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西 京 学 院 本科毕业设计(论文) 乡村基的国内市场开发战略分析 教学单位： 经济管理一系 专 业： 国际经济与贸易 学 号： 1009051100 姓 名： 陈 爽 指导教师： 孟苓妍 摘要 随着中国的改革开放，社会经济的快速发展。人们生活水平不断提高，生活节奏也不断变快，快餐由于其便捷、快速、实惠和大众化的口味成为了多数人的首选。 乡村基(country style cooking简称CSC)抓住了这一机遇于1996年成立，其专营中式快餐十余年，并已于2010年成为第一家在美国纽约上市的中国餐饮连锁企业。乡村基用洋快餐的经营模式、服务理念、就餐环境，但提供的却是中餐和比洋快餐便宜得多的消费价格。乡村基以其标准化的店面形式，薄利多销的快餐营销策略，强大的信息技术支持，抓住了中国人独特的口味偏好和不断研发新餐单等战略措施，成为了西南市场占有率最高的快餐品牌。乡村基在肯德基、麦当劳等巨头率先在中国优势’地位和众多国内快餐企业的竞争中脱颖而出，取得巨大的成就。 本文首先介绍和分析了乡村基当前的发展和已经取得的成就；其次通过4Ps对乡村基的营销策略分析乡村基的市场开发战略；然后通过SWOT分析法，揭露乡村基的优劣势、机会和风险等；最后对乡村基的市场开发战略提出建议。 关键词：中式快餐、乡村基、开发战略 ABSTRACT With China’s reform and opening ,the rapid development of social economy.more and more people have changed about living standard and style of life.most of people are pleased to choose the fast food，because its convenient，fast，affordable and prevailing taste。 CSC has seized this opportunity ，and established in1996，which specializes in Chinese fast food more than ten years.It was the first Chinese fast food listed in New York . CSC has adopted the business model of Western fast food ,which service concept、dining environment，but it is provided by Chinese and Western fast food is much cheaper than consumer prices.CSC storefront with its standardized form, puerile, fast food marketing strategy, a strong information technology support, to seize the Chinese peoples unique taste preferences and constantly develop new menus and other strategic initiatives, becoming the highest market share in the Southwest Fast food brands. CSC in KFC, McDonalds and other giants took the lead in China dominance and numerous domestic fast food businesses to compete successfully, and achieved great success. This paper introduces and analyzes the current development and CSC has been achieved; secondly through 4Ps marketing strategy for CSC analysis of CSC market development strategiesthen through the SWOT analysis Exposing CSC streng