我国快餐业与肯德基经营模式的比较分析

^论文编号:GM096        包括:开题报告及任务书,^论文字数:6993,页数:12

摘    要

      自1997年9月《中国快餐业发展纲要》颁布以后，中国快餐业迅速发展，到2006年快餐业是已是一个1500亿元的大蛋糕。中国快餐业市场的经营主体仍是中式快餐，即78.9%为中式快餐店，而21.1%为西式快餐店。但是，这样一个庞大的数字，却是以多种不同的业态形式存在。而且中式快餐的品牌集中度处在一个极低的水平，现在进入中式快餐十强的企业，只能算是区域性品牌。且有关数据表明西式快餐的营业额较中式快餐高出近160倍。
如何缩小中西式快餐的差距以发展我国本土品牌，这是撰写本文的目的。笔者试图从我国快餐业与肯德基的经营模式比较分析的角度，寻找两者产生差距的原因，探讨中国快餐业发展的对策。

【关键词】快餐业     肯德基     比较分析 

Abstract

After 'Chinese Fast food industry Development Summary' promulgated in September 1997, the Chinese fast food industry has developed rapidly, till 2006 the fast food industry was already a big cakes about 150 billion Yuan. The main body of Chinese fast food industry market management was still the Chinese type fast-food, namely 78.9% is the Chinese type fast-food noshery, the other 21.1% is the western-style fast-food noshery. But, this kind of huge numeral actually is by the many kinds of different industry condition forms existence. Moreover the Chinese type fast-food brand centralization degree occupies an extremely low-level, now enters the Chinese type fast-food China's Top 10 enterprises, only can be the regional brand. On the basis of the relevant data indicated, the western-style fast food the turnover comparatively Chinese type fast food outdoes nearly 160 times.
How to reduce Chinese and Western fast-food disparity and to develop our country local brand, This is the purpose of writing this article .The author attempts from our country fast food industry and Kentucky's management pattern comparative analysis angle, seeks the two has the disparity reason, discusses the countermeasure about the Chinese fast food industry development.

【Key Words】Fast food industry; Kentucky; Comparative analysis

目  录

1 前言 ...........................................2
2 我国快餐业的现状及其经营问题 ...................2
2.1我国快餐业的现状 ..............................2
2.2我国快餐业的经营问题 ..........................3
3 肯德基的经营模式及其启示....................... 4
3.1肯德基简介 ....................................4
3.2与我国快餐业相比较肯德基的经营特色 ............5
3.3肯德基经营模式给予中国快餐业的启示 ............7
4 发展我国快餐业的对策 ...........................8
4.1标准化的打造 ..................................8
4.2特许经营需谨慎................................ 9
参考文献 .........................................11
致谢 .............................................12

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