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摘要随着经济的发展以及生活节奏的加快，中式快餐以其丰富的符合中国人口的菜品,快速的用餐体验，在近几年很受欢迎，新兴的中式快餐连锁企业层出不穷。快餐行业激烈的市场竞争现状对中式快餐连锁企业的经营产生巨大冲击。而随着互联网经济的发展，O2O模式进入国人的生活，西式快餐已经率先把握住了这个机会，中式快餐连锁企业要可持续发展，必须实现O2O转型升级，才能更好的成长。本文主要研究对象是满客隆公司，该公司是典型的新兴中式快餐连锁企业。本文笔者深入公司进行调查研究发现公司规模被迫在尚未成熟的条件下盲目进行扩大，企业存在很多标准化，管理，人力资源、经营理念落后等方面的问题。论文将深入对企业和消费群体进行调研，根据分析结果为满客隆公司制定相应的发展战略以及实现O2O转型战略，解决其存在的问题，从而能够在市场竞争中保持核心的竞争优势。希望研究成果能够为中式快餐连锁企业的发展提供一些借鉴。43902
毕业论文关键词：中式快餐； 发展战略； O2O；战略
With the economic development and the acceleration of the pace of life, Chinese fast food with its rich with Chinese taste dishes, quick dining experience, is very popular in recent years, emerging Chinese fast-food chain enterprises emerge in endlessly. And with the development of Internet economy, the o2o mode into the lives of the people, western style fast food has been the first to grasp the this opportunity. Has the huge impact of fierce market competition situation of the fast food industry management of Chinese fast food chain enterprises. In this paper, the main research object is the company ManKeLong Company, is typical of the new Chinese fast-food chain enterprises. In this paper the author deeply company for investigation and study found that the size of the company was forced to under the conditions are not yet ripe for the blind expansion, and enterprises have a lot of standardized, management, human resources, business philosophy behind the problem. The thorough research to the enterprise and consumer groups, according to the results of analysis for ManKelong company to develop the corresponding development strategy to solve the existing problems, so as to maintain the core competitive advantage in the market competition. I hope that the research results can provide some reference for the development of Chinese fast food chain enterprises.
Keyword: Chinese fast food ； Development strategy； O2O；Strategy
目 录
1.绪论 5
1.1研究背景 5
1.2研究的目的和意义 6
1.3研究的方法和技术路线 6
2.研究的基础理论 7
2.1企业发展战略的理论 7
2.2餐饮业O2O模式 7
3.满客隆快餐连锁企业 8
3.1满客隆快餐连锁公司的发展与管理现状 8
3.1.1发展基本情况 8
3.1.2经营状况 9
3.1.3人力资源情况 9
3.1.4厨艺及设备状况 10
3.1.5产品和服务状况 11
3.1.6 消费群体分析 11
3.2 O2O转型的必要性分析 12
3.2.1外部环境 12
3.2.2 企业的角度