Abstract
In the context of fierce competition and service design thinking, this paper discusses the strategy and framework of catering brand construction. Through the analysis and integration of marketing, management and design theories, combined with the interpretation of many well-known brand cases, this paper puts forward the Strategy-Tactic-Method Framework of catering brand construction from three aspects: service brand based on SWOT, service marketing integrated with 7Ps and service design centered on multi role stakeholders. The framework is a top-down and executable model and paradigm, which provides effective and accurate guidance for brand planning, user definition, product & service positioning and touch point design of catering enterprises from three dimensions of strategy, tactic and method.
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Acknowledgment
This paper is supported by the Graduate Innovation and Entrepreneurship Training Program of Guangzhou Academy of Fine Arts, which is “Catering Brand Construction based on STM Framework: Taking Secret Travel as an Example (604012021CXCY06)”.
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Ding, X., Zhu, Z., Zhao, Y. (2022). Research About Strategy-Tactic-Method Framework of Catering Brand Construction Based on Service Design Thinking. In: Soares, M.M., Rosenzweig, E., Marcus, A. (eds) Design, User Experience, and Usability: Design Thinking and Practice in Contemporary and Emerging Technologies. HCII 2022. Lecture Notes in Computer Science, vol 13323. Springer, Cham. https://doi.org/10.1007/978-3-031-05906-3_10
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