【作者】 肖军；

【导师】 孙耀吾；

【作者基本信息】 湖南大学 ， 工商管理， 2003， 硕士

【摘要】 在中国，快餐业方兴未艾，其市场格局呈现出传统与现代、中式与西式、中档与低档并存的局面，中式快餐在与西式快餐的竞争中明显处于劣势。随着快餐业的迅猛发展，中式快餐与西式快餐之间的竞争将日趋激烈。中式快餐企业能否迅速崛起，能否占据理想的市场份额，关键在于能否制定一个适应中式快餐企业的科学的竞争战略。 本文以迈克尔·波特的竞争战略理论为基础，通过对中式快餐企业的分析与研究，对西式快餐企业的比较与借鉴，得出中式快餐企业应该采用目标集聚战略，同时以之为前提，实施相关的策略，才能在与西式快餐的竞争中获得并保持竞争优势。 本文结构设置是：第一章对快餐的本质，中国饮食文化对中式快餐的影响进行分析，并提出研究背景及意义；第二章对竞争战略理论进行了综述和概括，重点对三种基本竞争战略理论进行阐述；第三章分析了中式快餐企业面对的机遇与威胁、优势与劣势；第四章在以上分析的基础上，着重分析中式快餐企业选择目标集聚战略的必要性、可行性，提出实施目标集聚战略的途径；第五章以马兰拉面快餐有限责任公司作为例证，具体分析目标集聚战略在中式快餐企业的成功运用。文章同时提出，在内外部环境发生变化的情况下，马兰拉面快餐有限责任公司应围绕目标集聚战略进行调整和优化。更多还原

【Abstract】 In China, Snack industry is in the ascendant. Its market structure takes on the phase, which is existed traditional and modern, Chinese and western, middle and low. Chinese snack is in inferior position with the competition of western style. With the rapid development of snack, the competition should be very severity between Chinese ami western snack day by day. It is the key that a scientific competitive strategy suitable for the company of Chinese snack should be laid out, which decides the rapid development and the satisfactory market share in whole snack industry in China.The essay is basis on the theory of competitive strategy ,which was brought forward by Michaele. Porte." It analyses and studies the enterprise of Chinese snack, it makes comparison with and uses for reference the company of western style snack. It is thought that focus strategy should be adopted by the company of Chinese snack. At the same time, it should be put in practice correlative tactic with the precondition of focus strategy. Then, the company of Chinese style snack can achieve and keep competitive advantage with the company of western snack.The structure of the essay follows: The first chapter analyzes the essence of snack, the infection of diet culture of China, the research background and signification. The second chapter sums up and generalizes the theory of competitive strategy. The third chapter analyses opportunities and threats, strengths and Weaknesses of the company of Chinese snack. The fourth chapter emphasize on the necessity and feasibility, why does the company of Chinese style snack select the focus strategy. The essay bring forward the actualizing approach. The five chapter adopts the illustration of Malan Snack Co. Ltd. It specifically analyses the successful exertion and thinks about the change of interior and exterior environment, Malan Snack Co. Ltd should adjust and optimize its tactics, which should surround the focus strategy.更多还原