• ISSN: 2301-3567 (Print), 2972-3981 (Online)
    • Abbreviated Title: J. Econ. Bus. Manag.
    • Frequency: Quarterly
    • DOI: 10.18178/JOEBM
    • Editor-in-Chief: Prof. Eunjin Hwang
    • Executive Editor: Ms. Fiona Chu
    • Abstracting/ Indexing:  CNKI, Google Scholar, Crossref
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HOME > Archive > 2023 > Volume 11 Number 2 (May 2023) >
JOEBM 2023 Vol.11(2): 51-56
DOI: 10.18178/joebm.2023.11.2.737

Research on the Optimization of Marketing Methods and Strategies for Restaurant Brands — The Example of the Kungfu Froggy

Abstract—Established in 2015, the KUNGFU FROGGY restaurant brand has become a popular young and fashionable restaurant brand in nearly six years. In this paper, we use food, price, service and environment as the first-level evaluation indicators to build a consumer satisfaction survey model, analyze the brand characteristics and marketing methods of the KUNGFU FROGGY through consumer satisfaction surveys, so as to understand its marketing strategy, explore the development methods and paths of regional restaurant brands, and make relevant suggestions for building restaurant brands with regional characteristics.

Index Terms—The KUNGFU FROGGY restaurant brand, marketing approach, strategy optimization

Danhua Zhao, Chaiyawit Muangmee, and Nusanee Meekaewkunchorn are with Bansomdejchaopraya Rajabhat University, Thailand. Jianlun Teng is with Guangxi University of Finance and Economics, China.
*Correspondence: nusanee.me@bsru.ac.th (N.M.)

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Cite:Danhua Zhao, Chaiyawit Muangmee, Jianlun Teng, and Nusanee Meekaewkunchorn, "Research on the Optimization of Marketing Methods and Strategies for Restaurant Brands — The Example of the Kungfu Froggy," Journal of Economics, Business and Management vol. 11, no. 2, pp. 51-56, 2023.

Copyright © 2023 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).

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