Research of the Problems and Countermeasures of Sustainable Development of Chinese Food Corporate Brands——A study on Overseas Markets

Citation

Ji, Yufei. (2021). Research of the problems and countermeasures of sustainable development of Chinese Food Corporate Brands——A study on overseas markets. (Master’s independent study). Bangkok: Siam University.

Abstract

Market competitiveness of society has changed from competitiveness of goods to the competitiveness of brands, and brands are a critical factor for the survival and development of catering enterprises. Therefore, building brand culture of catering enterprises has become an inevitable choice for Chinese catering enterprises to go global.

This paper analyzed and studied the problems of catering enterprises’ brand image building, insufficient brand promotion, insufficient enterprise culture, and low brand awareness by strengthening the awareness of brand image. The intensity of publicity shapes enterprise culture and other aspects to find the way to build the brand image of catering enterprises. To solve the existing problems in the process of brand building, it is conducive
for enterprises to gain advantage in the overseas market competition. To better realize the maximization of enterprises’ economic benefits, it can establish a good corporate image in the hearts of customers, deepen the popularity of brand value increase the scale, and lay a solid foundation for the development of enterprises. Based on the investigation of the development and characteristics of overseas Chinese food, the international exploration of famous Chinese food enterprises, as well as the outstanding difficulties in overseas development, this paper introduced experience of the international development of several catering enterprises and puts forward suggestions and analysis on the path of internationalization for Chinese food enterprises.

Keywords: Catering industry, Brand building, Strategy, Overseas market

Research of the Problems and Countermeasures of Sustainable Development of Chinese Food Corporate Brands——A study on Overseas Markets

Master of Business Administration (International Program), Siam University, Bangkok, Thailand

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