泰式连锁快餐的创业战略分析

发布时间：2018-03-29 09:00

本文选题：连锁快餐　切入点：战略分析　出处：《上海交通大学》2012年硕士论文

【摘要】：随着中国的GDP总量达到全球第二,人民的生活水平也发生的巨大的变化,人民的消费观念也发生了根本的改变,并且现在人的生活节奏越来越快,出外就餐已经成为了大家生活的一部分,快餐是方便快捷餐饮的不二选择。快餐行业以每年10%以上的速度在增长,中国本土的总体市场规模越来越大。麦当劳、肯德基等许多的跨国企业也把战略重心转向了中国,在中国市场上,他们已经占据了大部分的市场份额,并且仍然在加速的占领二三线城市。而中国本土也有像“真功夫”等许多非常优秀的企业,在领导着中国快餐业的发展。市场总量越来越大,行业每年在持续的增长,可以预见,会有越来越多的企业加入到这一市场中来,也会有更多的企业成为市场的领导者,成为中国快餐行业的领军人物。“泰给力”连锁快餐公司致力于打造中国快餐行业的领先品牌,如何切入这个市场,如何进行市场布局、规划,如何开展自己的战略,如何从一家新创企业进行营销做到家喻户晓,如何利用企业的优势,将店面做大做强是“泰给力”所面临的主要课题。本文的主要目的是对拟建项目进行调查研究和分析论证的基础上,全面展示公司及拟建项目的限制和未来发展前景,为项目的决策和实施提供科学的依据和可靠的保证。本文研究内容主要包括“泰给力”的创业战略分析、创业规划和创业规划的实施策略三个部分。首先通过对快餐市场行业研究,通过运用五力分析模型、竞争态势矩阵、外部因素矩阵和SWOT等分析方法,分析快餐行业的现状和竞争态势,总结“泰给力”应该采取的发展战略。在明确战略的基础上,进行创业规划,主要研究了总体规划、市场规划、组织运营规划和财务规划。在财务规划分析中,预测成本,根据资金的时间价值原理,采用现金流量的方法,计算内部收益率和净现值等评价指标,并运用盈亏平衡分析、敏感性分析和风险分析等方法对项目的潜在的风险和相关措施进行分析。根据总结出的创业规划,具体到如何进行实施,主要包括营销的策略、组织运营的策略和财务计划的实施策略。本文充分运用了市场营销管理、战略管理、生产运营管理、人力资源管理和技术经济学等有关理论,通过对项目市场、投资、效益和风险等方面的分析,证明该项目的投资是可行的。本项目是一个可以复制和参考的典型项目形式,希望对中国餐饮行业的健康发展有一定的推动作用,希望对有志于发展中国餐饮者的朋友,提供较好的解决方法和运行模式的参考方案。
[Abstract]:With the total amount of GDP in China reaching the second largest in the world, the living standards of the people have also undergone tremendous changes, people's consumption concepts have also undergone a fundamental change, and now the pace of life of people is getting faster and faster. Dining out has become a part of our lives, fast food is a convenient and fast food choice. The fast food industry is growing at a rate of more than 10 percent a year, and the overall market in China is getting bigger and larger. Many multinational companies, such as McDonald's, KFC and others, have also shifted their strategic focus to China, where the market. They already have most of the market share and are still accelerating their occupation of the second and third tier cities. And there are many very good companies in China, such as Real Kung Fu. In leading the development of China's fast food industry. The total amount of the market is getting larger and larger, and the industry continues to grow every year. It can be predicted that more and more enterprises will join the market, and more enterprises will become market leaders. To become a leader in the fast food industry in China. The "Taichili" fast food chain is committed to building a leading brand in the Chinese fast food industry, how to cut into this market, how to layout, plan, and how to develop its own strategy. How to do marketing from a new enterprise is a household name, how to make use of the advantages of the enterprise, and how to make the store bigger and stronger is the main subject "Taixili" faces. The main purpose of this paper is to provide scientific basis and reliable guarantee for the decision-making and implementation of the project on the basis of investigation, analysis and demonstration of the proposed project, showing the limitations and future development prospects of the company and the proposed project in an all-round way. The research content of this paper mainly includes three parts: the entrepreneurial strategy analysis of "Taishili", the implementation strategy of entrepreneurial planning and entrepreneurial planning. Firstly, through the research on the fast food market industry, through the use of the five forces analysis model, the competitive situation matrix. The external factor matrix and SWOT are used to analyze the current situation and competition situation of fast food industry, and the development strategy should be adopted by Taixili. On the basis of clear strategy, entrepreneurial planning is carried out, and the overall planning is mainly studied. Market planning, organizational operation planning and financial planning. In financial planning and analysis, the cost is predicted, and the internal rate of return and net present value are calculated according to the principle of time value of funds and the method of cash flow. And use break-even analysis, sensitivity analysis and risk analysis to analyze the potential risks of the project and related measures. According to the summed up of entrepreneurial planning, how to implement, mainly including marketing strategies, The strategy of the organization's operation and the implementation of the financial plan. This paper makes full use of relevant theories such as marketing management, strategic management, production and operation management, human resource management and technical economics, etc., through the analysis of project market, investment, benefit and risk, etc. This project is a typical project form that can be copied and referenced. It hopes to promote the healthy development of Chinese catering industry, and also to the friends who are interested in developing Chinese food and beverage industry. To provide a better solution and operation mode of the reference scheme.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F719.3

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