肯德基竞争力分析.docVIP

xxxxx毕业论文 PAGE - PAGE 16 - 摘 要 随着济南市人们物质文化生活水平的提高，济南市民对餐饮消费的投入比重也越来越大，因此使得济南餐饮业的竞争日益加剧。而在这竞争的氛围下，作为餐饮行业巨头的百胜集团在济南餐饮市场仍然有着非凡的竞争力。本文重点分析百胜集团旗下公司肯德基在济南快餐市场的竞争力优势，从产品、服务、销售、宣传、支持等多个方面入手，通过大量阅读期刊、书籍与浏览网站，搜集相关信息，运用所学的经济学原理进行了总结和归纳。同时，由于五年计划的继续进行，餐饮行业即将迎来一个新的黄金时期，这对于百度餐饮集团来说充满了挑战与机遇。百胜集团旗下公司肯德基应当总结和吸收自身成功的经验，改正和分析自身的不足，提升竞争力，在将来的竞争中屹立不倒。 关键词：餐饮业；肯德基；竞争力； 请将你的内容按此思路重新组合一下，其他细节自己负责。 ABSTRACT With the development of people’s material standard of living in Jinan, their proportion of inputs to the food consumption is also growing. Therefore make the restaurant’s increase competition in Jinan. However, under the atmosphere of competition, as the leading enterprise of catering industry, Yum group still has extraordinary competitiveness in Jinan catering market. In this article, we focus on analysis the competitive advantage of Yum Corp company KFC in Jinan catering market, start with the many aspects of product、services、sales、advocacy、support, through reading a large number of journals、books and browsing the Web, gather relevant information, application of learned principles of economics to summary and induce. At the same time, because of continue executing of Five-year Plan, catering industry is about to usher in a new golden age, which is full of challenges and opportunities for Yum group. Yum Corp company should summary and absorb the experience of its own success, correct and analysis own limitations, which is benefit to improve self competitiveness and stand firm in competition in the future. Key words： catering industry；KFC；competitive； 目 录 摘要………………………………………………..……………..….……………………. = 1 \* ROMAN I ABSTRACT…………………….…………….……………………..……………. = 2 \* ROMAN II 一、前言…….…………………………………………….….…………………………….1 二、绪论……..….………………………….…..….………….2 (一) 济南市餐饮业发展现状………………………………………………………..2 (二) 百胜集团下属企业肯德基在济南快餐业中的竞争地位…...………………..2 1. 百胜集团概况…………………………………………………………………..2 2. 肯德基在济南快餐业中的竞争地位…………………………………………….3 三、餐饮企业竞争力优势……..….……………………….…..….………….4 (一) 竞争力优势的内涵………………………………………………………..4 (二) 影响餐饮行业竞