商圈理论在快餐连锁店选址的应用

发布时间：2018-04-16 14:06

本文选题：快餐业 + 建新园　；参考：《云南大学》2012年硕士论文

【摘要】：由于餐饮行业进入门槛低,导致餐饮企业处于一个高度竞争的发展环境之中,微小的区位差异都可能对餐饮企业在该地点的盈利能力带来重要的影响。在快餐业的选址中,商圈的人员、业态构成情况和销售推动的优劣,店铺高能见度和易接近度都是决定该店的人潮和钱潮。本文在阅读大量文献、实地调研、数据分析和借鉴国内外先进快餐连锁企业经验后,基于商圈理论的基础上,对建新园连锁店选址进行了深入地分析和研究,提出了建新园连锁店的选址原则、选址方法和策略,并将选址方法运用于昆明饮食服务有限公司建新园品牌连锁项目选址中,从分析商圈开始到分析具体的预选地址,对比了该品牌在不同的两个地点的选址,介绍了选址公式的具体运用方法。
[Abstract]:Because of the low entry threshold of catering industry, catering enterprises are in a highly competitive development environment, the small regional differences may have an important impact on the profitability of catering enterprises in this location.In the location selection of fast food industry, the people in the business district, the structure of the business form and the advantages and disadvantages of the sales promotion, the high visibility and accessibility of the shop are all the determinants of the crowd and the money tide of the shop.After reading a lot of literature, field investigation, data analysis and reference to the experience of domestic and foreign advanced fast food chain enterprises, based on the theory of business circle, this paper makes a deep analysis and research on the location of Jianxinyuan chain store.This paper puts forward the location principle, location method and strategy of Jianxinyuan chain store, and applies the location method to the location of Jianxinyuan brand chain project of Kunming Catering Service Co., Ltd., from the beginning of analyzing the business district to the analysis of the specific pre-selected address.This paper compares the location of the brand in two different locations, and introduces the concrete application method of the location formula.
【学位授予单位】：云南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F719.3;F224

【参考文献】