Y公司新产品开发流程研究及对中国快速连锁餐饮市场的启示

发布时间：2018-01-16 08:12

本文关键词：Y公司新产品开发流程研究及对中国快速连锁餐饮市场的启示　出处：《复旦大学》2008年硕士论文　论文类型：学位论文

【摘要】： 随着中国改革开放的深入,人民生活的改善,国内中式餐饮业正面临重大的机遇和挑战。为了适应市场经济的快速节奏,快餐连锁经营的模式无疑是一个重要选项。有着五千年灿烂历史的中华文明孕育出了举世闻名的中华美食。中华美食对于原料精挑细选,制作方法匠心独运,追求养生调理孜孜不倦。中式餐饮业脱胎于古老的中华料理,秉承悠久的历史传统,正焕发无限的青春。但是,正由于中式餐饮业身上厚重的历史承担,在现代社会中,其局限性已日益束缚住了企业成长的手脚。相反,自从二十世纪九零年代以来,国际知名快餐企业纷至沓来,在国内餐饮行业掀起了一股现代餐饮革命的旋风。这些外资企业带来了现代快餐连锁经营的理念与方式,同时结合国内实际情况,精耕细作,又不失时机地把握发展机遇,作大作强,如今已跨入了全国餐饮顶尖企业之列。面对机遇和挑战,中式餐饮只有借他山之石攻玉。本文就是想借某外资餐饮集团的新产品研究流程,对近年来国内餐饮业连锁发展中的产品开发问题作一番探索。在论文中介绍了中式快餐连锁业的发展现状,包括餐饮行业的分类,快餐连锁行业的内涵,行业所面临的挑战。本文运用五力竞争模型分析中式快餐连锁业的竞争力和发展瓶颈,分析将涵盖潜在竞争者、在位者竞争强度和可持续盈利能力、替代产品压力、供应商议价能力、买家议价能力、政府管制和市场成长等方面。论文的重点在于分析某外资公司Y餐饮集团新产品的开发流程。论述该公司新产品开发的创新人力组织架构;从产品的开发策略、新品开发概念,新品开发、营运测试、上市准备和上市、以及上市回顾等环节来分析,这一流程是如何为该企业的市场营销作出巨大贡献的。同时论文分析顾客导向和市场调研在流程中的重要作用。论文的意义存在于探究Y公司新产品开发流程对国内中式快餐业有何启示。我们将揭示创新,这一企业发展的第一法宝,是中式快餐发展的灵丹妙药;而正确的开发理念,科学的开发流程,有效的开发执行是创新的关键保障。
[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.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F719.3

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