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
哈尔滨商业大学德强商务学院毕业论文（设计）
中式快餐的发展策略研究
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
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哈尔滨商业大学德强商务学院毕业论文（设计）
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 service and managerial methods, adopting the area strategy. It is the writer hope that the article provides a meaningful idea that will aid in the improvement of both Chinese fast-food development theory and the modern Chinese fast-food industry.
Key words: chinese; fast- food; chain operation; tactic
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哈尔滨商业大学德强商务学院毕业论文（设计）
目 录
摘 要 ·····································································································································I Abstract ······································································································································ II 1 绪 论 ······························································································································ 1
1.1 研究背景 ··················································································································· 1 1.2 研究目的和意义 ······································································································· 1
1.2.1 研究目的 ·········································································································· 1 1.2.2 研究意义 ·········································································································· 1 1.3 研究思路与方法 ······································································································· 2
1.3.1 研究思路 ·········································································································· 2 1.3.2 研究方法 ·········································································································· 2
2 快餐与中式快餐的经营管理理论 ······················································································ 3
2.1 快餐的含义 ··············································································································· 3 2.2 中式快餐的含义及分类 ··························································································· 3
2.2.1 传统快餐 ·········································································································· 3 2.2.2 现代快餐 ·········································································································· 3 2.2.3 传统快餐与现代快餐的区别 ·········································································· 3 2.3 中式快餐经营管理的相关理论 ··············································································· 4
2.3.1 STP理论 ·········································································································· 4 2.3.2 连锁经营理论 ·································································································· 6
3 西式快餐发展的经验分析 ·································································································· 8
3.1 产品方面 ··················································································································· 8 3.2 服务方面 ··················································································································· 8 3.3 管理模式方面 ··········································································································· 8 3.4 人才竞争意识方面 ··································································································· 9 3.5 文化方面 ··················································································································· 9 4 中式快餐发展的现状 ········································································································ 10
4.1 中式快餐的发展情况 ····························································································· 10
4.1.1 标准化方面已经取得一定成绩 ···································································· 10 4.1.2 借鉴西式快餐管理方式取得一定成功 ························································ 10 4.1.3 部分中式快餐充分挖掘中餐的特色 ···························································· 10 4.1.4 技术创新的进一步发展 ················································································ 10 4.2 中式快餐的优势 ····································································································· 11
4.2.1 品种丰富 ········································································································ 11
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哈尔滨商业大学德强商务学院毕业论文（设计）
4.2.2 口味多样化 ···································································································· 11 4.2.3 价格适中 ········································································································ 12 4.2.4 营养搭配合理 ································································································ 13 4.3 中式快餐发展中存在的问题 ················································································· 13
4.3.1 产品创新与标准化水平低 ············································································ 13 4.3.2 市场定位问题 ································································································ 14 4.3.3 物流体系不完善 ···························································································· 14 4.3.4 连锁经营的规模化效益不高 ········································································ 14 4.3.5 服务水平低 ···································································································· 15 4.3.6 选址不够合理 ································································································ 16
5 中式快餐发展策略分析 ···································································································· 17
5.1 市场定位及产品开发策略 ····················································································· 17
5.1.1 市场定位策略 ································································································ 17 5.1.2 产品开发策略 ································································································ 17 5.2 提高产品的标准化水平 ························································································· 18 5.3 物流体系的建设 ····································································································· 19 5.4 连锁经营模式的改进 ····························································································· 19
5.4.1 确立大众化的餐饮经营思想 ········································································ 19 5.4.2 实施PB商品策略 ························································································· 20 5.4.3 注重连锁经营的质与量的统一 ···································································· 20 5.5 建立中式快餐合理的选址标准 ············································································· 21 结 论 ·································································································································· 22 参考文献 ·································································································································· 23 致 谢 ·································································································································· 24 附 录1 ······························································································································· 25 附 录2 ······························································································································· 28
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