本案例由江南大学商学院的王燕茹教授团队撰写，江南大学商学院案例中心研究员陶瑞全文改编，江南大学商学院案例中心研究员盛诗慧为责任编辑，作者拥有著作权中的署名权、修改权、改编权。

摘要：被经济学界誉为“朝阳产业”的餐饮业是我国第三产业中的一个传统支柱产业，也是开拓就业渠道、振兴经济的重要途径，在提高人民的生活水平和改善生活质量中发挥着越来越重要的作用，它也必将是本世纪我国经济增长的新热点。在目前新的形势下餐饮业如何参与全面建设小康社会的全过程，已成为餐饮业研究的一个热点课题。益楷餐饮管理有限公司创建于2010年，总部位于江苏无锡，是一家经营特色餐饮的连锁企业。公司直营店共计7家，加盟店超过120家，2019年推出一个新品牌——辣小畔砂锅麻辣烫，旨在打造一款健康、时尚、可以喝汤的麻辣烫，以满足消费者口味与营养的双重需求。本案例以益楷餐饮旗下推出的“辣小畔”这一新品牌如何进入市场为核心，通过准确的市场定位及营销手段让消费者形成对益楷餐饮公司新品牌的认知过程，以提升学员分析问题、解决问题和批判思辨的能力。

关键词：益楷餐饮；特色餐厅；市场营销；品牌知名度

Yikai Catering Management Co., Ltd: The road of "La Xiaopan" New Brand’s Birth

Abstract: The catering industry, which is praised as "sunrise industry" by the economic circles, is a traditional pillar industry in China's tertiary industry, and it is also an important way to open up employment channels and revitalize the economy. It is playing an increasingly important role in improving people's living standards and quality of life, and it will surely become a new hot spot of China's economic growth in this century. Under the current new situation, how the catering industry participates in the whole process of building a well-off society in an all-round way has become a hot topic in the catering industry research. This case focuses on how the new brand "La Xiaopan" launched by Yikai Catering Company enters the market. Through accurate market positioning and marketing means, consumers can form a cognitive process of Yikai Catering Company's new brand, so as to improve students' ability to analyze, solve and criticize problems.

Keywords: Yi kai catering; Specialty restaurant; Marketing; Brand recognition