摘 要：近几年，随着经济持续稳定地发展，我国的餐饮业也始终保持飞速增长，取得了 巨大的成绩。在我国的国民收入得到普遍提高的同时，人们的消费能力也随之提高，对餐 饮行业提出了更高的要求，这给餐饮业带来了更多发展机遇，同时也提出了新的挑战。对 于经营一家成功的餐饮公司来说，要随着时代的发展与时俱进，就必须要对自身发展的环 境进行细致梳理，制度清晰有效的公司发展战略，促进公司的持续发展。本文将以小团圆 餐饮公司为研究对象，分析该餐饮公司的现状，并利用 PEST 分析从政治、经济、社会文 化和科学技术四个方面，及行业、客户、竞争对手三个角度对小团圆餐饮公司所处的外部 环境进行分析；进一步利用波特五力模型对竞争战略进行分析，有效的分析客户的竞争环 境。95088

毕业论文关键词：餐饮公司，PEST 分析，波特五力模型

Abstract: In recent years, with the sustained and stable economic development, China's food and beverage industry has maintained rapid growth, has made great achievements。 In our country's national income has been greatly improved at the same time, people's consumption capacity increases, puts forward higher requirements for the food and beverage industry, which brings more opportunities for the development of the catering industry, but also new challenges。 To  run a successful catering company, to be the era of development to keep pace with the times, it must be on the development of their own environment and meticulous combing the development strategy of the company system clearly and effectively, promote the sustainable development of the company。 This paper will take a small reunion catering company as the research object, analysis of the current situation of the catering company, and using PEST analysis from four aspects of politics, economy, society, culture and science and technology, the external environment and the three aspects of industry, customers, competitors of the small reunion catering company to carry on the analysis; the further use of the Potter five the model of competitive strategy analysis, customer analysis and effective competition environment

Keywords: Catering company, PEST analysis, Porter's five forces model of strategy measures

目录

1 引言 3

2 理论基础 3

2。1 PEST 分析法 3

2。2 波特五力模型分析法 4

3 小团圆餐饮公司现状与特征 4

3。1 小团圆餐饮公司 PEST 分析 5

3。2 小团圆餐饮公司五力模型分析 6

4 小团圆餐饮公司存在的问题 6

4。1 产品品种单一 7

4。2 产品定价单一 7

4。3 营销渠道单一 8

4。4 员工服务意识淡薄 8

5 对小团圆餐饮公司提出的建议 8

5。1 产品多样化 8

5。2 价格策略 9

5。3 营销策略 9

5。4 提高员工的素质和服务水平 10

结论 11

参考文献 12

致谢 13

1 引言