第三次修改 探析中式快餐企业的发展战略---以和合谷为例.docVIP

山西财经大学毕业论文（设计） 山西财经大学毕业论文（设计） PAGE 10 PAGE 9 探析中式快餐企业的发展战略 以和合谷为例 摘 要：我国快餐行业的兴起源于改革开放以后，特别是随着近年来社会经济的快速变革，我国快餐市场也在呈现逐年扩大的趋势。但就目前的情况来式，本土中式快餐的发展情况并不如预期所想的顺利，反而是在与以“肯德基、麦当劳”为代表的西式快餐的竞争中处于劣势地位，市场交锋屡屡落败。在这种形势中，中式快餐如何坚守自身特色、重塑自身形象，就成为一个非常具有现实意义的问题。 本文正是从这一问题出发，以和合谷餐饮集团为例，通过分析快餐行业的发展形势，对比中式快餐与西式快餐的优势所在，从而提出相应的解决策略，以求为国内快餐行业的发展提供一份助力。 关键词：中式快餐；优势；问题；发展策略 Study on the development strategy of Chinese fast food enterprises In there as an example Abstract: China's fast food industry from after the reform and opening up, especially with the rapid change of the social economy in recent years, China's fast food market has been increasing in tendency. But in the present situation, development situation of local Chinese fast food is not expected to smooth, but is at a disadvantage in the "KFC, McDonald's and" is the representative of Western fast food in the competition, the market has lost the battle. In this situation, how to stick to its own characteristics, Chinese fast food to reshape their image, has become a very realistic problem. This article is precisely embarks from this problem there, to restaurant group as an example, through the analysis of the development situation of fast food industry, the Chinese fast food and Western style fast-food comparison superiority, and puts forward corresponding solutions, in order to provide a boost to the development of domestic fast food industry. Key word：Chinese Fast Food ；Advantage ；The problem ；Development strategy 目录 1.引言……………………………………………………………………………1 2、快餐行业的种类和发展………………………………………………………1 2.1快餐行业的分类………………………………………………………1 2.2中式快餐行业的发展…………………………………………………2 3.中式快餐的优势所在以及存在问题…………………………………………2 3.1中式快餐的优势所在…………………………………………………3 3.1.1起步较晚，可以借鉴国外快餐发展经验……………………3 3.1.2根本土，从传统餐馆中吸收营养…………………………… 3.1.3守直营不加盟政策，可以防止企业过快发展……………… 3.1.4土化经营，更能获取消费者认可…………………………… 3.2中式快餐面临的问题…………………………………………………5 3.2.1品牌知名度较底………………………………………………6 3.2.2生产效率不高………………………………………