中式快餐用标准化完善营销模式(国外英语资料).doc

中式快餐用标准化完善营销模式 In November 12, 1987, KFC, Beijings former stores opened, the development of Chinas modern fast food industry has a new milestone. The world fast food giant, let the Chinese people at that time occlusion enlightened, the first time that the restaurant can also use the fast approach to the interpretation of. After more than 20 years, fast-food industry has become an important force and new economic growth point to support the sustainable development of Chinas catering industry. China Cuisine Association released 2009 annual restaurant industry development report shows that even in the economy suffered heavy losses in 2009, the entire community catering industry retail sales amounted to 17998 yuan, an increase of 16.8%. Among them, the monthly retail sales were more than 130 billion yuan, the growth rate stable at 14.4% to 21.6%. Among the various types of consumer spending, the increase was the largest, second only to traffic and communications expenses. And expects 2010 food and beverage market will continue to grow, turnover will reach 20000 yuan. And the basic formation of this growth point is that many fast food enterprises have been trying hard to grope for the same principle to realize the profit of sales for many years. The marketing oriented, take the market as the driving force, to product quality as the lifeline of market segment specialization, adhere to customer satisfaction as the center, focus on customer loyalty, make scientific marketing strategy, build the core competitiveness of enterprises. However, it is undeniable that the development of Chinas fast food consumption market and supply market is still in the stage of reference, imitation and accumulation. Although Chinese fast food is convenient and fast, it really meets the needs of some consumer groups. It brings added value to customers, and ensures the consistency of the service quality of different customers in different restaurants. This is the food and beverage enterprises to