永和豆浆品牌建设.docVIP

摘 要 20世纪50年代连锁经营在世界范围内大规模兴起。目前，已成为一种能够适应多种业态的创新性经济组织形式和企业经营方式。连锁经营已成为中国餐饮业内最为主要的一种经济组织形式并成为推动中国餐饮业快速发展的主要因素。永和豆浆是一家经营中式快餐的企业。永和豆浆在发展过程中面临许多问题，尤其是在内部管理方面有许多问题需要解决。其管理方面的问题制约着企业的进一步发展。 本文以永和豆浆的连锁经营材料为背景，研究了其连锁经营发展中存在的问题。首先，概述了连锁经营的定义、特征与条件；其次，较为详细地分析了永和豆浆的连锁经营发展现状、存在的问题及其原因；在借鉴麦当劳、肯德基经验的基础上，提出了相应的解决对策，即强化品牌意识、改变管理模式、提高内部管理，使永和豆浆又好又快地发展。 关键词：连锁经营；品牌；内部管理；连锁系统 Abstract Since1950, chain operation rises in a large scale in the world. Nowadays, it has become a format that is able to be adapted to a variety of innovative forms of economic organizations and enterprises. To date, chain operation has become the most major form of economic organization and main factor that promotes rapid development in China’s food and beverage industry. Yonghe Soymilk Company is a Chinese fast-food business operator. It faces many problems in the current process of development. Especially in the inner management, there are many issues that need to be resolved. Problems in management restrict the further development of Yonghe Company. This paper bases on the material of Yonghe Soymilk Company, studying its existing problems in the course of its chain operations development. First of all, this paper provides an overview of the definitions, characteristics and conditions of chain operation; Second, it gives a more detailed analysis of Yonghe Soymilk Companys current development of chain operations, existing problems and the reasons ; On the basis of learning from McDonald and KFC’s experience, this paper proposes the corresponding solutions , namely strengthening the brand awareness, changing management models and improving the internal management, so that make Yonghe Soymilk Company develop fast and greatly. Key words: chain; brand; internal management; chain system 目 录 摘 要 I Abstract II 引 言 1 1 连锁经营概述 2 1.1 连锁经营的定义和特征 2 1.1.1 连锁经营的定义及形式 2 1.1.2 连锁经营的基本特征及优势 2 1.2 连锁经营的条件分析 5 1.2.1 连锁经营加盟的条件 5 1.2.2 连锁经营扩张的条件 6 1.2.3 连锁经营的六个相应条件 7 2 永和豆浆连锁经营现状分析 9 2.1 企业介绍 9 2.1.1 永和简介 9 2.1.2 连