Brand Strategy of China's Catering Enterprises: A Case Study of X Chain Catering

Name: Du Wenting

keyword: Brand strategy

; Catering enterprise

; Brand competitiveness

; Dhonburi Rajabhat University

Abstract: The objectives of this research were as follows: 1) to study the brand positioning strategy of X chain catering; 2) To study the brand image strategy of X chain catering and 3) To study the brand communication strategy of X chain catering. As the research methodology, this paper chose 15 samples which divided into 3 groups and utilized in-depth interview to get critical information about X chain catering 's brand strategy. Then content analysis has been used as qualitative analysis tool according to the results. The research findings have revealed that: 1) For brand positioning strategy, X chain catering should clearly define its brand objectives and target audience. Secondly, the brand should pay attention to product quality and taste. They should also pay attention to environmental friendliness and sustainable development; 2) For brand image strategy, X chain catering should strengthen its brand identity, product innovation and customer experience from the three aspects of brand uniqueness, brand spirit and brand visual image, and at the same time strengthen its social responsibility to enhance its brand uniqueness and 3) For brand communication strategy, Brand X should attach importance to online and offline publicity channels in the communication process, differentiate itself from other competitors in publicity methods, find its core competitive advantages, and attract target consumers

มหาวิทยาลัยราชภัฏธนบุรี. สำนักวิทยบริการและเทคโนโลยีสารสนเทศ

Address: กรุงเทพมหานคร

Email: arc.dru@dru.ac.th

Name: Lalita Puangmaha

Role: Adviser

Created: 2024

Modified: 2025-06-18

Issued: 2025-06-18

วิทยานิพนธ์/Thesis

application/pdf

Dhonburi Rajabhat University

eng

DegreeName: Master of Business Administration

Level: Master's Degree

Descipline: Master of Business Administration

Grantor: Dhonburi Rajabhat university

©copyrights Dhonburi Rajabhat university

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