論文題目：基于波特五力模型對中式快餐業(yè)發(fā)展的研究
【摘要】 近年來人們生活節(jié)奏的加快和旅游業(yè)的快速發(fā)展,促使中式快餐逐漸興起,并在品牌種類、銷售模式、產(chǎn)品創(chuàng)新、企業(yè)架構(gòu)等方面取得了很大進步,但同國際先進快餐業(yè)相比,中式快餐業(yè)發(fā)展還存在一定差距.作者運用波特五力模型對中式快餐行業(yè)發(fā)展中的瓶頸障礙進行分析,并提出我國中式快餐行業(yè)營銷策略選擇和結(jié)論,即只有實施品牌戰(zhàn)略,發(fā)展連鎖經(jīng)營,加強自主創(chuàng)新,實施標準化戰(zhàn)略,并進行準確的目標市場分析后,才能不斷提升中式快餐的核心競爭力.
【關(guān)鍵詞】 中式快餐 五力模型 營銷策略
Research of the development of Chinese fast food on the basic of Michael Porter's Five Forces Model
Nowadays,with the fast development of tourism and the speeding up of the pace of our life,Chinese fast food is springing up.It makes big progress in brand type、market pattern、product innovation、corporation structure.But compare to international fast food,the development of Chinese fast food still have some discrepancy.The author use the Michael Porter's Five Forces Model to analyze the barrier which exist in the developmental process of Chinese fast food.He puts forward the selection of Markert strategy and conclusion of Chinese fast food.That is:only carry out brand strategy,develop sales chain,strengthen independent innovation,implement standardization strategy and have a exact analysis of target market,can we constantly enhance the core competition of Chinese fast food.
Key words:Chinese fast food ; Five Forces Model;Market strategy