杭州市中式快餐發展現狀與問題初探

市場營銷論文編號:YX121 論文字數:17422,頁數:31

目 錄
第一章 引言 1
第一節 選題的背景與意義 1
一、選題的背景 1
二、選題的意義 1
第二節  研究的方法和步驟 2
第三節  相關文獻回顧 2
 一、國外研究概況 2
二、國內研究現狀 3
第二章 杭州中式快餐的發展現狀淺析 6
第一節 杭州市中式快餐的發展速度 6
第二節 杭州市中式快餐的經營方式 6
第三節 杭州市中式快餐的地理位置 7
第三章 杭州中式快餐業的SWOT分析 8
第一節  中式快餐業的優勢（S） 8
一、品種豐富 8
二、口味多樣化 8
三、價格適中 9
四、營養搭配合理 10
第二節  中式快餐業的劣勢（W） 11
一、創新能力不足 11
二、人力管理不善 11
三、服務水平低下 11
四、缺乏標準化 12
五、市場定位難 12
六、品牌意識薄弱 13
第三節  中式快餐業的機遇（O） 14
一、市場前景燦爛 14
二、先進管理觀念的傳入 14
三、政策的大力支持 15
第四節 中式快餐業的威脅（T） 15
 一、西餐業延伸能力強大 15
二、飲食文化在改變 16
三、西餐業在杭州發展的基礎堅實 17
四、大量的潛在進入者 17
五、小結 18
第四章 杭州市中式快餐的發展對策 19
第一節 合理選址 19
第二節 采用連鎖經營模式 19
第三節 完善服務，加強管理 19
第四節 實施地域化戰略，打造杭州特色品牌 20
第五章 結論 21
第一節 研究結論 21
第二節 不足與展望 21
參考文獻 23
致謝 24
附錄 25

摘要
 我國飲食文化博大精深，舉世聞名，但中式快餐業在二十年的發展過程中，卻領教了西式快餐強大的市場攻勢。中式快餐怎樣在競爭中塑造和煉就金剛之身，立于不敗之地是值得每一位中國人思考的問題。
 本文在綜述現代快餐業的含義及發展歷程，現代中式快餐發展狀況，現代中式快餐研究意義、現狀及不足的基礎上，用文獻資料法、邏輯分析法、案例分析法、市場調查法等方法研究了現代中式快餐發展現狀及存在問題，分析了影響中式快餐業發展的主要因素。中西式快餐產品的差別是顯而易見的，但是中國人選擇中西式快餐的心理卻是隱性的，因此本文在調研的基礎上分析了中國的飲食文化特點以及中式快餐消費群體的消費特征，為戰略選擇和實施提供依據。
 其次，隨著我國經濟的增長，快餐業發展迅猛，面對西式快餐風靡中國各大城市，中式快餐與西式快餐的競爭日益激烈，中式快餐需要制定有利于中式快餐發展的策略，而在制定策略之前，最重要的是對行業的內外環境進行分析，文章利用安德魯斯的SWOT戰略分析模型對中式快餐業的優勢、劣勢、機遇、威脅進行分析。
 最后，文章結合現狀及未來發展趨勢提出中式快餐的發展策略，為中式快餐業更新理念，提出策略實現自身成長和擴張，提供了理論依據，運作出發點和基本思路，以促進與西式快餐同臺競爭的中式快餐民族產業迅速發展。
關鍵詞：中式快餐，SWOT，發展現狀，問題分析，發展策略

 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