杭州市中式快餐发展现状与问题初探

文档编号:YX121 文档字数:17422,页数:31

摘要
 我国饮食文化博大精深，举世闻名，但中式快餐业在二十年的发展过程中，却领教了西式快餐强大的市场攻势。中式快餐怎样在竞争中塑造和炼就金刚之身，立于不败之地是值得每一位中国人思考的问题。
 本文在综述现代快餐业的含义及发展历程，现代中式快餐发展状况，现代中式快餐研究意义、现状及不足的基础上，用文献^^文档法、逻辑分析法、案例分析法、市场调查法等方法研究了现代中式快餐发展现状及存在问题，分析了影响中式快餐业发展的主要因素。中西式快餐产品的差别是显而易见的，但是中国人选择中西式快餐的心理却是隐性的，因此本文在调研的基础上分析了中国的饮食文化特点以及中式快餐消费群体的消费特征，为战略选择和实施提供依据。
 其次，随着我国经济的增长，快餐业发展迅猛，面对西式快餐风靡中国各大城市，中式快餐与西式快餐的竞争日益激烈，中式快餐需要制定有利于中式快餐发展的策略，而在制定策略之前，最重要的是对行业的内外环境进行分析，文章利用安德鲁斯的SWOT战略分析模型对中式快餐业的优势、劣势、机遇、威胁进行分析。
 最后，文章结合现状及未来发展趋势提出中式快餐的发展策略，为中式快餐业更新理念，提出策略实现自身成长和扩张，提供了理论依据，运作出发点和基本思路，以促进与西式快餐同台竞争的中式快餐民族产业迅速发展。
关键词：中式快餐，SWOT，发展现状，问题分析，发展策略

 ABSTRACT
 Our country food civilization is had extensive knowledge and profound scholarship,which attracting worldwide attention.Chinese Fast Food industry is in the development course of twenty years,how the Western powerful market offensive Chinese quick meal.So asked somebody's advice or opinion is modeled and smelt the body of Buddha's warrior attendant in the competition,and to establish oneself in an unassailable position is being worth each Chinese thinking deeply.
 The thesis summarize the present situation through data from market research and field research ,exploring the exising problems of modern quick meal industry and develops the course,and methods such as on the foundation of Chinese style quick meal research meaning of modern times,present situation and shortcoming,adopts the contrast and lists example law,data law and market sampling survey etc were studied the Chinese style quick meal of modern times and are developed the present situation and exists the question the Chinese-style quick meal development condition of modern times,and analyse the modern follow-on major factor of Chinese style quick meal of influence.
 Next along with the increase of our country economy,the quick meal industry development is swift,and facing fashionable each big city of China of Western style quick meal,the competition of Chinese-style Fast Food meal and Western-style Fast Food is intense increasingly,and the Chinese style quick meal need to be laid down being favour of the follow-on strategy of Chinese-style Fast Food,and the most important is analysing to the inside and outside environment of trade before laying down the strategy,the essay uses Andrews this the superiority to the Chinese-style Fast Food industry of SWOT's strategic analysis model,inferior strength,opportunity and threat analyses.
 Combine the development strategy that present situation and coming development trend were put forward the Chinese style quick meal,and is one melting the standardization and management popularized science for the civilization strategy of an organic whole,and will restricts he follow-on various factors of Chinese-style Fast Food exactly promoting to the civilization administrative levels.And choose the real time of Chinese style quick meal enterprise that possesses the representativeness most,and studies the Chinese-style Fast Food enterprise of analysis is how to carry on the strategic implementation achievements of strategy selection as well as civilization.
 By way of above analysis research,for the Chinese fast food industry renewal reason is read,the application civilization strategy is realized self growing up and expands,and provided theory basis,and the fortune work is set out a little and the basic train of thought.
KEYWORDS：Chinese Fast Food,SWOT, Development Of The Status Quo,Problem Analysis,Developing Strategy
目 录
第一章 引言 1
第一节 选题的背景与意义 1
一、选题的背景 1
二、选题的意义 1
第二节  研究的方法和步骤 2
第三节  相关文献回顾 2
 一、国外研究概况 2
二、国内研究现状 3
第二章 杭州中式快餐的发展现状浅析 6
第一节 杭州市中式快餐的发展速度 6
第二节 杭州市中式快餐的经营方式 6
第三节 杭州市中式快餐的地理位置 7
第三章 杭州中式快餐业的SWOT分析 8
第一节  中式快餐业的优势（S） 8
一、品种丰富 8
二、口味多样化 8
三、价格适中 9
四、营养搭配合理 10
第二节  中式快餐业的劣势（W） 11
一、创新能力不足 11
二、人力管理不善 11
三、服务水平低下 11
四、缺乏标准化 12
五、市场定位难 12
六、品牌意识薄弱 13
第三节  中式快餐业的机遇（O） 14
一、市场前景灿烂 14
二、先进管理观念的传入 14
三、政策的大力支持 15
第四节 中式快餐业的威胁（T） 15
 一、西餐业延伸能力强大 15
二、饮食文化在改变 16
三、西餐业在杭州发展的基础坚实 17
四、大量的潜在进入者 17
五、小结 18
第四章 杭州市中式快餐的发展对策 19
第一节 合理选址 19
第二节 采用连锁经营模式 19
第三节 完善服务，加强管理 19
第四节 实施地域化战略，打造杭州特色品牌 20
第五章 结论 21
第一节 研究结论 21
第二节 不足与展望 21
参考文献 23
致谢 24
附录 25

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