马家私房面餐饮有限公司竞争战略研究

(63页)

'马家私房面餐饮有限公司竞争战略研究'
摘要随着国民经济的飞速发展,各行各业都呈现出强劲的发展势头, 服务业作为第三产业,近年来在经济发展中发挥着越来越重要的作用, 俨然已于第一第二产业并驾齐驱。伴随国民经济的迅速发展,人们生 活水平不断提高,对物质文化生活的追求也不断升高,从而对服务业 服务质量的要求也随着升高。当物质需求逐渐转化为精神需求,服务 业从业质量受到了前所未有的关注。这种关注不仅来自于消费者,政 府也对其十分重视。国家先后颁布了数项相关的法律法规,岀台了多 项相关政策来规范服务业从业行为,帮助服务业健康持续发展。通过 分析我国服务业的发展现状我们不难发现,在企业竞争激烈的当前社 会环境下,如何快速提升服务质量,抓住消费者需求是当前服务业急 需解决的难点问题,同时也是服务业从业人员应该关注的一个重点问 题,机遇与挑战并存。作为服务业的一个典型成功案例,xx私房面于2008年成立,随 后发展迅速,2014年开展跨区域连锁经营,在随后的9年时间收益突 破亿元,目前已经开始投资海外市场。作为代表性中式连锁餐饮企业, xx私房面是如何在竞争激烈的环境下成功运作,如何赢取了消费者的 信赖和喜爱?本文从企业经营实践的角度出发,运用PEST分析方法, 对XX私房面运营策略、自身发展条件以及企业外部环境进行了综合 分析,并指出了其生存与发展过程中存在的主要问题及最重要的解决 策略。通过研究我们发现,一个优秀的企业在发展过程中需要建立一 套适合自身发展的、科学合理的发展策略,要在科学的发展规划下进 行企业改革创新,不能盲目跟风。与此同时,结合XX私房面发展经营状况,我们设计了一套调查问卷,结合深度访谈的了解方式,我们 提出了有建设性意义的当前企业发展的总体发展战略,这一战略也为 提升XX私房面的企业竞争力做出了指导。最后,我们通过SWOT分析, 分析了 XX私房面运营过程中的优点和劣势,并做出了针对性战略分 析,为其做了详细的风险防范分析。本文以XX私房面为分析案例, 制定了一套适合其发展的系统性企业战略规划方案,该方案对于其他 餐饮行业的生存与发展也起到了一定的示范意义,可以供其他行业参 考借鉴。关键词:竞争战略总成本领先战略中式快餐XX私房面RESEARCH ON MAJIA PRIVATE NOODLE COMPANY^COMPETITIVE STRATEGYABSTRACTWith the rapid development of the Chinese economy, all walks of life are showing a strong development trend. In recent years, the tertiary industry plays an increasingly important role in economic development, seems to have been keep pace with the first industry and the secondary industry. At the same time, people's living standards continue to improve, the pursuit of material and cultural life is also rising, so the service industry service quality requirements also increased. When the material needs gradually transformed into spiritual needs, the quality of service industry has been an unprecedented concern, which not only from the consumers, but also to the government. China has promulgated a number of related laws and regulations, introduced many related policies to regulate the service industry's behavior, to help the healthy and sustainable development of the service industry. By analyzing the current development of China's service industry, we can easily find that in the current social environment of enterprises under fierce competition, how to improve the quality of service, to seize the consumer demand is the difficult problem of the services needed? The employees in the service industry should concern on this issues, both opportunities and challenges?This research takes Majia Private Noodle as a typical success case in the service industry. Majia Private Noodle was established in 2008, the private sector to carry out cross regional chain operations in 9 years, the turnover has exceeded 100 billion Yuan and began to invest in overseas markets in 2014. As a Chinese fast food chain enteiprise, the development of the Majia Private Noodle is representative? This paper from the enterprise management practice, to solve the core problem mainly influence enterprise survival and development process as the goal, by using the PEST analysis method, the external environment of the private enterprises and their own conditions, are analyzed? The research that through t
关 键 词:
家私 餐饮 有限公司 竞争 战略研究
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