河北甘兰餐饮有限公司竞争战略研究
发布时间：2018-09-19 13:39
【摘要】：在中国经济快速增长的背景下,我国的快餐业也相应得到了迅猛的发展,但相对于肯德基、德克士等西式快餐巨头在当地巨大的市场占有率以及成功的市场运作方式,本文的研究对象河北甘兰餐饮有限公司无论从营业额、企业规模还是从品牌知名度、管理方式都无法与之相抗衡,市场竞争力还很薄弱,管理的现代化程度还有待提高。解决该企业存在问题的关键在于能否制定一个适应该企业发展的科学合理的竞争战略,形成自己独特的竞争优势。 本文旨在为甘兰餐饮公司从竞争战略的角度上寻求解决方案。从企业的经营目标出发,运用宏观环境分析模型PEST,波特五力分析模型,SWOT结构矩阵等分析工具,对该企业的外部环境和内部能力进行全面深入的调研,明确了市场定位,确定了该企业在竞争激烈的快餐市场中应当扬长避短,趋利弊害采取差异化的竞争战略。关于竞争战略在职能层面的实施本文主要从运营、营销、服务、人力资源四个方面进行了重点阐述,运用平衡记分卡这一工具对财务、客户、企业内部流程、学习与成长四个方面进行竞争战略实施效果评估,在产出、行为和投入三个方面对竞争战略的实施进行控制,制定一些具体的措施对战略的顺利实施进行保障,如设立公司级战略管理委员会和申报制度,加强竞争战略实施方面的培训和各个层级的互动交流,完善监督机制,明确奖惩等。通过研究希望不但对甘兰餐饮公司进一步的发展有所帮助,而且能为别的中式快餐企业提供新的发展思路,具有一定的借鉴和应用价值。
[Abstract]:In the context of rapid economic growth in China, the fast food industry in China has also developed rapidly, but compared with KFC, Dex and other Western fast food giants in the local huge market share and successful market operation. The research object of this paper is Hebei Ganlan Catering Co., Ltd., which can not compete with the turnover, enterprise scale or brand popularity, the market competitiveness is still very weak, and the degree of modernization of management needs to be improved. The key to solve the existing problems of the enterprise lies in whether it can formulate a scientific and reasonable competitive strategy to adapt to the development of the enterprise and form its own unique competitive advantage. The purpose of this paper is to find a solution from the perspective of competitive strategy for Gran Food & Beverage Company. Based on the business objectives of the enterprise, this paper makes a thorough investigation on the external environment and internal capability of the enterprise by using the macro-environment analysis model, PEST, Porter five-force analysis model, SWOT structure matrix and other analytical tools, and clarifies the market position. It is determined that the enterprise should develop its strengths and circumvent its weaknesses in the competitive fast food market, and adopt a differentiated competitive strategy for its advantages and disadvantages. On the implementation of competition strategy in the functional level, this paper focuses on the four aspects of operation, marketing, service and human resources, using balanced scorecard as a tool to analyze the internal processes of finance, customers and enterprises. Four aspects of learning and growth to evaluate the effectiveness of the implementation of the competition strategy, in the output, behavior and input to control the implementation of the competition strategy, formulate some specific measures to ensure the smooth implementation of the strategy, Such as setting up company level strategic management committee and reporting system, strengthening competition strategy implementation training and interactive exchange at all levels, perfecting supervision mechanism, making clear rewards and punishments, and so on. It is hoped that the research will not only help the further development of the Gran restaurant company, but also provide new development ideas for other Chinese fast food enterprises, which has certain reference and application value.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F719
本文编号：2250288
[Abstract]:In the context of rapid economic growth in China, the fast food industry in China has also developed rapidly, but compared with KFC, Dex and other Western fast food giants in the local huge market share and successful market operation. The research object of this paper is Hebei Ganlan Catering Co., Ltd., which can not compete with the turnover, enterprise scale or brand popularity, the market competitiveness is still very weak, and the degree of modernization of management needs to be improved. The key to solve the existing problems of the enterprise lies in whether it can formulate a scientific and reasonable competitive strategy to adapt to the development of the enterprise and form its own unique competitive advantage. The purpose of this paper is to find a solution from the perspective of competitive strategy for Gran Food & Beverage Company. Based on the business objectives of the enterprise, this paper makes a thorough investigation on the external environment and internal capability of the enterprise by using the macro-environment analysis model, PEST, Porter five-force analysis model, SWOT structure matrix and other analytical tools, and clarifies the market position. It is determined that the enterprise should develop its strengths and circumvent its weaknesses in the competitive fast food market, and adopt a differentiated competitive strategy for its advantages and disadvantages. On the implementation of competition strategy in the functional level, this paper focuses on the four aspects of operation, marketing, service and human resources, using balanced scorecard as a tool to analyze the internal processes of finance, customers and enterprises. Four aspects of learning and growth to evaluate the effectiveness of the implementation of the competition strategy, in the output, behavior and input to control the implementation of the competition strategy, formulate some specific measures to ensure the smooth implementation of the strategy, Such as setting up company level strategic management committee and reporting system, strengthening competition strategy implementation training and interactive exchange at all levels, perfecting supervision mechanism, making clear rewards and punishments, and so on. It is hoped that the research will not only help the further development of the Gran restaurant company, but also provide new development ideas for other Chinese fast food enterprises, which has certain reference and application value.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F719
【参考文献】
相关期刊论文 前1条
1 本刊编辑部;闫燕;马永娇;蔡苍;梁婧晶;范超;;热烈庆祝食品安全法正式实施[J];食品安全导刊;2009年04期
，本文编号：2250288
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