本文選題：連鎖快餐　切入點：戰(zhàn)略分析　出處：《上海交通大學(xué)》2012年碩士論文

【摘要】：隨著中國的GDP總量達(dá)到全球第二,人民的生活水平也發(fā)生的巨大的變化,人民的消費(fèi)觀念也發(fā)生了根本的改變,并且現(xiàn)在人的生活節(jié)奏越來越快,出外就餐已經(jīng)成為了大家生活的一部分,快餐是方便快捷餐飲的不二選擇。 快餐行業(yè)以每年10%以上的速度在增長,中國本土的總體市場規(guī)模越來越大。麥當(dāng)勞、肯德基等許多的跨國企業(yè)也把戰(zhàn)略重心轉(zhuǎn)向了中國,在中國市場上,他們已經(jīng)占據(jù)了大部分的市場份額,并且仍然在加速的占領(lǐng)二三線城市。而中國本土也有像“真功夫”等許多非常優(yōu)秀的企業(yè),在領(lǐng)導(dǎo)著中國快餐業(yè)的發(fā)展。市場總量越來越大,行業(yè)每年在持續(xù)的增長,可以預(yù)見,會有越來越多的企業(yè)加入到這一市場中來,也會有更多的企業(yè)成為市場的領(lǐng)導(dǎo)者,成為中國快餐行業(yè)的領(lǐng)軍人物�！疤┙o力”連鎖快餐公司致力于打造中國快餐行業(yè)的領(lǐng)先品牌,如何切入這個市場,如何進(jìn)行市場布局、規(guī)劃,如何開展自己的戰(zhàn)略,如何從一家新創(chuàng)企業(yè)進(jìn)行營銷做到家喻戶曉,如何利用企業(yè)的優(yōu)勢,將店面做大做強(qiáng)是“泰給力”所面臨的主要課題。 本文的主要目的是對擬建項目進(jìn)行調(diào)查研究和分析論證的基礎(chǔ)上,全面展示公司及擬建項目的限制和未來發(fā)展前景,為項目的決策和實施提供科學(xué)的依據(jù)和可靠的保證。 本文研究內(nèi)容主要包括“泰給力”的創(chuàng)業(yè)戰(zhàn)略分析、創(chuàng)業(yè)規(guī)劃和創(chuàng)業(yè)規(guī)劃的實施策略三個部分。首先通過對快餐市場行業(yè)研究,通過運(yùn)用五力分析模型、競爭態(tài)勢矩陣、外部因素矩陣和SWOT等分析方法,分析快餐行業(yè)的現(xiàn)狀和競爭態(tài)勢,總結(jié)“泰給力”應(yīng)該采取的發(fā)展戰(zhàn)略。在明確戰(zhàn)略的基礎(chǔ)上,進(jìn)行創(chuàng)業(yè)規(guī)劃,主要研究了總體規(guī)劃、市場規(guī)劃、組織運(yùn)營規(guī)劃和財務(wù)規(guī)劃。在財務(wù)規(guī)劃分析中,預(yù)測成本,根據(jù)資金的時間價值原理,采用現(xiàn)金流量的方法,計算內(nèi)部收益率和凈現(xiàn)值等評價指標(biāo),并運(yùn)用盈虧平衡分析、敏感性分析和風(fēng)險分析等方法對項目的潛在的風(fēng)險和相關(guān)措施進(jìn)行分析。根據(jù)總結(jié)出的創(chuàng)業(yè)規(guī)劃,具體到如何進(jìn)行實施,主要包括營銷的策略、組織運(yùn)營的策略和財務(wù)計劃的實施策略。 本文充分運(yùn)用了市場營銷管理、戰(zhàn)略管理、生產(chǎn)運(yùn)營管理、人力資源管理和技術(shù)經(jīng)濟(jì)學(xué)等有關(guān)理論,通過對項目市場、投資、效益和風(fēng)險等方面的分析,證明該項目的投資是可行的。本項目是一個可以復(fù)制和參考的典型項目形式,希望對中國餐飲行業(yè)的健康發(fā)展有一定的推動作用,希望對有志于發(fā)展中國餐飲者的朋友,提供較好的解決方法和運(yùn)行模式的參考方案。
[Abstract]:With the total amount of GDP in China reaching the second largest in the world, the living standards of the people have also undergone tremendous changes, people's consumption concepts have also undergone a fundamental change, and now the pace of life of people is getting faster and faster. Dining out has become a part of our lives, fast food is a convenient and fast food choice. The fast food industry is growing at a rate of more than 10 percent a year, and the overall market in China is getting bigger and larger. Many multinational companies, such as McDonald's, KFC and others, have also shifted their strategic focus to China, where the market. They already have most of the market share and are still accelerating their occupation of the second and third tier cities. And there are many very good companies in China, such as Real Kung Fu. In leading the development of China's fast food industry. The total amount of the market is getting larger and larger, and the industry continues to grow every year. It can be predicted that more and more enterprises will join the market, and more enterprises will become market leaders. To become a leader in the fast food industry in China. The "Taichili" fast food chain is committed to building a leading brand in the Chinese fast food industry, how to cut into this market, how to layout, plan, and how to develop its own strategy. How to do marketing from a new enterprise is a household name, how to make use of the advantages of the enterprise, and how to make the store bigger and stronger is the main subject "Taixili" faces. The main purpose of this paper is to provide scientific basis and reliable guarantee for the decision-making and implementation of the project on the basis of investigation, analysis and demonstration of the proposed project, showing the limitations and future development prospects of the company and the proposed project in an all-round way. The research content of this paper mainly includes three parts: the entrepreneurial strategy analysis of "Taishili", the implementation strategy of entrepreneurial planning and entrepreneurial planning. Firstly, through the research on the fast food market industry, through the use of the five forces analysis model, the competitive situation matrix. The external factor matrix and SWOT are used to analyze the current situation and competition situation of fast food industry, and the development strategy should be adopted by Taixili. On the basis of clear strategy, entrepreneurial planning is carried out, and the overall planning is mainly studied. Market planning, organizational operation planning and financial planning. In financial planning and analysis, the cost is predicted, and the internal rate of return and net present value are calculated according to the principle of time value of funds and the method of cash flow. And use break-even analysis, sensitivity analysis and risk analysis to analyze the potential risks of the project and related measures. According to the summed up of entrepreneurial planning, how to implement, mainly including marketing strategies, The strategy of the organization's operation and the implementation of the financial plan. This paper makes full use of relevant theories such as marketing management, strategic management, production and operation management, human resource management and technical economics, etc., through the analysis of project market, investment, benefit and risk, etc. This project is a typical project form that can be copied and referenced. It hopes to promote the healthy development of Chinese catering industry, and also to the friends who are interested in developing Chinese food and beverage industry. To provide a better solution and operation mode of the reference scheme.
【學(xué)位授予單位】：上海交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F719.3

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