中式快餐的国际化出路.doc

本科生毕业论文（设计） 题目：中式快餐的国际化出路 系 部 经济与管理学院 学科门类 经济学 专 业 国际经济与贸易 学 号 1006211039 姓 名 李盼 指导教师 马建 2012年 5 月 25 日 要 从麦当劳，肯德基等知名外国快餐连锁店在中国相继开张并取得巨大成功之后，各种各样的中式快餐店也如雨后春笋般相继出现。对比两种不同文化氛围下的快餐消费，西式快餐门庭若市，而中式快餐却门可罗雀，这不得不引起我们的深思，究竟是什么原因让我国民对洋快餐如此热衷呢？本土快餐应从中吸取什么经验在国内外市场蓬勃发展呢？中式快餐的国际化出口在何处？文章从中式快餐的萌芽期、调整期和发展期三个阶段对中式快餐的发展历程及国际化发展现状进行研究，运用SWOT分析法，找出影响中式快餐国际化战略的问题，如标准化程度较低、经营方式单一、服务质量不高、营销手段不足等。同时，根据劣势和挑战对中式快餐提出一些如加强市场调研与产品开发、树立品牌意识和适度宣传等国际营销策略和营销发展方向的建议，为中式快餐的国际化道路尽一份绵薄之力。 关键词：中式快餐 国际化 SWOT分析 营销策略 ABSTRACT After some famous foreign fast food chain stores like McDonald and Kentucky have acquired a great success due to be introduced into China one by one, various of Chinese fast food stores have also appeared in succession such as bamboo shoots after a spring rain. Compare the two kinds of different cultural atmosphere of the consumption of fast food, Western style fast food bustling, but Chinese fast food is a deserted house, this has to cause us to have a deep thought, what is the reason for my national are so keen to the foreign fast food? What experience the local fast food should learn from the domestic and international market development? Where is the outlet for the internationalization of Chinese fast food? This article through to research the development and international development present of Chinese fast food from the Chinese fast food budding period, a period of adjustment and development period of three stages, using the SWOT analysis, to find out the influence of internationalization strategy of Chinese fast food, such as the degree of standardization is low, a single mode of operation, service quality is not high, lack of marketing means and so on. At the same time, according to the disadvantages and challenges, putting forward some Chinese fast food international marketing strategies and suggestions on the direction of development like strengthening market research and product development,