肯德基经营模式的跨文化解读

发布时间：2018-03-16 03:21

本文选题：肯德基　切入点：跨文化　出处：《首都经济贸易大学》2013年硕士论文　论文类型：学位论文

【摘要】：在经济日益全球化,文化多元化的大趋势下,许多中国餐饮企业面对激烈的市场竞争往往会陷入：高速扩张、连锁发展却惨痛失败的瓶颈。这促使中国在世界饮食文化格局中的地位不断被边缘化。与之相反,肯德基作为世界餐饮巨头,却能凭借被人们诟病为“垃圾食品”的洋鸡,在全球迅速扩张、所向披靡。由此可见,增强中国餐饮文化的软实力,提升中国餐饮企业的管理水平,已经成为摆在我们面前刻不容缓的重要任务。本文通过分析肯德基公司的文化背景,从跨文化视角,对肯德基的标准化管理；品牌连锁化经营；全球本土化战略；专业集成化理念；民主股份化体制五方面进行综合阐述,详细解读其品牌成功的秘诀。同时,对肯德基、麦当劳、中式快餐进行比较分析,从文化层面揭示了中国餐饮企业的管理误区。提倡西方工业文明的快餐经营模式同东方农耕文明的跨文化整合,倡导标准化、专业化、品牌化的中式餐饮管理模式。提出了“健康壁垒”的概念,以及“中式餐饮管理的标准化、品牌化、法制化”等一些可行性改进措施。为中国餐饮企业突破发展瓶颈,壮大品牌,走出国门,占领世界,提供了有益的参考和借鉴。
[Abstract]:With the increasing globalization of economy and the trend of cultural diversity, many Chinese catering enterprises will often fall into a situation of rapid expansion in the face of fierce market competition. China's position in the world's food culture has been marginalized. By contrast, KFC, as a world food giant, has been able to rely on foreign chicken, which has been criticized as "junk food". From this we can see that enhancing the soft power of Chinese catering culture and improving the management level of Chinese catering enterprises have become an urgent and important task in front of us. Based on the analysis of KFC's cultural background, this paper comprehensively expounds the standardization management of KFC, brand chain management, global localization strategy, professional integration concept, democratic joint-stock system from the perspective of cross-culture. At the same time, the comparative analysis of KFC, McDonald's, Chinese fast food, This paper reveals the misunderstandings in the management of Chinese catering enterprises from the cultural aspect. It advocates the cross-cultural integration of the fast food business model of the western industrial civilization and the oriental farming civilization, and advocates standardization and specialization. This paper puts forward the concept of "health barrier", and some feasible improvement measures such as "standardization, branding and legalization of Chinese food and beverage management". Strengthen the brand, go out of the country, occupy the world, to provide a useful reference and reference.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272.3;F719

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