双学位毕业论文介绍.doc

武汉工业学院 毕 业 设 计（论 文） 设计(论文)题目：如何打造连锁餐饮企业的核心竞争力 姓 名 陈武 学 院 食品科学与工程学院 专 业 工商管理（双学位） 年 级 09级 指导教师 杜江老师 2013年1月22日  PAGE \* MERGEFORMAT 20 目录 摘要·······························································2 Abstract····························································2 1绪论······························································4 1.1引言····························································4 1.2研究的目的和意义················································5 1.3本论文的内容、研究方法和论文结构································5 2企业核心竞争力一般理论及相关概念··································5 2.1企业能力理论的发展回顾··········································5 2.1.1劳动分工理论··················································6 2.1.2能力理论历史沿革··············································6 2.1.3企业能力理论的主要论点········································7 2.2企业核心竞争力的内涵············································7 2.2.1概念··························································8 2.2.2核心竞争力的四种定义观点······································8 2.2.3核心竞争力的定义与特征·······································10 3如何打造连锁企业核心竞争力·······································10 3.1中国餐饮消费呈现三大发展趋势···································10 3.2打造连锁企业核心竞争力·········································11 3.2.1精心打造连锁餐饮企业的品牌分众力·····························11 3.2.2完成品牌定位，提炼品牌核心价值·······························12 3.2.3进行低成本、聚集式的品牌整合传播 ····························13 3.2.4进行市场细分，选择目标消费群·································14 3.2.5用心打造门店的吸引顾客·······································14 门店的色彩·················································15 店外的广告·················································15特色的物料·················································15 4结束语···························································16 5致谢·····························································17 参考文献··························································17摘要 本文研究的问题是企业核心竞争力形成的一般规律、模式。研究的方法是历史考察法、系统研究法、对比分析法、文献研究法。 核心竞争力研究意义在于：核心竞争