A餐饮集团同心多元化战略发展研究

发布时间：2018-09-10 12:01

【摘要】：餐饮业是我国第三产业的重要组成部分,也是衡量人们生活水平和质量的标准之一。餐饮业的繁荣程度与经济发展速度也息息相关。2008年金融危机,许多餐饮企业都经历了生存考验,行业内洗牌促使餐饮企业寻求适合自己的发展之道。A餐饮集团是一家以高端正餐为主的企业,在目前的发展过程中遇到如下问题:单一业态容易受到市场和政策变化的影响;如何实现集团快速扩张;如何选择新的发展区域和细分业态等方面的问题。本文对外部餐饮市场和A餐饮集团的内部环境分析,运用五力分析模型分析企业竞争环境,梳理企业的主要价值链,运用GE模型选择发展区域与业态,利用SWOT分析总结集团的核心竞争力。结合集团发展现状和“打造成中国的餐饮巨头”的发展愿景,提出适合集团的同心多元化战略,即“多业态组合,多模式发展,多资本运作,多品牌经营”的战略。最后为了确保设计的战略目标能够达到预期的效果,设计相应的保障措施。以组织架构的优化为基础,强化集团标准化能力,融资作为扩大规模的资金保障,根据不同的业态推进发展,企业文化建设等措施保障企业实现战略目标。
[Abstract]:Food and beverage industry is an important part of China's tertiary industry and one of the standards to measure people's living standards and quality. The prosperity of the food and beverage industry is closely related to the speed of economic development. Food and beverage group is a high-end dinner-oriented enterprise, in the current development process encountered the following problems: a single format is vulnerable to market and policy changes; how to achieve rapid expansion of the group; how to choose new development areas and subdivide the format and other issues. This paper analyzes the environment of enterprise competition, combs the main value chain of the enterprise, chooses the development area and format by GE model, and summarizes the core competitiveness by SWOT analysis. Finally, in order to ensure that the strategic objectives of the design can achieve the desired results, corresponding safeguards are designed. Based on the optimization of the organizational structure, the group standardization capability is strengthened, and financing is the capital guarantee for the expansion of the scale. The same format promotes development, enterprise culture construction and other measures to ensure that enterprises achieve strategic goals.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F719.3

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