Dissertation
Dissertation > Economic > Trade and Economic > Domestic Trade and Economic > Services sector > Food and beverage industry

A Comparative Research on the Fast Food Enterprises Brand Identity of China and Western Style

Author LiuPeng
Tutor QinQiWen
School Southwestern University
Course Sociology
Keywords Identity Brand Brand Identity
CLC F719.3
Type Master's thesis
Year 2009
Downloads 1167
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Accompanied by the rapid economic development, the pace of life accelerates. To save time on dining, fast food becomes more and more important in our life. However, compared with the western style fast food, we can not be optimistic about the development of Chinese fast food. "McDonald’s", "KFC" and other Western-style fast food are the best known in the market, sales are still the best. Facing the opportunities and challenges of the world’s fast-food industry, the development of Chinese fast food enterprises have gradually become the focus of attention of academics.This study discusses the identity of Chinese and Western fast-food brand through literature research methodology and questionnaire survey. On the basis of statistic analysis, it concludes the results as follows:First: China and Western style fast-food brand identity have significant differences in the "spiritual and cultural of brand identity" dimension on the overall. In the various brand elements of the " spiritual and cultural system of brand identity " dimension, the feeling of closeness, the feeling of beauty , the feeling of integrity and business philosophy, in the four variables measured, China and Western-style fast food brand identity have significant differences. However, in the three dimensions of positive association, culture traits and social responsibilities, China and Western-style fast food brand identity are in the absence of significant difference. On the "spiritual and cultural brand identity " dimension, significant differences don’t exist in the evaluation of the consumers of different genders. However, the assessment of the consumers of different occupations, age, income and education are different significantly.Second: On the whole, there are no significant differences in the dimension of the material and cultural of brand identity of China and Western fast-food. In the various brand elements of the "material and cultural of brand identity "dimension, food prices, complete variety and logo. In the three variables mentioned, both China and Western fast-food brands do not have significant difference. There have significant difference between variables of Staff clothing and food health. On the evaluation of staff dress, China fast food is under the Western-style fast food. On the evaluation of food health, China fast food is higher than the Western-style fast food. On the" the material and cultural brand identity" dimension, the evaluation of the consumers of different gender, age and education are not different significantly. However, the assessment of the consumers of different occupations and the income are significantly different.Third: In the dimension of "behavior culture of brand identity" overall, China and Western fast-food brand identity have significant differences. In the eight identity elements of "behavior culture of brand identity " dimensions: research and development, production efficiency, working environment, staff management, market research , advertising, service attitude and service mode, China and Western fast food have significant differences. Namely: In the " behavior culture brand identity " dimension on the overall, the evaluation of China and Western fast-food have significant differences. In the various brand elements of "behavior culture of brand identity" dimensions, the evaluation of China and Western fast-food have significant differences. In the "behavior culture of brand identity" dimensions, the evaluation of consumers of different genders and education does not have significant differences. However, the evaluation of consumer groups of the different occupations, age and income possess significant differences.At the same time, by the analysis and discussion of the conclusions above, this study discuss some suggestions of shaping brand identity of china style fast food from three angles. The perspective of these three systems is the brand identity of the spiritually cultural systems, the brand identity of the materially cultural systems, and the brand identity of the behavior cultural system.

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