The Growth of Huaqiandai Secret-Recipe Grilled Fish
案例编号：
EN_2022_1181
被浏览次数：
1165
案例名称：
The Growth of Huaqiandai Secret-Recipe Grilled Fish
译名：
The Growth of Huaqiandai Secret-Recipe Grilled Fish
案例作者：
Li Dongxian, Pan Xuan, Ding Li
作者单位：
Renmin University of China
译者：
-
案例企业：
Henan Huaqiandai Catering Management Co.
行业：
服务业
学科领域：
市场营销 、其他
规模：
中小型
案例语种：
英文
案例类型：
描述型
中文关键词：
烤鱼；定位；产品策略；服务营销；渠道加盟；消费者心理
英文关键词：
grilled fish; positioning; product strategy; service marketing; franchising; consumer psychology
中文摘要：
花千代烤鱼作为一家河南本土餐饮企业，自2012年成立以来凭借以顾客为中心的产品策略和渠道加盟策略，成为全国第三大烤鱼餐饮品牌，版图从河南郑州扩张到全国，甚至海外。2020年，花千代烤鱼经受住了新冠疫情的考验，业绩持续保持增长并新增20多家加盟店。本案例描述了花千代烤鱼从成立到在市场站稳脚跟的发展历程以及创始人的思考，聚焦花千代烤鱼成长过程中的营销问题，启发学员在产品研发、渠道拓展、突发事件应对等方面的思考。
英文摘要：
Huaqiandai Secret-recipe Grilled Fish, a catering brand based in Henan province, has now become the third best known grilled fish brand in China since its founding in 2012, owing to its product and franchising strategies oriented to customers’ needs. Its business has expanded from Zhengzhou city of Henan to the whole China, even abroad. In 2020, Huaqiandai withstood the test of Covid-19 epidemic, maintaining a sustained growth in performance and with more than 20 franchised restaurants added. This case describes the development process of Huaqiandai from its establishment to a firm foothold in the market, as well as the thoughts of the founder, marketing issues during the development of the brand, inspiring students’ thinking in product R&D, channel expansion and emergency response.
适用对象：
本科、学术硕士、专业硕士
编写方式：
采编
开发时间：
2021
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