本文關鍵詞：Y公司新產品開發(fā)流程研究及對中國快速連鎖餐飲市場的啟示　出處：《復旦大學》2008年碩士論文　論文類型：學位論文

  更多相關文章： 連鎖快速餐飲 新產品開發(fā) 新品開發(fā)流程 市場調研 營銷

【摘要】： 隨著中國改革開放的深入,人民生活的改善,國內中式餐飲業(yè)正面臨重大的機遇和挑戰(zhàn)。為了適應市場經濟的快速節(jié)奏,快餐連鎖經營的模式無疑是一個重要選項。有著五千年燦爛歷史的中華文明孕育出了舉世聞名的中華美食。中華美食對于原料精挑細選,制作方法匠心獨運,追求養(yǎng)生調理孜孜不倦。中式餐飲業(yè)脫胎于古老的中華料理,秉承悠久的歷史傳統(tǒng),正煥發(fā)無限的青春。但是,正由于中式餐飲業(yè)身上厚重的歷史承擔,在現(xiàn)代社會中,其局限性已日益束縛住了企業(yè)成長的手腳。 相反,自從二十世紀九零年代以來,國際知名快餐企業(yè)紛至沓來,在國內餐飲行業(yè)掀起了一股現(xiàn)代餐飲革命的旋風。這些外資企業(yè)帶來了現(xiàn)代快餐連鎖經營的理念與方式,同時結合國內實際情況,精耕細作,又不失時機地把握發(fā)展機遇,作大作強,如今已跨入了全國餐飲頂尖企業(yè)之列。 面對機遇和挑戰(zhàn),中式餐飲只有借他山之石攻玉。本文就是想借某外資餐飲集團的新產品研究流程,對近年來國內餐飲業(yè)連鎖發(fā)展中的產品開發(fā)問題作一番探索。 在論文中介紹了中式快餐連鎖業(yè)的發(fā)展現(xiàn)狀,包括餐飲行業(yè)的分類,快餐連鎖行業(yè)的內涵,行業(yè)所面臨的挑戰(zhàn)。本文運用五力競爭模型分析中式快餐連鎖業(yè)的競爭力和發(fā)展瓶頸,分析將涵蓋潛在競爭者、在位者競爭強度和可持續(xù)盈利能力、替代產品壓力、供應商議價能力、買家議價能力、政府管制和市場成長等方面。 論文的重點在于分析某外資公司Y餐飲集團新產品的開發(fā)流程。論述該公司新產品開發(fā)的創(chuàng)新人力組織架構;從產品的開發(fā)策略、新品開發(fā)概念,新品開發(fā)、營運測試、上市準備和上市、以及上市回顧等環(huán)節(jié)來分析,這一流程是如何為該企業(yè)的市場營銷作出巨大貢獻的。同時論文分析顧客導向和市場調研在流程中的重要作用。 論文的意義存在于探究Y公司新產品開發(fā)流程對國內中式快餐業(yè)有何啟示。我們將揭示創(chuàng)新,這一企業(yè)發(fā)展的第一法寶,是中式快餐發(fā)展的靈丹妙藥;而正確的開發(fā)理念,科學的開發(fā)流程,有效的開發(fā)執(zhí)行是創(chuàng)新的關鍵保障。
[Abstract]:With the deepening of China's reform and opening up and the improvement of people's life, the domestic Chinese restaurant industry is facing great opportunities and challenges in order to adapt to the rapid pace of the market economy. The mode of fast food chain operation is undoubtedly an important option. The Chinese civilization with a splendid history of 5,000 years has given birth to the world-famous Chinese food. The Chinese restaurant industry is born out of the ancient Chinese cuisine, adhering to a long historical tradition, is radiating infinite youth. However, it is due to the heavy history of the Chinese catering industry. In modern society, its limitations have increasingly constrained the growth of enterprises. On the contrary, since the nineties in 20th century, international famous fast food companies have been coming in one after another. In the domestic catering industry set off a whirlwind of modern catering revolution. These foreign-funded enterprises have brought modern fast food chain management ideas and methods, combined with the actual situation in the country, intensive cultivation. Seize the opportunity to seize the opportunity to make a strong, has now stepped into the top catering enterprises in the country. In the face of opportunities and challenges, Chinese catering can only borrow other mountains of stone attack jade. This article is to borrow a foreign food and beverage group's new product research process. In recent years, the domestic restaurant chain development in the development of products to explore some issues. The paper introduces the development of Chinese fast food chain industry, including the classification of the catering industry, fast food chain industry connotation. This paper uses the five-force competition model to analyze the competitiveness and development bottleneck of Chinese fast food chain industry, which will cover the potential competitors, incumbent competition intensity and sustainable profitability. Alternative product pressure, supplier bargaining power, buyer bargaining power, government regulation and market growth. The emphasis of the paper is to analyze the development process of the new product of a foreign-funded company Y Catering Group, and to discuss the innovative human resources organization structure of the new product development of the company. From the product development strategy, new product development concept, new product development, operational testing, listing preparation and listing, as well as listing review and other links to analyze. The paper also analyzes the important role of customer orientation and market research in the process. The significance of this paper lies in exploring the enlightenment of Y Company's new product development process to the domestic Chinese fast food industry. We will reveal innovation, the first magic weapon for the development of this enterprise, is the panacea for the development of Chinese fast food; Correct development idea, scientific development process and effective development execution are the key guarantee of innovation.
【學位授予單位】：復旦大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：F719.3

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