【摘要】：在中國經(jīng)濟快速增長的背景下,我國的快餐業(yè)也相應(yīng)得到了迅猛的發(fā)展,但相對于肯德基、德克士等西式快餐巨頭在當(dāng)?shù)鼐薮蟮氖袌稣加新室约俺晒Φ氖袌鲞\作方式,本文的研究對象河北甘蘭餐飲有限公司無論從營業(yè)額、企業(yè)規(guī)模還是從品牌知名度、管理方式都無法與之相抗衡,市場競爭力還很薄弱,管理的現(xiàn)代化程度還有待提高。解決該企業(yè)存在問題的關(guān)鍵在于能否制定一個適應(yīng)該企業(yè)發(fā)展的科學(xué)合理的競爭戰(zhàn)略,形成自己獨特的競爭優(yōu)勢。 本文旨在為甘蘭餐飲公司從競爭戰(zhàn)略的角度上尋求解決方案。從企業(yè)的經(jīng)營目標(biāo)出發(fā),運用宏觀環(huán)境分析模型PEST,波特五力分析模型,SWOT結(jié)構(gòu)矩陣等分析工具,對該企業(yè)的外部環(huán)境和內(nèi)部能力進(jìn)行全面深入的調(diào)研,明確了市場定位,確定了該企業(yè)在競爭激烈的快餐市場中應(yīng)當(dāng)揚長避短,趨利弊害采取差異化的競爭戰(zhàn)略。關(guān)于競爭戰(zhàn)略在職能層面的實施本文主要從運營、營銷、服務(wù)、人力資源四個方面進(jìn)行了重點闡述,運用平衡記分卡這一工具對財務(wù)、客戶、企業(yè)內(nèi)部流程、學(xué)習(xí)與成長四個方面進(jìn)行競爭戰(zhàn)略實施效果評估,在產(chǎn)出、行為和投入三個方面對競爭戰(zhàn)略的實施進(jìn)行控制,制定一些具體的措施對戰(zhàn)略的順利實施進(jìn)行保障,如設(shè)立公司級戰(zhàn)略管理委員會和申報制度,加強競爭戰(zhàn)略實施方面的培訓(xùn)和各個層級的互動交流,完善監(jiān)督機制,明確獎懲等。通過研究希望不但對甘蘭餐飲公司進(jìn)一步的發(fā)展有所幫助,而且能為別的中式快餐企業(yè)提供新的發(fā)展思路,具有一定的借鑒和應(yīng)用價值。
[Abstract]:In the context of rapid economic growth in China, the fast food industry in China has also developed rapidly, but compared with KFC, Dex and other Western fast food giants in the local huge market share and successful market operation. The research object of this paper is Hebei Ganlan Catering Co., Ltd., which can not compete with the turnover, enterprise scale or brand popularity, the market competitiveness is still very weak, and the degree of modernization of management needs to be improved. The key to solve the existing problems of the enterprise lies in whether it can formulate a scientific and reasonable competitive strategy to adapt to the development of the enterprise and form its own unique competitive advantage. The purpose of this paper is to find a solution from the perspective of competitive strategy for Gran Food & Beverage Company. Based on the business objectives of the enterprise, this paper makes a thorough investigation on the external environment and internal capability of the enterprise by using the macro-environment analysis model, PEST, Porter five-force analysis model, SWOT structure matrix and other analytical tools, and clarifies the market position. It is determined that the enterprise should develop its strengths and circumvent its weaknesses in the competitive fast food market, and adopt a differentiated competitive strategy for its advantages and disadvantages. On the implementation of competition strategy in the functional level, this paper focuses on the four aspects of operation, marketing, service and human resources, using balanced scorecard as a tool to analyze the internal processes of finance, customers and enterprises. Four aspects of learning and growth to evaluate the effectiveness of the implementation of the competition strategy, in the output, behavior and input to control the implementation of the competition strategy, formulate some specific measures to ensure the smooth implementation of the strategy, Such as setting up company level strategic management committee and reporting system, strengthening competition strategy implementation training and interactive exchange at all levels, perfecting supervision mechanism, making clear rewards and punishments, and so on. It is hoped that the research will not only help the further development of the Gran restaurant company, but also provide new development ideas for other Chinese fast food enterprises, which has certain reference and application value.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F272;F719

【參考文獻(xiàn)】

相關(guān)期刊論文 前1條

1 本刊編輯部;閆燕;馬永嬌;蔡蒼;梁婧晶;范超;;熱烈慶祝食品安全法正式實施[J];食品安全導(dǎo)刊;2009年04期

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