西式快餐连锁品牌肯德基在中国的快速扩张战略

【作者】 李旭；

【导师】 宁钟；

【作者基本信息】 复旦大学 ， 工商管理， 2009， 硕士

【摘要】 本论文以战略管理为切入点对西式快餐连锁企业肯德基在中国短短二十年的快速连锁扩张战略进行研究。首先,本文分析了肯德基进入中国的背景以及中国肯德基在肯德基全球战略中的重要作用,得出在中国改革开放的宏观背景下,肯德基在中国呈现出良好的快速扩张势头,并且中国市场在肯德基全球战略中的地位越来越重要。其次,运用PEST模型,对中国餐饮市场的宏观环境进行系统的分析,得出中国快餐市场需求潜力巨大,肯德基在中国发展将大有可为。根据迈克尔·波特的竞争理论和SWOT矩阵的分析结果,深入的剖析了肯德基在竞争中的优势与劣势、机会与威胁,从而确定出肯德基在中国的发展处于行业领先者的地位,具有良好的处理外部环境的能力以及极强的综合竞争力。在以上所研究的基础上,本文着重围绕肯德基在中国的战略目标,分别对肯德基在中国采用连锁扩张战略的原因、现状、以及调整和优化等几个方面对肯德基在中国的战略选择进行了研究分析,总结出连锁扩张战略是肯德基在中国快速发展的必然选择。在今天全球经济危机的环境下,肯德基在中国的快速扩张也遇到了不同程度的挑战。例如：品牌的从新定位、特许加盟、危机管理、营养健康等等问题,本文也做了必要的分析。分析肯德基在中国的快速发展战略的目的是希望能够给国内餐饮企业特别是快餐连锁企业的发展提供一些启示,同时,通过对中国的市场情况和肯德基自身发展状况的研究,给肯德基在中国进一步的发展战略提出一些建议。更多还原

【Abstract】 Economic growth of our country has got the impressive accomplishment since the great reform and openness, and earthshaking change happened in people’s living standard. Under the background of developing at top speed in China economy, the catering Services scale has also got gigantic growing up. Western style fast food has entered more and more cities in China and the restaurant number will exceed 4000 by the end of 2009. Among them the major brands are KFC and MacDonald, which has more than 2,600 restaurants and 1050 restaurants respectively.KFC was the first world’s leading enterprise to enter the Chinese catering services market, and now has occupied more than 40%of the market share, relying on excellent management and quality products. With the other international fast food business entering, as well as domestic brands have gradually rosen, the original competitive advantages of KFC have constantly suffered threat.In this paper, the background and history of KFC have been discussed firstly, and the growing Chinese market is clearly Yum! Brands’top strategic priority. Secondly, it discussed general external and internal environmental analysis for KFC by using PEST model, Porter’s five forces model and SWOT model. Thirdly, it analyzed KFC’s expansion strategy on developing strong market share position in China market. Finally, the development strategy has been proposed.更多还原