中华老字号餐饮企业形象要素结构实证研究

当前,面对中华老字号餐饮企业的经营危机,学界对其振兴的核心问题即企业形象认知问题研究尚显不足。本文利用因子分析的方法,通过对黑龙江、吉林、辽宁三省消费者关于东北地区八家中华老字号餐饮企业印象的问卷调查,找出了影响老字号餐饮企业形象的主要因素,构建了顾客对老字号餐饮企业形象认知的系统模型。经实证研究发现,老字号餐饮企业的产品价值、服务价值、形象价值、人员价值和消费成本五个方面因素对顾客形成企业认知有重要的影响。最后,对中华老字号餐饮企业的发展振兴提出建议。本研究丰富了现阶段企业形象要素认知理论框架,对思考老字号餐饮企业的发展有一定的借鉴意义。

Factor Structure of Catering Enterprise Image of Chinese Time-honored Brand:an Empirical Study

Nowadays,it is far from enough for the academic field to study the corporate identity recognition,which is the core issue for the time- honored brand Chinese catering industry's revival,considering its operational crisis. The article gets the main factors of affecting the recognition of northeast time- honored brands and constructs the system model of corporate identity recognition of consumers through factor analysis by distributing questionnaires in Liaoning,Jilin and Heilongjiang provinces. Products value,cognition value,service value,members value and consumption cost play important roles in consumers' intentions. Finally,pieces of suggestion are made for the development and revival of the time- honored brand Chinese catering industry. The study has enriched the theoretical frame of the current corporate identity factors' recognition and provided a reference to considering the development of the time- honored brand catering industry.