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随着餐饮市场竞争的加剧,餐饮企业之间的竞争已从产品的竞争上升到品牌的竞争;而品牌的竞争主要体现在品牌忠诚上,品牌忠诚决定了品牌的价值和影响力,进而影响到餐饮企业的竞争优势及其市场地位的建立和巩固。本文阐述了我国餐饮企业品牌忠诚的研究现状,针对我国餐饮企业品牌忠诚的驱动因素,提出了提高我国餐饮企业品牌忠诚的策略。
With the aggravating competition in the catering market, the competition among catering enterprises has risen from the competition of products to the competition of brands; the competition of brands has been mainly reflected in the brand loyalty; the brand loyalty determines the value and influence of the brand and thus affects The Competitive Advantage of Catering Enterprises and the Establishment and Consolidation of Their Market Positions. This paper expounds the research status quo of brand loyalty in China’s catering enterprises. In view of the driving factors of brand loyalty in China’s catering enterprises, this paper puts forward some strategies to improve the brand loyalty of China’s catering enterprises.