中式快餐的发展策略研究.docVIP

哈尔滨商业大学德强商务学院 毕业论文（设计） 　毕业论文 　　　　　　题　　目 　　　　　　指导教师 　　　　　　学生姓名 二O 年 月 日摘 要 中国是一个以食而著称的国家。改革开放带来的经济迅速腾飞，城乡居民收入稳步增长和旅游、商务的蓬勃发展为餐饮业的持续兴旺提供了强大的经济和市场基础。我国餐饮市场2003年营业收入高达6060亿元，其中快餐业营业额占了1/3，已突破2000亿元，连锁网点突破100万个，营业额以年均20%以上的高速度增长，成为支持餐饮业发展的重要力量和新的经济增长点。据专家预测，2010年前后，将是我国快餐业发展最辉煌时期，一些新闻媒体也将快餐业列为21世纪的头十年最有发展前途的十个产业之一。然而，与西式快餐相比，中式快餐的发展仍存在较大的差距。洋快餐长驱直入进入中国快餐市场，在中国发展迅速；而中式快餐的发展情况却不乐观，远没有做到快餐要求的标准化、产业化，形成品牌，研究中式快餐发展对策己刻不容缓。 中式快餐业应更新理念，分析中式快餐的发展状况，运用各种战略实现自身成长和扩张。中式快餐应进行合理选址、采用连锁经营模式、完善服务与管理等，以促进与西式快餐同台竞争的现代中式快餐的迅速发展。 关键词：中式；快餐；连锁经营；策略 Research on Development Tactics of Chinese Fast Food Abstract China is a country famous for its variety of food. A sharp economic rise due to an open door policy, a steady increase in urban and rural income and a mushrooming development in business and tourism have all provided a powerful economic and market base for a constantly flourishing food and beverage industries shares in the food and beverage industry reached 606 Billion in 2003. The turnover of the fast-food industry represents one third of the whole industry and has increased in market shares by 200 Billion and founded 10 million chains. The growth of fast-food business is more than 20 percent of the average year turnover. Experts forecast that the fast-food industry will be put on the list of the ten most powerful industries by the first decade of the 21 century , it will be the beginning of the most splendid period. But the Chinese fast-food development still has develop to meet the western fast-food industry western fast-food rapidly entered the Chinese market and quickly expanded. The basis of arguing the Chinese fast-food implication and development period, the development situation of modern Chinese fast-food . Exploring the modern Chinese fast-food industry and analyzing what factors influence its growth. Finally it offers potential development methods, specifically selecting proper location, adopting franchising mode, establishing correct customer ser