德克士品牌扫描
德克士简介： 德克士，连锁快餐店，德克士炸鸡起源于美国南部的德克萨斯州，1994年出现在中国成都。1996年，顶新集团将德克士
收购，并投入5000万美元，健全经营体系，完善管理系统，并重新建立了CIS系统，使其成为顶新集团继“康师傅”之后的兄弟品牌。虽然都是炸鸡，但是由于德克士炸鸡采用开口锅炸制，因此鸡块具有金黄酥脆、鲜美多汁的特点，并以此与肯德基炸鸡形成鲜明差别。德克士最有名的就是脆皮炸鸡，在中国快餐界其中最有名的三巨头：除了麦当劳、肯德基、还有就是德克士。
Dicos, fast food chains, Dicos fried chicken originated in the southern United States, Texas, in 1994 in Chengdu, China. In 1996, the top new group will Dicos acquired and put into 50 million U.S. dollars, a sound management system, improve the management system and the re-establishment of the CIS system, making it the top new group following the \"Master Kong\" after the brother brand. Although there are fried chicken, fried chicken, but because Dicos frying pan with openings, so chicken is golden and crisp, juicy features, and thus a sharp difference with the Kentucky Fried Chicken. Dicos most famous fried chicken is crackling, fast-food industry in China, one of the most famous Big Three: In addition to McDonald's, KFC, there is the Dicos. 产品层面Product Equity：
在同类产品中，虽然价格相对低廉，但是并没有拥有最佳性价比
Although relatively inexpensive, but do not have the optimum price-value equation in similar products.
所拥有的系列产品，包括最新推出的产品，抛弃原有的品牌宗旨，使其变得更加混乱。
Owned by the family of products,
including the latest product, discard the original purpose of the brand, to make it more confusing.
价格偏高，但其性价比较高
Prices high,but it have the the optimum price-value equation.
产品更新很快，但一直坚持“中国肯德基是中国人的肯德基”的主张。 Product updates soon, but insisted \"China is a Chinese KFC KFC\" proposition. 形象层面Stimuli for Image Equity
：
该品牌的宗旨以及现在改变后的态度，原因是市场竞争激烈，市场更新快。 The purpose of the brand, and now after the change of attitude, because the competitive market and market update soon.
就现状来看，德克士品牌现在没有大的创意在支撑着品牌。
On the current situation, Dicos brands do not have big ideas in support of the brand.
肯德基一直追随着市场的变化，重视市场动向，品牌宗旨也是从市场出发。 KFC have followed changes in the market, pay attention to market trends, the brand is also the purpose of starting from the market.
肯德基这个全球性品牌一直以“入乡随俗”为品牌创新的创意之源。 This global brand KFC has been \"When in Rome\" as the source of brand innovation and creativity.
消费者层面Stimuli for Customer Equity：
对该品牌来说，品牌的使用者对其影响力更大。 To this brand, the brand user is bigger to its influence.
对于此品牌，它在二三线城市中的市场份额相对好于在大城市。
For this brand, its market share in the second and third tier cities is relatively better than in big cities.
影响品牌的是该品牌的使用者。 What influence brand is this brand user. 在市场中，它的市场份额与其投入成正比。
In the market, its market share is proportional to its input. 销售渠道层面Stimuli for Channel Equity
德克士选择大型超市作为其销售渠道，销售渠道较为单一，对现阶段的德克士来说，此销售渠道为其带来最佳的影响。
Dicos select supermarkets as sales channels, sales channels, more single, on the stage of Dicos for the sales channels to bring the best of its impact.
在重要的销售渠道，德克士通过发优惠券以及互动活动来展示该品牌。并且铺货到位。
The Dekker gentleman through sends the coupon as well as interaction demonstrates this brand. And shop goods arriving in the important marketing channel.
销售渠道较为完善，有不同渠道组合，对其占领市场份额做最佳的铺垫。 Sales channels more perfect combination of different channels, make the best of its occupation of the bedding market.
在其主要销售渠道，肯德基通过定时的一系列活动来宣传，并且在店门口有自己的放音器来播报广告以及最新动态。一般情况下铺货没有问题，但是曾经出现过断货情况。
In its main sales channel, Kentucky through a series of activities to promote regular, and in front of the store has its own playback devices to broadcast advertising and
the latest news. Distribution Issues Under normal circumstances there is no problem, but have been out of stock situation occurs. 视觉层面Stimuli for Visual Equity
与德克士品牌有关的各个方面，其采用视觉第一识别颜色——橙色，其店内使用同样的设计，对品牌的阐述清晰明了。
And Dicos brand-related aspects, the first recognition by the visual color - orange, his shop, using the same design, brand clarity of exposition.
德克士餐厅内包括使用的餐具、店内的桌椅、服务人员的着装在内，统统使用一致的设计。并且全国的餐厅统一设计，在视觉上一致性高。
Dicos restaurant, including the use of cutlery, furniture store, service personnel, including dress, all using the same design. And the unity of the country's restaurant design, high visual consistency.
与肯德基此品牌有关的颜色、logo、符号阐述得清晰。但是仍有被山寨的现象，并且被山寨后的部分信息有一定的混淆视听的效果。
KFC this brand-related colors, logo, symbols explained more clearly. But there is the
phenomenon of the cottage and is part of the information after the cottage has some confusing results.
品牌在各个方面，包括外卖送货人员的服装、店内服务人员的服装等各个细节上，有高度的一致性。
Brand in all aspects, including take-away delivery personnel clothing, store clothing and other staff in all the details, there is a high degree of consistency. 商誉层面Stimuli for Goodwill Equity
德克士在媒体上并没有任何的优势或是被照顾。 Dicos in the media, there is no advantage or be taken care of.
经了解，该品牌的雇员虽然团结，但对品牌没有一定的忠诚度，单纯作为获得个人需要的工作岗位。
The understanding of unit despite the brand's employees, but not necessarily brand loyalty, just as individuals need access to jobs.
在较大的主流媒体上，肯德基通常占据一定的优势地位。拥有的广告版面与其他品牌来说较大。尤其是电视媒体。
In the larger mainstream media, KFC usually occupy a certain advantage. Have advertising space with other brands is greater. Especially the television media. 经了解，该品牌的雇员受品牌文化影响团结，友爱，不仅在工作岗位上关系友好，在私下里相互仍是相互关心，互动较多。对该品牌有一定的忠诚度。 After understanding, this brand employee brand culture influence unity, friendly affection, not only relates in a friendly way on the operating post, in was still mutually in secret cared mutually, the interaction are many. Has certain loyalty to this brand. 挑战challenge
坚守原有品牌宗旨，据此推出新的系列产品。从而吸引更多消费者的关注。 Perseveres the original brand objective, according to the above promotes the new serial products. Thus attracts the more consumer's attention.
