关键词: 徽菜, 皖菜, 形象定位, 调查研究

Abstract: Based on research in various forms, this article attempts to sum up the image positioning situation of south Anhui cuisine, pointing out three existing problems-unclear definition, inaccurate orientation, characteristic dishes only but without overall image. In light of the current status of industrial development of south Anhui cuisine, the author first argues that more accurate definition and designation are necessary. Secondly, the south Anhui cuisine story should be told in a more effective and attractive way to enhance both its popularity and influence. Furthermore, more brand-name dishes should be created and more talents cultivated to inherit the traditional cooking techniques. Thirdly, the paper contends that health preservation should be pinned down as the guiding direction for south Anhui cuisine and, therefore, attention should be paid to medicinal effect, nutrition, materials and other aspects to establish fame and image of south Anhui cuisine.

Key words: south Anhui cuisine, Anhui cuisine, image positioning, research