肯德基在济南市餐饮业发展中竞争力研究.docVIP

xx大学毕业论文 PAGE - PAGE II - 摘 要 肯德基的快餐食品饱受争议，但仍受广大消费者的喜爱，在进入中国23年以来，慢慢成为中国最大的快餐连锁店。肯德基为什么这么成功，本文就以目前肯德基在济南的实际经营状况为研究对象，通过参考查看图书馆大量资料和网上最新资料，搜集所需要的例证及相关数据，对肯德基进行一个全面的分析，包括肯德基在济南市快餐餐饮业的发展现状、经营策略、竞争优势和劣势分析，并对资料进行反复研读、论证、对比和归纳，从而得出肯德基在济南快餐餐饮业发展中的竞争力和影响，同时也提出了进一步促进其发展的若干建议。希望通过本文能让大家对肯德基在济南市快餐餐饮业发展中的竞争力有更充分地认识，也为济南市快餐餐饮业的发展带来启示和帮助。 关键词：本土化战略；特许经营；核心竞争力；品牌文化 ABSTRACT Controversial KFC fast food, but still loved by the consumers, into China in 23 years, gradually become the largest fast-food chain. Why is KFC so successful, this KFC in Jinan on the current operating conditions of the actual object of study, large amounts of data through the reference library and view the latest information online, to collect the required illustration and related data, to conduct a comprehensive analysis of KFC including KFC fast food restaurant in Jinan City, current development, business strategy, competitive strengths and weaknesses analysis, and data from repeated reading, argumentation, comparison and induction, so as to arrive in Jinan KFC fast food restaurant industrys competitiveness and development impact also proposed to further promote the development of a number of recommendations. I hope this paper allows everyone KFC fast-food restaurants in Jinan City, the competitiveness of developing more fully understand, Jinan City Key words： Localization strategy；Franchise；Core Competence；Brand Culture 目 录 摘要………………………………………………..…….….…………….. . = 1 \* ROMAN I ABSTRACT………………………..…………….……………………..……………. = 2 \* ROMAN II 前言…………………….………………………………………...……….….……………..1 一、肯德基在济南市快餐餐饮业的发展现状1 (一) 肯德基的企业文化及发展现状…………………….………….…………1 (二)肯德基的主要竞争对手分析...…………………….………….……………...2 二、肯德基的经营策略分析……..….………………………….…..….………….2 (一) 跨文化经营战略………………………………………………………………...2 1. 产品文化营销……………………………….………………………………...2 2. 品牌文化营销……………………………….…………………………….…...3 3. 企业文化营销……………………………….……………………………3 (二) 本土化战略…………………………….……………...…………………….…..4 1. 产品本土化……………………………….……………………………….…...4 2. 原料本土化……………………………….…………………………………...4 3. 员工本土化………………