国际化的国内外研究现状。然后,提出了我国餐饮企业推行品牌国际化战略的理论依据,并借助蛛网模型对我国几家具有代表性的餐饮企业进行品牌国际化程度测算,根据测算结果分析我国餐饮企业整体国际化水平及其品牌成长路径存在的问题。最后,根据4Ps组合营销理论和国际知名餐饮企业国际化发展经验为我国餐饮企业品牌国际化路径提供优化设计。在路径设计的基础上,文章从企业和政府两个层面分别提出了保证路径实施的对策建议。企业要从多个角度不断提升自身综合实力水平,同时政府要为企业实施走出去战略提供引导、支持和保护。企业和政府间的良性互动将极大促进我国餐饮企业的国际化发展,为打造世界级中餐品牌而共同努力。
[Abstract]:With the rapid development and upgrading of economy, the proportion of tertiary industry in our national economy is increasing rapidly, and the catering industry, as an important part of the tertiary industry, is playing a more and more important role. In recent years, the scale of catering market in our country has been expanding and the income is increasing continuously, and the comprehensive strength of enterprises has also been greatly improved. In addition, the Ministry of Commerce proposed in 2011 to encourage Chinese food enterprises to "go out" and actively open up the international market, thus opening up the third upsurge of overseas development of Chinese food. As a result, a number of emerging food brands actively engaged in overseas markets, focusing on the creation of international Chinese food brands. According to the overseas development history of manufacturing enterprises in China, the establishment and promotion of brands is very important for enterprises to base themselves on overseas markets and is the advanced stage of enterprises' international operation. After two waves of overseas development, Chinese catering enterprises should draw lessons, conform to the trend of development of the times, attach importance to the construction and dissemination of brands in overseas target markets, and reshape the overseas development image of Chinese food enterprises. The KFC and McDonald's in the Chinese restaurant industry. Therefore, based on the experience of brand internationalization development of processing and manufacturing enterprises in China, this paper designs an optimized development path for brand internationalization according to the specific characteristics and strength level of catering enterprises. This paper first introduces the research status of brand internationalization at home and abroad. Then, the paper puts forward the theoretical basis for the implementation of brand internationalization strategy by Chinese catering enterprises, and calculates the degree of brand internationalization of several representative catering enterprises with the help of cobweb model. According to the calculated results, the problems of the overall internationalization level and brand growth path of Chinese catering enterprises are analyzed. Finally, according to the 4Ps combination marketing theory and the international famous catering enterprise internationalization development experience, provides the optimized design for our country catering enterprise brand internationalization path. On the basis of the path design, the paper puts forward the countermeasures and suggestions to guarantee the implementation of the path from the two levels of enterprise and government. Enterprises should constantly improve their comprehensive strength from many angles, and the government should provide guidance, support and protection for enterprises to implement the strategy of going out. The benign interaction between the enterprises and the government will greatly promote the internationalization of Chinese catering enterprises and make joint efforts to create world-class Chinese food brands.
【学位授予单位】：宁波大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F719.3;F273.2

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