中式快餐连锁企业营销战略研究毕业论文.docVIP

毕业论文 （2011届） 中式快餐连锁企业营销战略研究 摘 要 快节奏的城市生活越来越离不开快餐。10多年来，中国快餐业以20%的年递增率迅速增长。目前中式快餐业已经有了相当的市场规模，并随着快餐消费群体比例的提高而快速增长，但仍无法与以肯德基、麦当劳为代表的洋快餐相抗衡。中式快餐如何崛起，规模经营是关键，而如何实现规模经营，连锁经营是必经之路。中式快餐连锁经营企业应充分发挥连锁优势，建设餐饮连锁品牌。 本论文从顺旺基中式快餐连锁企业的实际发展经历出发，结合现代市场营销战略理论和市场营销学理论，系统地分析顺旺基中式快餐连锁企业所处的战略环境，对其进行行业和SWOT分析，制定顺旺基竞争战略，实行目标集聚战略，实现顺旺基中式快餐连锁企业更好的发展。 关键词：顺旺基中式快餐连锁企业；营销战略；目标集聚战略 Abstract Increasingly fast-paced city life can not do without fast food.10 years, the Chinese fast food industry is rapidly growing with 20% of the annually increased rate .In the eastern provinces and cities,the fast-food business scale surpasses full meals. In Guangdong Province,fast food business has accounted for 90% of the market share of food and beverage industry, while in Jiangsu,Shanghai, Liaoning, Beijing, Zhejiang, Shandong and other eastern provinces and cities, it has reached 50% and even more.Now Chinese fast food industry has owned a considerable size of the market, and developed rapidly with the increase of the proportion of consumer groups ,but it still can not compete to KFC, McDonald ,the representatives of the Western fast food. How to rise the business of Chinese fast food ? The scale of operation is the key; and how to achieve the scale, the chain management is the only way. Chinese fast food chain operator, should give full play to chain advantage, building restaurant chain brands. This paper from the Shunwangji Chinese fast food chain along with the actual development experience, combined with the modern theory of marketing strategy and marketing theory, Shunwangji based systematic analysis of Chinese fast food chains brand marketing strategy and business strategy chain朗读 显示对应的拉丁字符的拼音 , the development of Chinese fast food chain andmarketing strategy options given reference. Key words: Shunwangji Chinese fast food chain;Marketing strategy；Target concentration strategy 目 录 1 引言 1 1.1 研究背景与意义 1 1.2 研究方法 1 2 理论基础 2 2.1 竞争战略的概念与分类 2 2.2 企业竞争战略分析方法 3 2.2.1 SWOT分析 3 2.2.2 产业结构分析 4 2.3 目标集