餐饮品牌营销方法与策略优化研究——以功夫蛙为例

IF 2.6 3区经济学 Q1 Business, Management and Accounting

Journal of Business Economics and Management Pub Date : 2023-01-01 DOI:10.18178/joebm.2023.11.2.737

Danhua Zhao, Chaiyawit Muangmee, Jianlun Teng, Nusanee Meekaewkunchorn

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引用次数: 0

摘要

-成立于2015年的功夫青蛙餐厅品牌，在近六年的时间里，已经成为一个受欢迎的年轻时尚餐厅品牌。本文以食品、价格、服务、环境为一级评价指标，构建消费者满意度调查模型，通过消费者满意度调查，分析功夫蛙的品牌特点和营销方式，从而了解其营销策略，探索区域餐饮品牌的发展方法和路径，为构建具有区域特色的餐饮品牌提出相关建议。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Research on the Optimization of Marketing Methods and Strategies for Restaurant Brands — The Example of the Kungfu Froggy

— Established in 2015, the KUNGFU FROGGY restaurant brand has become a popular young and fashionable restaurant brand in nearly six years. In this paper, we use food, price, service and environment as the first-level evaluation indicators to build a consumer satisfaction survey model, analyze the brand characteristics and marketing methods of the KUNGFU FROGGY through consumer satisfaction surveys, so as to understand its marketing strategy, explore the development methods and paths of regional restaurant brands, and make relevant suggestions for building restaurant brands with regional characteristics.

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来源期刊

Journal of Business Economics and Management Multiple-

CiteScore

5.80

自引率

3.80%

发文量

审稿时长

15 weeks

期刊介绍： The Journal of Business Economics and Management is a peer-reviewed journal which publishes original research papers. The objective of the journal is to provide insights into business and strategic management issues through the publication of high quality research from around the world. We particularly focus on research undertaken in Western Europe but welcome perspectives from other regions of the world that enhance our knowledge in this area. The journal publishes in the following areas of research: Global Business Transition Issues Economic Growth and Development Economics of Organizations and Industries Finance and Investment Strategic Management Marketing Innovations Public Administration.