真功夫案例分析.docVIP

PAGE PAGE 2 第十七届康腾全国高校学生案例分析大赛 The 17th Content National Collegiate Case Analysis Competition 题目名称：真功夫餐饮公司战略规划研究 团队名称：吉林大学新激扬团队 指导老师：张金山 联络方式 电子邮箱：zhangzp517@ 综述 中国拥有几千年饮食文化，但是蓬勃发展的中式餐饮业却始终摆脱不了这样一个困惑——各个省份都有名冠全球的招牌菜系，更有各界津津乐道的美味小吃，却没有称霸世界的餐饮企业？这不得不引起人们的深思。 对此，国内一些快餐企业已经意识到了这个问题，并且已经着手进行变革。其中，真功夫快餐连锁就是其中一个。 作为知名的中式快餐品牌，真功夫想将传统的中国饮食文化孕育下的健康中式快餐推广出去，替代汉堡等横行中国市场的以油炸食品等不健康食品。这不仅仅是提供给顾客一种新的快餐形式，更是在向顾客提供一种文化，一种背后蕴含着功夫的文化，一种源于我们中国、却适合整个世界的餐饮文化。 然而,面对西式快餐的激烈竞争，面对着企业实际发展中遇到的如何发展品牌战略，如何在企业内部建立健全管理机制，如何做大做强市场等问题，真功夫餐饮公司显得有些迷茫。 本文以真功夫餐饮公司战略规划研究为题，综合运用PEST模型、波特五力模型、SWOT模型等理论工具，对真功夫在中国市场进行宏观环境分析和行业环境分析，及自身优劣势分析，力求得到真功夫处于上述困境的原因。 通过对真功夫这一案例的分析，我们可以窥见到在改革开放30年的今天，民营企业发展存在急需改革的弊端。我们也想借着真功夫这一案例，给广大的中国民营企业以启迪。让他们的企业持续发展。 关键字：真功夫 战略规划 民营企业 Abstract China has thousands of years food culture, but the prosperous development of the Chinese restaurant has always get rid of such a confusion - every province are famous crown global signs cuisines, more circles prurient interest of tasty snacks, but have not dominating the world of catering enterprises? This had to arouse peoples attention. To this, some Chinese fast food enterprises have realized the problem and has embarked on change. Among them, the Real Kungfu fast-food chain is one of them. As a famous Chinese fast food brand, the Real Kungfu to traditional Chinese food culture conceived of healthy Chinese fast food branch out alternative burger Chinese market with auricle Fried foods and other unhealthy food. This is not only offer customers a new kind of fast food, but also in form to provide a kind of culture, a kind of culture behind contain kung fu, a from our China, but for the whole world of catering culture. However, facing the fierce competition in the western fast-food, facing the enterprise reality with how to develop the brand strategy, and how to establish enterprise internal management mechanism, how to become bigger and stronger market problems, such