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Abstract：Under the environment of continuously updated market competition， Haidilao Restaurant Company， as a successful model of the catering industry， has an excellent reputation among the vast emerging consumer groups. This article examined the business situation of Haidilao Restaurant in Wuxi City， Jiangsu Province，in this paper， a questionnaire survey report is used to collect information and analyze the problems. On the basis of summarizing some issues in its development， this paper puts forward certain corresponding strategies to promote the brand image and commercial development of Haidilao Restaurant in Wuxi.
Key words： Haidilao， brand Image， questionnaire
Introduction
Under the environment of continuously updated market competition， Haidilao Restaurant Company， as a successful model of the catering industry， has an excellent reputation among the vast emerging consumer groups. This article examined the business situation of Haidilao Restaurant in Wuxi City， Jiangsu Province. In this paper， a questionnaire survey report is used to collect information and analyze the problems. On the basis of summarizing some issues in its development， this paper puts forward certain corresponding strategies to promote the brand image and commercial development of Haidilao Restaurant in Wuxi.
I.Introduction of Brand Image
Hot pot is a typical food in China， and the Sichuan and Chongqing region of the hot pot are famous， in many hot pot brands， haidilao hot pot is at the top， haidilao has become a well-known domestic hot pot brand. So what is the definition of a brand? Brand is not only a symbol structure， a symbol of a product， but also a comprehensive reflection and embodiment of the cultural form of enterprises， products and society. Brand is not only a property right of enterprises and the understanding of consumers， but also a carrier of the relationship between enterprises， products and consumers.
（一）Definition
Brand image is defined as a collection of images and concepts of various elements existing in people’s psychology， mainly brand knowledge and people’s main attitude towards the brand. It represents the consumers’ impression and evaluation of the brand. It is the aggregation of all thoughts of customers to the brand， which determines its competitiveness in the market.
At the mention of the product name， people will recall something special about this product. This linkage between the brand and the picture in the mind of people establishes the brand image. The functionality of the product is the fundamental essence of the brand image， which includes usage， color， durability etc. It may be youth， elegance， decency， treasure， pride， nobility， charm， etc. It can be evaluated through quantification， and is usually measured by two indicators， brand awareness， which represents how well a brand is known among the public， and brand reputation， which represents whether consumers prefer a brand.
（二）Bell Brand Image Model
Alexander L. Biel proposed that brand image is represented by three types of images： image of company， image of user and image of product. Brand image is composed of two parts：”hard” and “soft” attributes. Among them， the former is the recognition of the objective aspects of the product such as function， while the latter represents the subjective aspects of the brand. For the three kinds of images， all of them have hard and soft attributes.
The “Hard” attribute is the recognition of functional features of a brand. For instance， for a house， the related hard feature is accommodation. This objective aspect is vital for a brand. Once a brand monopolizes a functionality， the brand name becomes the product name and other brands will lose competitiveness. Some famous brands are functionally unique， and take a monopoly position in certain functional features. The “soft” attribute represents the subjective aspect of the brand. For example， the Mustang is tend to associate with wild masculinity. This soft features are also critical brands. After this type of emotion is built， monopoly ensues. People integrate all sorts of information about the corporation and experience of using its products into the image of a company. This is a critical process for the formation of a brand image.
Bell model proposed that brand image comprises of user image， company image， and service image. There are three kinds of images in any brand. However， these three products exhibit very different importance in different context. For instance， wheat and rice are necessities of life， which are used and consumed by everyone. Therefore the user image is unclear. However， there are certain products， people purchase and use on a daily basis， but many of them do not know about the manufacture. Therefore， the company image is impossible to be remember. When it comes to luxury or special products， consumers are usually aware of the three images for them. Furthermore， the special products fall into the image brand category， in order to build a unique brand image and establish a competitive advantage.
II. Status of Haidilao Brand Development
Haidilao’s expansion has accelerated significantly in recent years. According to the prospectus， this catering company which was founded in 1994 only opened 100 chain stores in 2014， which took 20 years. However， by may 2018， the number of Haidilao stores has reached 320， and 220 stores have been opened for four years， including 97 in 2017 alone， up 55.1% year on year. According to the prospectus， Haidilao plans to open another 180-220 stores this year. In 2017， Haidilao’s kitchen food hygiene and safety issues once pushed the company to the forefront of public opinion， but from the figures provided in the prospectus， the speed of opening stores and the growth of revenue of Haidilao were not significantly affected by the event.
According to the data released in the prospectus， the daily sales volume of Haidilao’s single store in the second tier city is 156000 yuan， even higher than 154000 yuan in the first tier city. In contrast， the single store sales volume of third tier and below cities is 110000 yuan， which is still in the cultivation period.
The rapid expansion undoubtedly increases the uncertainty of management. Wang Dongming， a consultant in the catering industry， told Caijing that after listing， the amount of funds raised by Haidilao will increase significantly， but the risk of its catering business will be transferred to the capital market accordingly. “If Haidilao is not well managed， the loss will be made up by stock，” he said.
Of course， Haidilao can develop a large catering group with an annual income of more than 10 billion， and its competitiveness in the industry can also be seen. Cao Liyun， vice president of zhongmeilian group， believes that the biggest advantages of Haidilao are the enterprise culture， product standardization， management system and the guarantee of human resources.
（一）. Development of Haidilao Chain Restaurant
Sichuan Haidilao catering Co.， Ltd. was founded by Zhang Yong in 1994. It is a large-scale cross provincial private hot pot chain restaurant. Haidilao is specialized for Sichuan style hot pot and assimilates the features of hot pot from other regions. After 20 years of development， it has become the leader in the catering industry with nearly 20000 employees and more than 190 direct stores in nearly 60 cities across the country. It also has many restaurants in Singapore， Europe， the United States， South Korea， Japan and other overseas countries.
（二）. Characteristic Culture of Haidilao
Haidilao consistently sticks to the motto of “service first， customer first”， with innovation as the center， optimizes and standardizes service， promotes individualized service， and takes attentive service. Haidilao vows to provide consumers with “considerate， warm and comfortable” services. As for management， it advocates the values of hard work， establish a good working environment， implement a friendly-like or family-like management style. In addition， Haidilao has consistently stressed the importance of “one-to-one service quality”. This company’s culture and service notion of customer as the first can be regarded as a great innovation. Haidilao always attaches great importance to customer satisfaction， and the company culture also focuses on customer satisfaction. Through one-to-one service， customers can experience intimacy and care during the dining process. It is believed that people who have enjoyed the Haidilao service can have profound experience on this.
In addition， little is known that Haidilao also attaches great importance to betterment and well being for employee. Employees are critical assets of enterprises， while a lot of companies only focus on getting along with customers， but ignore the concern for employees. They only give material rewards to employees who perform well， but ignore the spiritual incentives for employees， which is not conducive to the construction of corporate culture. In addition to empowering grass-roots employees mentioned above， the spiritual encouragement of Haidilao to employees also makes Haidilao a top brand enterprise in hot pot industry. However， with the continuous renovation of hotpot catering industry， more and more enterprises begin to follow the corporate culture and service model of Haidilao. Therefore， if Haidilao wants to continue to be the top one and remain invincible， it must be more innovative.
Furthermore， Haidilao adopts a series of additional products， value-added services， etc. Haidilao’s service design includes pre-meal services， such as free manicure， shoeshine， chess and card， Internet， fruits and drinks. In meal， service includes fast meal service and no waiting for customers. After meal， service includes chewing gum， small gifts and food packaging. Parking attendance， free car cleaning， free snacks， internet， newspapers are available. These additional services give customers expectations， bringing customers unexpected surprises and services. So although the price is higher than similar restaurants， it is still very popular among customers.
（三）Opportunities and Potential of Wuxi Haidilao
In Wuxi City， all managers of Haidilao are trained step by step from the recruitment of junior staff， starting from the grass-roots level. There is no airborne manager， and the educational background requires college or higher. The assessment and promotion path take about 6 months on average from junior waiter to Senior Waiter， with the elimination rate reaching 50%； after becoming a senior employee， it needs to go through the duty manager， lobby manager and chef management positions， and then the reserve store manager， who needs to become the store manager firstly and be selected by the master. The assessment standard of the reserve store manager is more comprehensive， including management assessment， skill assessment， finance， employee care， etc. From senior middle school employees to store managers， the average time is about one year. It is reported that one store manager of Haidilao was trained about two years ago， and now the speed is about doubled. About 6-8 months later， employees are expected to be rated as store managers. The decisive factors of employees’ “on top” are mainly response speed， customer complaints and customer satisfaction. With the rise of the position， the salary level of senior employees will also be pulled apart from that of ordinary employees. For example， the salary level of senior employees is about three times of that of junior employees. The monthly salary of junior employees is about 3000 yuan， and the salary of senior employees is about 6000-15000 yuan， which is not capped. The gap between senior employees and store managers has been widened three times.
Haidilao’s fixed monthly salary is about 35000 yuan， and there is also an incentive mechanism. Through the way of training apprentices， managers can get more than 3% of the net profit of apprentice stores. Under the three-level distribution mode of Haidilao， a store manager can get the net profit share of apprentice store and apprentice store at most. Taking the commission into account， the manager of Haidilao can earn about 100000 to 120000 yuan a month.
III. Research Methodology
Wuxi Haidilao is a hot pot chain restaurant that primarily provides Sichuan hotpot and integrates the characteristics of hotpot in different places. Haidilao’s business philosophy is to continuously launch new products and provide accurate， fast， friendly and reliable services for customers. Haidilao is very popular among Wuxi native people. However， with the increasingly drastic competition in the market， the nature of competition in the enterprise market has undergone a revolutionary change. Especially for the catering service industry， with the breaking of the market economy barriers to the service industry， the competition in the service market is becoming increasingly tough. In recent years， the catering industry in the central street has been growing. In order to win in the competition， enterprises must constantly meet the needs of customers， enhance customer satisfaction， and establish customer loyalty. Moreover， with the continuous improvement of living standards， people no longer only meet the basic needs of life， but pay more attention to personalized catering services. The customers always play an important role in affecting the trend of the market. Therefore， Haidilao store should focus on the change of consumer needs， improve customer relationship and maintain existing customers. Whether from the changes of competitors or from the changes of customers themselves， establishing customer loyalty has become the core issue of Haidilao store for a long time at present and in the future. This survey report is based on the evaluation and analysis of customer satisfaction of Haidilao restaurant in Wuxi， aiming at the problems existing in the customer satisfaction index system， putting forward improvement measures， so as to improve the customer satisfaction of Haidilao and build customer loyalty. And this study uses the method of empirical statistical verification， through the targeted and localized adjustment of bell model to make measurement scale， collect first-hand data， carry out statistical analysis and verification， summarize the conclusions， and get some meaningful management enlightenment. The innovation of this study is that bell brand image measurement model is applied to the local catering market for the first time to verify the usefulness and reliability of the model.
（一）Research Questions
The purpose of the market survey of Haidilao restaurant is to study the situation of customer satisfaction， understand customers’ needs and expectations， investigate customers’ perception of service quality， handle complaints and customer loyalty satisfaction， improve service quality， calculate customer satisfaction indicators and comprehensive indicators， identify customers’ attitudes towards products， services and personnel， and propose improvement measures to improve customer satisfaction of Haidilao. This research on brand image of Haidilao is based on the Bell model
（二）Subjects
The survey started on April 20， 2019 and lasted for 8 days as of April 27. The respondents were mainly consumers who used to have meal in Haidilao restaurant in Wuxi， mainly young people， including social groups and college students. A total of 200 questionnaires were issued. And 186 effective questionnaires were actually recovered， with a total recovery rate of 93%
（三）Instruments
Questionnaire survey is an approach of harvesting data by raising various relevant questions and requesting the respondents to answer.
The evaluation system of customer satisfaction is a multi-angle structure， and the connotation of customer satisfaction can be expressed by setting hierarchy index with structured hierarchy structure. It can clearly show the distribution degree of satisfaction， and can really understand which factors customers are satisfied with and which factors they are not satisfied with， so that Haidilao store can understand its own advantages and disadvantages， opportunities and threats， by this way service management can be based on the needs of customers and achieves a targeted goal. In this report， consumer satisfaction is divided into four levels， which are expressed by： A means very satisfied， B means relatively satisfied， C means generally satisfied and D means dissatisfied. This method can directly and clearly measure customer satisfaction. The Questionnaire was issued to customers at the Haidilao Hotpot （Suning Plaza Store， 703， 7th floor， Suning Plaza， No. 111， Renmin Middle Road， Liangxi District， Wuxi City）
Questionaire of Haidilao Brand Image
In，order，to，understand，the，popularity，and，reputation，of，Haidilao，company，in，the，catering，market，and，the，image，of，Haidilao，hotpot，store，in，your，mind，we，have，made，a，questionnaire，for，this，purpose.，It，takes，you，five，minutes，to，finish，the，questionnaire.，I，hope，you，can，spare，your，precious，time，to，cooperate，with，us，to，complete，the，questionnaire.，We，will，keep，all，your，relevant，information，in，the，investigation，confidential.，Please，fill，it，in，at，ease.，Thank，you，very，much.
（Name??? Gender ??? Correspondence ???）
Telephone??? Profession???
1. How old are you?
A.below 20. B. 20-30. C. 30-50. D. above 50
2. How often do you eat outside each weak?
A.more than 10 times. B. 5-10 times. C. 1-5 times. D. never
3. What is your monthly income? （optional）
A.below 3000. B. 3000-5000. C. 5000-8000. D. 8000-10000. E. above 10000
4. Do you like hot pot food?
A. yes， very much. B. yes C. not too much. D. no
4. Have you ever heard about Haidilao Restaurant?
A.heard about it and never eat there before
B. eat there before.
C. never heard about it
5. How do you get to know about Haidilao?
A. Newspapers. B. Magazines. C. Internet. D.Cell Phone， E. Learn from friends. F. others
6. What impression did Haidilao give you?
A. good eating environment，feel comfortable
B. environment is ok
C. environment is not good
7. What do you think about the price of food in Haidilao?
A. very expensive， but worth it. B. very expensive， not worth it
C. Average price. D. not expensive
8.What do you think about the service of waiters/waitress?
A. very unsatisfactory. B. unsatisfactory. C. average. D.satisfactory. E. very satisfactory
9. What do you think about the food in Haidilao?
A. novel and original， many kinds， and tasty.
B. average，not many kinds， and tasty.
C. very common，few kinds， average taste
D. very simple，few kinds， not tasty
10.How do you think about the dining environment for Haidilao?
A. very satisfactory. B. Satisfactory. C. average. D. unsatisfactory. E. very unsatisfactory 11. Have you visited the website or WeChat official accounts of Haidilao recently?
A. Yes， but did not follow. B. Yes， and followed. C. Never visited. D. Not interested
12.What aspects do you think the Haidilao restaurant needs to improve?
Date of Survey ??? Location of Survey ??? Person of Survey ???
Ⅳ. Data Analysis
According to the results of questionnaire survey， most of the consumption of Haidilao is in the 20-30-year-old group， accounting for about 48%； the proportion of employees and students is the highest， accounting for about 42% and 36%， respectively； most of the monthly income is under 3000 yuan， accounting for about 43%； most of the consumption in Haidilao is about once every six months， accounting for about 28%. 41% of them are basically satisfied with Haidilao’s dishes， and 31% of them think the dishes are ordinary. 36% of them are very satisfied with Haidilao’s restaurant service， 31% are basically satisfied， and 30% think the service is ordinary. 38% are very satisfied with the dining environment， 30% are basically satisfied， and 30% are average.
From these results， we can see Haidilao is very popular in Wuxi city， and customers are generally satisfied with food and service.
（一）Stores
At present， Haidilao has 7 branches in Wuxi， including 3 in Liangxi District， 2 in Binhu District， 1 in Xishan District and 1 in Xinwu District， among which the hot business areas such as Henglong， Maoye， babiban and IKEA are the main ones. （the data comes from Baidu map， Gaode map， Tencent map， Volkswagen review， data technology group of CITIC Securities Research Department）. In the latest disclosed interim performance report of Haidilao group， as of June 30， 2019， there were 378 employees in Wuxi Branch of Haidilao group. The corresponding half year staff cost expenditure is 52 million yuan， equivalent to 82600 yuan per capita annual cost of restaurant staff. In half a year alone， it increased by 13.8% compared with the same period of the previous year.
4.1.1 Location of Stores
The rapid development of catering industry attracts investment for business startup or expansion. There are many factors that need to be considered in the site selection of restaurants， including geography， traffic conditions， economy， market and population. Where to build a factory or establish service facilities， is not only dictated by investment and construction speed， but also to a large extent will affect the cost of building， thus affecting the production and profits of enterprises. In particular， the location of service industry facilities will directly affect the turnover of the stores. Haidilao， as a new service enterprise which integrates the characteristics of hotpot in different regions and has a certain degree of brand awareness and consumer cohesion in major cities across the country， cleverly pays attention to some factors when choosing the opening address of the store. As traditional Chinese food， hot pot has the unique charm of attracting families and friends to gather at a table and have a toast. Therefore， the key word of hot pot should be passion， which is exactly sought after by many young social consumers and middle-aged consumers who need to promote relationships. Therefore， it is reasonable for Haidilao to locate its stores in the bustling urban areas of Nanchan temple， Qingming bridge and Maoye shopping center.
In addition， the traffic situation is also a vital factor that can not be ignored. In fact， the location rules of Haidilao’s stores are obvious. It is a very convenient decision to set up the distribution lines of stores along the main urban traffic arteries and important public transport. For the consumer groups who walk or take public transportation， it is very labor-saving for the consumer stores to be close to the subway station and bus station； for the consumer groups who have private cars， the stores with elevated surrounding areas and large parking lots will be very labor-saving. Secondly， from the perspective of the huge demand for raw materials （including food materials and pot bottom seasoning） of hotpot stores， the traffic situation is also a key point.
4.1.2 Design of Stores
Haidilao expects to subvert customers’ consistent impression of traditional Sichuan style hotpot shop with fashionable and innovative interior design， and bring consumers a new consumption experience. Designers choose to abandon the miscellaneous design elements and keep the details of the design properly， so as to adapt to the needs of the subsequent expansion of the store replication， and create a “peaceful comfort” for the diners that can not tolerate noisy hot pot store in the past， so that they are immersed in the joy of enjoying the delicious food. Under the condition of limited mesa area and business area， the designer continues the design concept of “public， open and interesting”， reorganizes the space， and tries to divide the space with virtual boundaries. The designer has designed several groups of box ceiling models to replace the solid space plate. They are like pavilions in the garden， only with the roof shape， but also in the invisible to build a sense of closure. The regular and constant block distribution creates a unified store view. After the boundary of the space disappears， the waiters can freely shuttle in the restaurant to serve the diners without being blocked. Different from the traditional round table dining， the design of the bar at the door provides another hot pot experience mode， which also adds interest to the space， and at the same time， it can attract more potential customers who walk outside the shop. As the primary business product of Haidilao store in Wuxi City is hot pot， which has the meaning of red fire and enthusiasm， the billboard outside the store is mainly based on red， which is not only simple and generous but also unique in modern design. At the entrance， the stores in Wuxi area also add some local characteristics， such as： Water Town impression Yi Labao， lakeside light Diaoyutai and Lingshan Giant Buddha an interactive platform. In addition， according to the different needs of women， men and children， free manicure area， free shoeshine area and escort amusement park area are added to enhance the small experience of all kinds of people and bring a little sense of ceremony to the dull urban life.
Five stores in Haidilao store of Wuxi City adopt the decoration theme style of light style and bright color. At the same time， the wide hall is separated by small partitions， which provides consumers with a good private space， making it convenient for the exchange of colleagues. And just like the traditional store， it provides a good configuration of soy sauce， so that consumers can help themselves with soy sauce and snacks according to personal preferences， which seems particularly warm and in line with the current thrifty social atmosphere.
The layout of tables and chairs in the store hall is also a very exquisite art. In order to place more seats in the limited space as much as possible without overcrowding the customers， 85.7% of Wuxi Haidilao stores basically use square tables and round tables. There are： multi person circular sofa card seat， more humanity comfortable round table， most of the tables are equipped with sofa （the outside part of the round table is equipped with sofa chair）. The common height of the table is 75 cm， the height of the chair is about 45 cm to 50 cm， and the height of the sofa is kept at 40 cm， which conforms to the comfortable area of human mechanics. In the bathroom of Haidilao store in Wuxi City， there are lots of small green bonsai， which beautifies the overall environment of the restaurant and makes the hot pot store with red as the keynote feel more cool.
（二）Brand Experience
Brand experience is generated under the background of “comprehensive experience consumption pattern”. With the progress of material civilization and the improvement of living standard， people’s demand for functional benefits has been greatly satisfied. It will become more and more important whether the brand can go beyond the function of the product to give consumers sensory or value satisfaction. To put it simply， the brand should not only have the benefit of “function”， but also have the freshness of “experience” or “emotion”. 4.2.1 Brand App Construction
Haidilao is a symbol enterprise of innovation. It has started a new transformation through advanced Internet technology， cooperated with Alibaba Cloud and other enterprises. Dataphin and Quick Bi， two sets of products from Alibaba cloud data center， provide technical assistance to Haidilao. With the emergence of super app， Haidilao has the service ability of private Customization. All the data of more than 400 stores across the country are synchronized in the cloud together； and then， 30 million member data of Haidilao will be archived.
The key is to take advantage of internet and artificial intelligence technology to increase the operating efficiency of Haidilao stores， and lower costs and increase revenues. The Super-app can perform numerous functions such as number arrangement， reservation and smooth ordering， and integrates functions and technologies in an innovative way. On the basis of functionality， it provides users with entertainment services such as music， movie and social media， as well as 24-hour online service of intelligent customer service. The most advanced function about this super-app is to document and archive the taste and food preference of every consumer. Using the super-app， consumers can have access to the menu， special food and other promotional information， etc.
Super-app enables stores and users to have a closer connection， harvest the entire data and evaluates all consumers according to various preference of app users. Through data processing， Haidilao can meet the needs of app users and customers more accurately， know the taste and food preferences of customers， carry out recommendation to users， and improve the user’s sense of consumption experience.
4.2.2 Robot Service
With the development of new artificial intelligence technology， smart restaurant is no longer a new word. In 2017， Haidilao’s first “smart restaurant” has been opened to the public. This restaurant， which gathers a variety of intelligent technologies， has transformed the ordering， side dishes， serving and serving links of customers with artificial intelligence technology. For example， for the “immersion” experience of dining environment， consumers can customize the taste of the pot bottom on site， and create exclusive files for customers.
The introduction of robot waiter or waitress into Haidilao’s new smart restaurant proves that intelligent catering is the future development trend. After all， robots are really worth looking forward to in terms of cost reduction and efficiency improvement. The Haidilao robot waiter is programmed in the highly intense service demand of catering. In addition to practical and simple high beauty design， its mobile ability can also not be underestimated. It is equipped with the compound positioning and navigation technology independently developed by Qinglang intelligent， which is based on multi-sensor fusion such as lidar， machine vision and depth vision. It can perform real-time relocation moves in centimeter level， transfer food to the customer table and deliver dishes at multiple points accurately. It can bypass fixed objects such as chair legs accurately， plan the delivery route intelligently， and ensure the stability and safety during work. The most direct advantage is to reduce the workload and number of service employees and lower labor costs. Of course， after the release of the food delivery personnel， they will also focus more on people-oriented services， so as to improve customer dining experience and service efficiency. It is said that with the application of new technology， in an ideal state， the whole process of sending meals can be completed in only 2 minutes. Haidilao has a high expectation for it， and hopes to be able to successfully hand over the mechanical repeated delivery of dishes to the robot， so as to promote a qualitative leap in the catering industry.
（三）Channel construction
In terms of material distribution， Haidilao currently boasts of 7 large-scale modern logistics distribution bases and two raw material production bases. Seven large-scale logistics and distribution bases are respectively set up in Beijing， Shanghai， Xi’an， Zhengzhou， Chengdu， Wuhan and Dongguan. To realize “large-scale procurement， production mechanization， storage standardization and distribution modernization”， a large-scale logistics and supply system integrating procurement， processing， storage and distribution was established. The production base of base material and seasoning in Zhengzhou has the record of export enterprises qualifications. Haidilao has implemented centralized procurement and unified distribution management of materials， reducing the operation cost of the store. Haidilao has a large-scale raw material survival base， invested with over 20 million yuan. As a result， the cost of raw materials for Haidilao， which has a large demand for raw materials， can negotiate with suppliers， and the large-scale mass manufacture also lowers the operating cost. Secondly， dynamic inventory has effectively standardized the inventory management by standardizing and unifying basic food materials， taking flexible measures such as dynamic inventory. Economies of scale is vital for Haidilao， because mass procurement lowers cost.
（四）Suggestions
Haidilao boasts of excellent services as the key competitiveness of corporation development. With the rapid development of science and technology and the rapid economic growth， Haidilao can take advantage of internet and artificial technology to carry out brand marketing， which will win more customers. In the meantime， it should implement new measures， solidify the relevant rules and regulations of enterprises， and adopt differentiation strategies.
Key words： Haidilao， brand Image， questionnaire
Introduction
Under the environment of continuously updated market competition， Haidilao Restaurant Company， as a successful model of the catering industry， has an excellent reputation among the vast emerging consumer groups. This article examined the business situation of Haidilao Restaurant in Wuxi City， Jiangsu Province. In this paper， a questionnaire survey report is used to collect information and analyze the problems. On the basis of summarizing some issues in its development， this paper puts forward certain corresponding strategies to promote the brand image and commercial development of Haidilao Restaurant in Wuxi.
I.Introduction of Brand Image
Hot pot is a typical food in China， and the Sichuan and Chongqing region of the hot pot are famous， in many hot pot brands， haidilao hot pot is at the top， haidilao has become a well-known domestic hot pot brand. So what is the definition of a brand? Brand is not only a symbol structure， a symbol of a product， but also a comprehensive reflection and embodiment of the cultural form of enterprises， products and society. Brand is not only a property right of enterprises and the understanding of consumers， but also a carrier of the relationship between enterprises， products and consumers.
（一）Definition
Brand image is defined as a collection of images and concepts of various elements existing in people’s psychology， mainly brand knowledge and people’s main attitude towards the brand. It represents the consumers’ impression and evaluation of the brand. It is the aggregation of all thoughts of customers to the brand， which determines its competitiveness in the market.
At the mention of the product name， people will recall something special about this product. This linkage between the brand and the picture in the mind of people establishes the brand image. The functionality of the product is the fundamental essence of the brand image， which includes usage， color， durability etc. It may be youth， elegance， decency， treasure， pride， nobility， charm， etc. It can be evaluated through quantification， and is usually measured by two indicators， brand awareness， which represents how well a brand is known among the public， and brand reputation， which represents whether consumers prefer a brand.
（二）Bell Brand Image Model
Alexander L. Biel proposed that brand image is represented by three types of images： image of company， image of user and image of product. Brand image is composed of two parts：”hard” and “soft” attributes. Among them， the former is the recognition of the objective aspects of the product such as function， while the latter represents the subjective aspects of the brand. For the three kinds of images， all of them have hard and soft attributes.
The “Hard” attribute is the recognition of functional features of a brand. For instance， for a house， the related hard feature is accommodation. This objective aspect is vital for a brand. Once a brand monopolizes a functionality， the brand name becomes the product name and other brands will lose competitiveness. Some famous brands are functionally unique， and take a monopoly position in certain functional features. The “soft” attribute represents the subjective aspect of the brand. For example， the Mustang is tend to associate with wild masculinity. This soft features are also critical brands. After this type of emotion is built， monopoly ensues. People integrate all sorts of information about the corporation and experience of using its products into the image of a company. This is a critical process for the formation of a brand image.
Bell model proposed that brand image comprises of user image， company image， and service image. There are three kinds of images in any brand. However， these three products exhibit very different importance in different context. For instance， wheat and rice are necessities of life， which are used and consumed by everyone. Therefore the user image is unclear. However， there are certain products， people purchase and use on a daily basis， but many of them do not know about the manufacture. Therefore， the company image is impossible to be remember. When it comes to luxury or special products， consumers are usually aware of the three images for them. Furthermore， the special products fall into the image brand category， in order to build a unique brand image and establish a competitive advantage.
II. Status of Haidilao Brand Development
Haidilao’s expansion has accelerated significantly in recent years. According to the prospectus， this catering company which was founded in 1994 only opened 100 chain stores in 2014， which took 20 years. However， by may 2018， the number of Haidilao stores has reached 320， and 220 stores have been opened for four years， including 97 in 2017 alone， up 55.1% year on year. According to the prospectus， Haidilao plans to open another 180-220 stores this year. In 2017， Haidilao’s kitchen food hygiene and safety issues once pushed the company to the forefront of public opinion， but from the figures provided in the prospectus， the speed of opening stores and the growth of revenue of Haidilao were not significantly affected by the event.
According to the data released in the prospectus， the daily sales volume of Haidilao’s single store in the second tier city is 156000 yuan， even higher than 154000 yuan in the first tier city. In contrast， the single store sales volume of third tier and below cities is 110000 yuan， which is still in the cultivation period.
The rapid expansion undoubtedly increases the uncertainty of management. Wang Dongming， a consultant in the catering industry， told Caijing that after listing， the amount of funds raised by Haidilao will increase significantly， but the risk of its catering business will be transferred to the capital market accordingly. “If Haidilao is not well managed， the loss will be made up by stock，” he said.
Of course， Haidilao can develop a large catering group with an annual income of more than 10 billion， and its competitiveness in the industry can also be seen. Cao Liyun， vice president of zhongmeilian group， believes that the biggest advantages of Haidilao are the enterprise culture， product standardization， management system and the guarantee of human resources.
（一）. Development of Haidilao Chain Restaurant
Sichuan Haidilao catering Co.， Ltd. was founded by Zhang Yong in 1994. It is a large-scale cross provincial private hot pot chain restaurant. Haidilao is specialized for Sichuan style hot pot and assimilates the features of hot pot from other regions. After 20 years of development， it has become the leader in the catering industry with nearly 20000 employees and more than 190 direct stores in nearly 60 cities across the country. It also has many restaurants in Singapore， Europe， the United States， South Korea， Japan and other overseas countries.
（二）. Characteristic Culture of Haidilao
Haidilao consistently sticks to the motto of “service first， customer first”， with innovation as the center， optimizes and standardizes service， promotes individualized service， and takes attentive service. Haidilao vows to provide consumers with “considerate， warm and comfortable” services. As for management， it advocates the values of hard work， establish a good working environment， implement a friendly-like or family-like management style. In addition， Haidilao has consistently stressed the importance of “one-to-one service quality”. This company’s culture and service notion of customer as the first can be regarded as a great innovation. Haidilao always attaches great importance to customer satisfaction， and the company culture also focuses on customer satisfaction. Through one-to-one service， customers can experience intimacy and care during the dining process. It is believed that people who have enjoyed the Haidilao service can have profound experience on this.
In addition， little is known that Haidilao also attaches great importance to betterment and well being for employee. Employees are critical assets of enterprises， while a lot of companies only focus on getting along with customers， but ignore the concern for employees. They only give material rewards to employees who perform well， but ignore the spiritual incentives for employees， which is not conducive to the construction of corporate culture. In addition to empowering grass-roots employees mentioned above， the spiritual encouragement of Haidilao to employees also makes Haidilao a top brand enterprise in hot pot industry. However， with the continuous renovation of hotpot catering industry， more and more enterprises begin to follow the corporate culture and service model of Haidilao. Therefore， if Haidilao wants to continue to be the top one and remain invincible， it must be more innovative.
Furthermore， Haidilao adopts a series of additional products， value-added services， etc. Haidilao’s service design includes pre-meal services， such as free manicure， shoeshine， chess and card， Internet， fruits and drinks. In meal， service includes fast meal service and no waiting for customers. After meal， service includes chewing gum， small gifts and food packaging. Parking attendance， free car cleaning， free snacks， internet， newspapers are available. These additional services give customers expectations， bringing customers unexpected surprises and services. So although the price is higher than similar restaurants， it is still very popular among customers.
（三）Opportunities and Potential of Wuxi Haidilao
In Wuxi City， all managers of Haidilao are trained step by step from the recruitment of junior staff， starting from the grass-roots level. There is no airborne manager， and the educational background requires college or higher. The assessment and promotion path take about 6 months on average from junior waiter to Senior Waiter， with the elimination rate reaching 50%； after becoming a senior employee， it needs to go through the duty manager， lobby manager and chef management positions， and then the reserve store manager， who needs to become the store manager firstly and be selected by the master. The assessment standard of the reserve store manager is more comprehensive， including management assessment， skill assessment， finance， employee care， etc. From senior middle school employees to store managers， the average time is about one year. It is reported that one store manager of Haidilao was trained about two years ago， and now the speed is about doubled. About 6-8 months later， employees are expected to be rated as store managers. The decisive factors of employees’ “on top” are mainly response speed， customer complaints and customer satisfaction. With the rise of the position， the salary level of senior employees will also be pulled apart from that of ordinary employees. For example， the salary level of senior employees is about three times of that of junior employees. The monthly salary of junior employees is about 3000 yuan， and the salary of senior employees is about 6000-15000 yuan， which is not capped. The gap between senior employees and store managers has been widened three times.
Haidilao’s fixed monthly salary is about 35000 yuan， and there is also an incentive mechanism. Through the way of training apprentices， managers can get more than 3% of the net profit of apprentice stores. Under the three-level distribution mode of Haidilao， a store manager can get the net profit share of apprentice store and apprentice store at most. Taking the commission into account， the manager of Haidilao can earn about 100000 to 120000 yuan a month.
III. Research Methodology
Wuxi Haidilao is a hot pot chain restaurant that primarily provides Sichuan hotpot and integrates the characteristics of hotpot in different places. Haidilao’s business philosophy is to continuously launch new products and provide accurate， fast， friendly and reliable services for customers. Haidilao is very popular among Wuxi native people. However， with the increasingly drastic competition in the market， the nature of competition in the enterprise market has undergone a revolutionary change. Especially for the catering service industry， with the breaking of the market economy barriers to the service industry， the competition in the service market is becoming increasingly tough. In recent years， the catering industry in the central street has been growing. In order to win in the competition， enterprises must constantly meet the needs of customers， enhance customer satisfaction， and establish customer loyalty. Moreover， with the continuous improvement of living standards， people no longer only meet the basic needs of life， but pay more attention to personalized catering services. The customers always play an important role in affecting the trend of the market. Therefore， Haidilao store should focus on the change of consumer needs， improve customer relationship and maintain existing customers. Whether from the changes of competitors or from the changes of customers themselves， establishing customer loyalty has become the core issue of Haidilao store for a long time at present and in the future. This survey report is based on the evaluation and analysis of customer satisfaction of Haidilao restaurant in Wuxi， aiming at the problems existing in the customer satisfaction index system， putting forward improvement measures， so as to improve the customer satisfaction of Haidilao and build customer loyalty. And this study uses the method of empirical statistical verification， through the targeted and localized adjustment of bell model to make measurement scale， collect first-hand data， carry out statistical analysis and verification， summarize the conclusions， and get some meaningful management enlightenment. The innovation of this study is that bell brand image measurement model is applied to the local catering market for the first time to verify the usefulness and reliability of the model.
（一）Research Questions
The purpose of the market survey of Haidilao restaurant is to study the situation of customer satisfaction， understand customers’ needs and expectations， investigate customers’ perception of service quality， handle complaints and customer loyalty satisfaction， improve service quality， calculate customer satisfaction indicators and comprehensive indicators， identify customers’ attitudes towards products， services and personnel， and propose improvement measures to improve customer satisfaction of Haidilao. This research on brand image of Haidilao is based on the Bell model
（二）Subjects
The survey started on April 20， 2019 and lasted for 8 days as of April 27. The respondents were mainly consumers who used to have meal in Haidilao restaurant in Wuxi， mainly young people， including social groups and college students. A total of 200 questionnaires were issued. And 186 effective questionnaires were actually recovered， with a total recovery rate of 93%
（三）Instruments
Questionnaire survey is an approach of harvesting data by raising various relevant questions and requesting the respondents to answer.
The evaluation system of customer satisfaction is a multi-angle structure， and the connotation of customer satisfaction can be expressed by setting hierarchy index with structured hierarchy structure. It can clearly show the distribution degree of satisfaction， and can really understand which factors customers are satisfied with and which factors they are not satisfied with， so that Haidilao store can understand its own advantages and disadvantages， opportunities and threats， by this way service management can be based on the needs of customers and achieves a targeted goal. In this report， consumer satisfaction is divided into four levels， which are expressed by： A means very satisfied， B means relatively satisfied， C means generally satisfied and D means dissatisfied. This method can directly and clearly measure customer satisfaction. The Questionnaire was issued to customers at the Haidilao Hotpot （Suning Plaza Store， 703， 7th floor， Suning Plaza， No. 111， Renmin Middle Road， Liangxi District， Wuxi City）
Questionaire of Haidilao Brand Image
In，order，to，understand，the，popularity，and，reputation，of，Haidilao，company，in，the，catering，market，and，the，image，of，Haidilao，hotpot，store，in，your，mind，we，have，made，a，questionnaire，for，this，purpose.，It，takes，you，five，minutes，to，finish，the，questionnaire.，I，hope，you，can，spare，your，precious，time，to，cooperate，with，us，to，complete，the，questionnaire.，We，will，keep，all，your，relevant，information，in，the，investigation，confidential.，Please，fill，it，in，at，ease.，Thank，you，very，much.
（Name??? Gender ??? Correspondence ???）
Telephone??? Profession???
1. How old are you?
A.below 20. B. 20-30. C. 30-50. D. above 50
2. How often do you eat outside each weak?
A.more than 10 times. B. 5-10 times. C. 1-5 times. D. never
3. What is your monthly income? （optional）
A.below 3000. B. 3000-5000. C. 5000-8000. D. 8000-10000. E. above 10000
4. Do you like hot pot food?
A. yes， very much. B. yes C. not too much. D. no
4. Have you ever heard about Haidilao Restaurant?
A.heard about it and never eat there before
B. eat there before.
C. never heard about it
5. How do you get to know about Haidilao?
A. Newspapers. B. Magazines. C. Internet. D.Cell Phone， E. Learn from friends. F. others
6. What impression did Haidilao give you?
A. good eating environment，feel comfortable
B. environment is ok
C. environment is not good
7. What do you think about the price of food in Haidilao?
A. very expensive， but worth it. B. very expensive， not worth it
C. Average price. D. not expensive
8.What do you think about the service of waiters/waitress?
A. very unsatisfactory. B. unsatisfactory. C. average. D.satisfactory. E. very satisfactory
9. What do you think about the food in Haidilao?
A. novel and original， many kinds， and tasty.
B. average，not many kinds， and tasty.
C. very common，few kinds， average taste
D. very simple，few kinds， not tasty
10.How do you think about the dining environment for Haidilao?
A. very satisfactory. B. Satisfactory. C. average. D. unsatisfactory. E. very unsatisfactory 11. Have you visited the website or WeChat official accounts of Haidilao recently?
A. Yes， but did not follow. B. Yes， and followed. C. Never visited. D. Not interested
12.What aspects do you think the Haidilao restaurant needs to improve?
Date of Survey ??? Location of Survey ??? Person of Survey ???
Ⅳ. Data Analysis
According to the results of questionnaire survey， most of the consumption of Haidilao is in the 20-30-year-old group， accounting for about 48%； the proportion of employees and students is the highest， accounting for about 42% and 36%， respectively； most of the monthly income is under 3000 yuan， accounting for about 43%； most of the consumption in Haidilao is about once every six months， accounting for about 28%. 41% of them are basically satisfied with Haidilao’s dishes， and 31% of them think the dishes are ordinary. 36% of them are very satisfied with Haidilao’s restaurant service， 31% are basically satisfied， and 30% think the service is ordinary. 38% are very satisfied with the dining environment， 30% are basically satisfied， and 30% are average.
From these results， we can see Haidilao is very popular in Wuxi city， and customers are generally satisfied with food and service.
（一）Stores
At present， Haidilao has 7 branches in Wuxi， including 3 in Liangxi District， 2 in Binhu District， 1 in Xishan District and 1 in Xinwu District， among which the hot business areas such as Henglong， Maoye， babiban and IKEA are the main ones. （the data comes from Baidu map， Gaode map， Tencent map， Volkswagen review， data technology group of CITIC Securities Research Department）. In the latest disclosed interim performance report of Haidilao group， as of June 30， 2019， there were 378 employees in Wuxi Branch of Haidilao group. The corresponding half year staff cost expenditure is 52 million yuan， equivalent to 82600 yuan per capita annual cost of restaurant staff. In half a year alone， it increased by 13.8% compared with the same period of the previous year.
4.1.1 Location of Stores
The rapid development of catering industry attracts investment for business startup or expansion. There are many factors that need to be considered in the site selection of restaurants， including geography， traffic conditions， economy， market and population. Where to build a factory or establish service facilities， is not only dictated by investment and construction speed， but also to a large extent will affect the cost of building， thus affecting the production and profits of enterprises. In particular， the location of service industry facilities will directly affect the turnover of the stores. Haidilao， as a new service enterprise which integrates the characteristics of hotpot in different regions and has a certain degree of brand awareness and consumer cohesion in major cities across the country， cleverly pays attention to some factors when choosing the opening address of the store. As traditional Chinese food， hot pot has the unique charm of attracting families and friends to gather at a table and have a toast. Therefore， the key word of hot pot should be passion， which is exactly sought after by many young social consumers and middle-aged consumers who need to promote relationships. Therefore， it is reasonable for Haidilao to locate its stores in the bustling urban areas of Nanchan temple， Qingming bridge and Maoye shopping center.
In addition， the traffic situation is also a vital factor that can not be ignored. In fact， the location rules of Haidilao’s stores are obvious. It is a very convenient decision to set up the distribution lines of stores along the main urban traffic arteries and important public transport. For the consumer groups who walk or take public transportation， it is very labor-saving for the consumer stores to be close to the subway station and bus station； for the consumer groups who have private cars， the stores with elevated surrounding areas and large parking lots will be very labor-saving. Secondly， from the perspective of the huge demand for raw materials （including food materials and pot bottom seasoning） of hotpot stores， the traffic situation is also a key point.
4.1.2 Design of Stores
Haidilao expects to subvert customers’ consistent impression of traditional Sichuan style hotpot shop with fashionable and innovative interior design， and bring consumers a new consumption experience. Designers choose to abandon the miscellaneous design elements and keep the details of the design properly， so as to adapt to the needs of the subsequent expansion of the store replication， and create a “peaceful comfort” for the diners that can not tolerate noisy hot pot store in the past， so that they are immersed in the joy of enjoying the delicious food. Under the condition of limited mesa area and business area， the designer continues the design concept of “public， open and interesting”， reorganizes the space， and tries to divide the space with virtual boundaries. The designer has designed several groups of box ceiling models to replace the solid space plate. They are like pavilions in the garden， only with the roof shape， but also in the invisible to build a sense of closure. The regular and constant block distribution creates a unified store view. After the boundary of the space disappears， the waiters can freely shuttle in the restaurant to serve the diners without being blocked. Different from the traditional round table dining， the design of the bar at the door provides another hot pot experience mode， which also adds interest to the space， and at the same time， it can attract more potential customers who walk outside the shop. As the primary business product of Haidilao store in Wuxi City is hot pot， which has the meaning of red fire and enthusiasm， the billboard outside the store is mainly based on red， which is not only simple and generous but also unique in modern design. At the entrance， the stores in Wuxi area also add some local characteristics， such as： Water Town impression Yi Labao， lakeside light Diaoyutai and Lingshan Giant Buddha an interactive platform. In addition， according to the different needs of women， men and children， free manicure area， free shoeshine area and escort amusement park area are added to enhance the small experience of all kinds of people and bring a little sense of ceremony to the dull urban life.
Five stores in Haidilao store of Wuxi City adopt the decoration theme style of light style and bright color. At the same time， the wide hall is separated by small partitions， which provides consumers with a good private space， making it convenient for the exchange of colleagues. And just like the traditional store， it provides a good configuration of soy sauce， so that consumers can help themselves with soy sauce and snacks according to personal preferences， which seems particularly warm and in line with the current thrifty social atmosphere.
The layout of tables and chairs in the store hall is also a very exquisite art. In order to place more seats in the limited space as much as possible without overcrowding the customers， 85.7% of Wuxi Haidilao stores basically use square tables and round tables. There are： multi person circular sofa card seat， more humanity comfortable round table， most of the tables are equipped with sofa （the outside part of the round table is equipped with sofa chair）. The common height of the table is 75 cm， the height of the chair is about 45 cm to 50 cm， and the height of the sofa is kept at 40 cm， which conforms to the comfortable area of human mechanics. In the bathroom of Haidilao store in Wuxi City， there are lots of small green bonsai， which beautifies the overall environment of the restaurant and makes the hot pot store with red as the keynote feel more cool.
（二）Brand Experience
Brand experience is generated under the background of “comprehensive experience consumption pattern”. With the progress of material civilization and the improvement of living standard， people’s demand for functional benefits has been greatly satisfied. It will become more and more important whether the brand can go beyond the function of the product to give consumers sensory or value satisfaction. To put it simply， the brand should not only have the benefit of “function”， but also have the freshness of “experience” or “emotion”. 4.2.1 Brand App Construction
Haidilao is a symbol enterprise of innovation. It has started a new transformation through advanced Internet technology， cooperated with Alibaba Cloud and other enterprises. Dataphin and Quick Bi， two sets of products from Alibaba cloud data center， provide technical assistance to Haidilao. With the emergence of super app， Haidilao has the service ability of private Customization. All the data of more than 400 stores across the country are synchronized in the cloud together； and then， 30 million member data of Haidilao will be archived.
The key is to take advantage of internet and artificial intelligence technology to increase the operating efficiency of Haidilao stores， and lower costs and increase revenues. The Super-app can perform numerous functions such as number arrangement， reservation and smooth ordering， and integrates functions and technologies in an innovative way. On the basis of functionality， it provides users with entertainment services such as music， movie and social media， as well as 24-hour online service of intelligent customer service. The most advanced function about this super-app is to document and archive the taste and food preference of every consumer. Using the super-app， consumers can have access to the menu， special food and other promotional information， etc.
Super-app enables stores and users to have a closer connection， harvest the entire data and evaluates all consumers according to various preference of app users. Through data processing， Haidilao can meet the needs of app users and customers more accurately， know the taste and food preferences of customers， carry out recommendation to users， and improve the user’s sense of consumption experience.
4.2.2 Robot Service
With the development of new artificial intelligence technology， smart restaurant is no longer a new word. In 2017， Haidilao’s first “smart restaurant” has been opened to the public. This restaurant， which gathers a variety of intelligent technologies， has transformed the ordering， side dishes， serving and serving links of customers with artificial intelligence technology. For example， for the “immersion” experience of dining environment， consumers can customize the taste of the pot bottom on site， and create exclusive files for customers.
The introduction of robot waiter or waitress into Haidilao’s new smart restaurant proves that intelligent catering is the future development trend. After all， robots are really worth looking forward to in terms of cost reduction and efficiency improvement. The Haidilao robot waiter is programmed in the highly intense service demand of catering. In addition to practical and simple high beauty design， its mobile ability can also not be underestimated. It is equipped with the compound positioning and navigation technology independently developed by Qinglang intelligent， which is based on multi-sensor fusion such as lidar， machine vision and depth vision. It can perform real-time relocation moves in centimeter level， transfer food to the customer table and deliver dishes at multiple points accurately. It can bypass fixed objects such as chair legs accurately， plan the delivery route intelligently， and ensure the stability and safety during work. The most direct advantage is to reduce the workload and number of service employees and lower labor costs. Of course， after the release of the food delivery personnel， they will also focus more on people-oriented services， so as to improve customer dining experience and service efficiency. It is said that with the application of new technology， in an ideal state， the whole process of sending meals can be completed in only 2 minutes. Haidilao has a high expectation for it， and hopes to be able to successfully hand over the mechanical repeated delivery of dishes to the robot， so as to promote a qualitative leap in the catering industry.
（三）Channel construction
In terms of material distribution， Haidilao currently boasts of 7 large-scale modern logistics distribution bases and two raw material production bases. Seven large-scale logistics and distribution bases are respectively set up in Beijing， Shanghai， Xi’an， Zhengzhou， Chengdu， Wuhan and Dongguan. To realize “large-scale procurement， production mechanization， storage standardization and distribution modernization”， a large-scale logistics and supply system integrating procurement， processing， storage and distribution was established. The production base of base material and seasoning in Zhengzhou has the record of export enterprises qualifications. Haidilao has implemented centralized procurement and unified distribution management of materials， reducing the operation cost of the store. Haidilao has a large-scale raw material survival base， invested with over 20 million yuan. As a result， the cost of raw materials for Haidilao， which has a large demand for raw materials， can negotiate with suppliers， and the large-scale mass manufacture also lowers the operating cost. Secondly， dynamic inventory has effectively standardized the inventory management by standardizing and unifying basic food materials， taking flexible measures such as dynamic inventory. Economies of scale is vital for Haidilao， because mass procurement lowers cost.
（四）Suggestions
Haidilao boasts of excellent services as the key competitiveness of corporation development. With the rapid development of science and technology and the rapid economic growth， Haidilao can take advantage of internet and artificial technology to carry out brand marketing， which will win more customers. In the meantime， it should implement new measures， solidify the relevant rules and regulations of enterprises， and adopt differentiation strategies.