Correct understanding of development of Chinese Fast Food depending on the comparison of their brand strategy in both western and Chinese Fast Food enterprise

摘要

This paper focus on the development of Chinese fast food enterprise. Based on the rapid development of society's economy, the difference of commodity's quality and technology between different choices of people is becoming more and more small. While only depending on the brand can a firm earn his own place in the competitive market in the Chinese food market which is mostly occupied by KFC, MacDonald's and other Fast Food. The traditional Chinese fast food must develop the independent brand, through to the image value orientation and the characteristics of product development and marketing tool innovation, go way brand development road.