杭州市中式快餐發展现状与问题初探.docVIP

内容摘要 我国饮食文化博大精深，举世闻名，但中式快餐业在二十年的发展过程中，却领教了西式快餐强大的市场攻势。中式快餐怎样在竞争中塑造和炼就金刚之身，立于不败之地是值得每一位中国人思考的问题。 本文在综述现代快餐业的含义及发展历程，现代中式快餐发展状况，现代中式快餐研究意义、现状及不足的基础上，用文献资料法、逻辑分析法、案例分析法、市场调查法等方法研究了现代中式快餐发展现状及存在问题，分析了影响中式快餐业发展的主要因素。中西式快餐产品的差别是显而易见的，但是中国人选择中西式快餐的心理却是隐性的，因此本文在调研的基础上分析了中国的饮食文化特点以及中式快餐消费群体的消费特征，为战略选择和实施提供依据。 其次，随着我国经济的增长，快餐业发展迅猛，面对西式快餐风靡中国各大城市，中式快餐与西式快餐的竞争日益激烈，中式快餐需要制定有利于中式快餐发展的策略，而在制定策略之前，最重要的是对行业的内外环境进行分析，文章利用安德鲁斯的SWOT战略分析模型对中式快餐业的优势、劣势、机遇、威胁进行分析。 最后，文章结合现状及未来发展趋势提出中式快餐的发展策略，为中式快餐业更新理念，提出策略实现自身成长和扩张，提供了理论依据，运作出发点和基本思路，以促进与西式快餐同台竞争的中式快餐民族产业迅速发展。 关键词：中式快餐，SWOT，发展现状，问题分析，发展策略  ABSTRACT Our country food civilization is had extensive knowledge and profound scholarship,which attracting worldwide attention.Chinese Fast Food industry is in the development course of twenty years,how the Western powerful market offensive Chinese quick meal.So asked somebodys advice or opinion is modeled and smelt the body of Buddhas warrior attendant in the competition,and to establish oneself in an unassailable position is being worth each Chinese thinking deeply. The thesis summarize the present situation through data from market research and field research ,exploring the exising problems of modern quick meal industry and develops the course,and methods such as on the foundation of Chinese style quick meal research meaning of modern times,present situation and shortcoming,adopts the contrast and lists example law,data law and market sampling survey etc were studied the Chinese style quick meal of modern times and are developed the present situation and exists the question the Chinese-style quick meal development condition of modern times,and analyse the modern follow-on major factor of Chinese style quick meal of influence. Next along with the increase of our country economy,the quick meal industry development is swift,and facing fashionable each big city of China of Western style quick meal,the competition of Chinese-style Fast Food meal and Western-style Fast Food is intense increasingly,and t