【作者】 张鹏；

【导师】 陈文捷； 李慈军；

【作者基本信息】 广西大学 ， 工商管理硕士（专业学位）， 2022， 硕士

【摘要】 在国内经济腾飞、经济规模逐步增长的背景下,第三产业呈现爆炸式的发展,这其中以餐饮业为代表的服务业已形成规模庞大的产业,成为服务业的支柱产业。近些年来,我国大力推出扶持政策,保障了餐饮业的平稳发展。国内餐饮业在国家利好政策的推动下以及国内消费需求的刺激下,贡献出了超过万亿的国内生产总值。在近十年餐饮业转型发展的阶段中,餐饮业逐渐走向品牌升级、供应链升级、经营模式升级、营销升级、数字化转型的发展之路。在此期间,涌现了一批连锁餐饮、网红餐饮品牌,得到了消费市场的认可和消费者的青睐。随着餐饮市场的经营者迅速增加和餐饮消费升级,餐饮企业之间的竞争日益加剧,经营模式和盈利模式新旧交替。面对动态变化的外部环境,一些新兴品牌的餐饮企业在选择发展方向和经营模式上仍然值得研究和关注。本文主要深入对经营中式小吃的Z餐饮管理公司发展战略选择进行探讨研究,找出适合其未来发展的策略。从公司外界宏观环境和行业发展状况入手,分析得出在国内经济环境稳定、政府政策支持行业发展、以及餐饮市场需求较为平稳增长的环境下蕴藏着较多的发展机遇;同时使用五力模型分析得出餐饮业内的竞争态势;紧接着从公司内部资源和公司发展的相关能力两个维度分析该公司内部环境,洞悉其已有的核心资源和发展能力,评估其在市场的竞争地位。根据分析得到的Z餐饮管理公司外部机遇威胁以及内部优劣势,采用量化方法评估内外部主要影响因素,形成内外部因素评价矩阵,得出Z餐饮管理公司面临的机会多于威胁、在同行业企业中其内部优势大于劣势的结果。在进行一系列分析后,根据企业当前的经营业务状况,本文制定了以湖南市场为主,进军湖北、四川、江西餐饮市场的市场开发战略,实现未来五年内,以湖南市场为大本营,经营区域辐射至四川、湖北和江西主要城市战略布局。为了使战略实施有所成效,文中提出了加强企业文化建设、供应商协同、完善选址体系、企业文化建设、实施目标市场调研等一系列实施战略的保障措施。更多还原

【Abstract】 Under the background of domestic economic take-off and gradual growth of economic scale,the tertiary industry presents explosive development.Among them,the service trade represented by the catering industry has formed a largescale trade and become the key industry of the service industry.During recent years,China has strongly launched supporting policies and laws to ensure the stable growth of the catering industry.Driven by favorable national policies and stimulated by domestic consumer demand,the domestic catering industry has contributed more than trillion GDP.In the transformation and development stage of the catering industry in the past decade,the catering industry has gradually moved towards the development road of brand upgrading,supply chain upgrading,business model upgrading,marketing upgrading and digital transformation.During this period,a number of chain catering and online Red catering brands have emerged,which have been recognized by the consumer market and favored by consumers.With the rapid increase of operators in the catering market and the upgrading of catering consumption,the competition among catering enterprises is becoming increasingly fierce,and the business model and profit model alternate between the old and the new.Facing the dynamic external environment,some catering enterprises with emerging brands still deserve research and attention in choosing development direction and business model.This paper mainly discusses the development strategy choice of Z catering management company,which operates Chinese Snacks,and looking for strategies suitable for its prospective development.Beginning from the external macroscopic environment and trade development of the company,it is analyzed that there are more development opportunities in the environment of stable domestic economic environment,government policy support for industry development and relatively stable growth of catering market demand;In the mean time,using the five forces model to analyze the competitive situation of catering industry;After thar it analyzes the internal environment of the company from the two dimensions of relevant capabilities and owned resources of the company’s development,has insight into its core resources and existing development capabilities,and evaluates its competitive position in the marketplace.According to the external opportunities,challenges and owned advantages and disadvantages of the company gained from the analysis,the evaluation array of internal and external elements is established,and the quantitative method is used to evaluate these factors,it is concluded that Z catering management company faces more opportunities than threats,and its internal advantages are better than disadvantages in companies in the identical industry.After a series of analysis,according to the current business situation of the enterprise,this paper has formulated a market development strategy focusing on the Hunan market and entering the catering markets of Hubei,Sichuan and Jiangxi,so as to realize the strategic layout of taking the Hunan market as the base camp and radiating the business area to the main cities of Sichuan,Hubei and Jiangxi in the next five years.In order to make the strategy achieve the anticipated implementation effect,this thesis raises a series of safeguards for the implementation of the strategy,such as strengthening the construction of corporate culture,supplier coordination,improving the location system,corporate culture construction,and implementing target market research.更多还原