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对373位湘菜企业顾客进行问卷调查后,在利用SPSS19.0进行了描述性统计分析的基础上,探讨了湖南省湘菜企业品牌知名度的现状,结果表明:湖南省湘菜企业品牌知名度整体水平不高,各企业品牌知名度参差不齐。在此基础上提出了湘菜企业品牌知名度的提升策略,包括进行正确的品牌定位、提供优质的有个性的服务、打造有特色的品牌识别体统以及构建线上线下相结合的品牌推广模式。这对湖南省湘菜企业进行品牌建设具有一定的实践指导意义。
After a questionnaire survey was conducted among 373 Hunan enterprises, the status quo of brand awareness of Hunan enterprises in Hunan province was discussed based on descriptive statistical analysis using SPSS19.0. The results showed that the overall brand awareness of Hunan enterprises in Hunan Province was not high , All kinds of brand awareness is uneven. On the basis of this, this paper puts forward the strategy of enhancing the brand awareness of Hunan enterprises, including the correct brand positioning, providing high-quality personalized service, creating a distinctive brand identification system and building a brand promotion model combining online and offline. This Hunan enterprises Hunan brand building has a certain practical significance.