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1、Current Situation and Countermeasures of Chinese-style fast foodAbstract Chinese cuisine is known the world, but relative to an internationally renowned fast food, Chinese fast food industry in production, management and marketing, and so faced with difficulties. Swept the country in the face of Wes
2、tern-style fast-food industry, fast food companies market conditions, through a comparison with the Western-style fast-food businesses on the Chinese fast food problems facing the analysis and propose countermeasures. Key words Chinese-style fast-food development measures 1 Current Situation and Pro
3、blems of Chinese fast food 1.1 degree of standardization of production is low, not high level of industrialization At present, most Chinese-style fast-food industry, mainly just to manual, mechanized, standardized, low level of industrialization, the vast majority of enterprises do not develop their
4、 own companys standardization manual. Because many products do not work out a unified production standards, quality testing did not find a standard-based, quality inspection system and thus can not be perfect, it is also an objective restricted the further development of Chinese fast food enterprise
5、s, as Chinese-style fast food in general has long been a the lack of effective standardization of support system, it is difficult to achieve economies of scale and the pace of development lags behind. 1.2 A lack of proper management system Most of Chinese fast food chain management in the operation
6、of existing non-standard issues. Following main features: First, the chain has also just stay in the unity of form, can not do focus on purchase, the shop has not been established between the intrinsic economic ties; Secondly, the chains lack of standardization, operating characteristics is difficul
7、t to form; Furthermore, there is no seriously study the Chinese food chain in the procurement, logistics, image design, etc. of the unique requirements and internal rules, the management method of copying the single store, it is difficult to adapt to multi-store development, restricted the size of c
8、hain advantages into full play. 1.3 brand building and construction are not in place The brand on the strength of the gap can be said that the largest gap between Chinese and Western fast food, although the Chinese fast food an annual turnover of up to 1800 billion yuan, accounting for nearly 85% of
9、 the entire fast-food market share, but talk about a fast-food brand, consumers still think of Western-style fast food . The reason is that many Chinese fast food enterprises has shown relive, for the time being rely on subsistence situation, there is no energy and money on their brand advertising a
10、nd packaging. Especially for the little-known bit of local enterprises, that there is no need for further advertising, it is better to save time and costs for the expanded reproduction. Weak advertising, corporate image planning lags behind, the brand awareness of weak, hindering the rapid developme
11、nt of fast food. 1.4 operate variety of complex, featureless product Many Chinese-style fast-food dishes voluminous, complex flavor, dozens or even hundreds of varieties, but there is no feature is naturally very difficult to use machinery, more difficult to cook than to rely solely on the old model
12、 manual. As production up and running so many uncertain factors, not only led to product quality and unstable, and difficult to form a unified style and approach. Even restaurants are very difficult to stabilize a single operation, the establishment of chain stores on the more difficult. 1.5 Market
13、Positioning inaccurate At present, China is clearly a number of Chinese-style fast-food companies in the positioning is very clear price advantage to rely on their own to attract middle-income or consumption, the concept of rational consumer groups belonging to middle-aged consumers. Such as for off
14、ice workers, students family, leisure groups such as the huge market potential of turning a blind eye, there is no right market segments to find the exact location of their own. In addition, the Chinese fast food and flexible business strategies and tactics have not been fully utilized. Currently, M
15、cDonalds, KFC or in large and medium cities as the main battleground, and many Chinese fast food market, operating only in the large and medium cities, and the role of the advantages of chain stores has not been fully realized. 1.6 Lack of effective mechanisms for operation and expansion of Chinese
16、fast food is often a lack of complete modern modes of operation. Some Chinese-style fast-food industry due to a late start, lack of experience, management level is not high, medium and small in practice, the scope of franchise can be healthy operation, once to be open to the national level, due to l
17、ack of good mechanisms, many enterprises began to decline. 2 Development of Chinas fast-food industry Suggestions 2.1 uniform standards, the implementation of industrial production Chinas fast-food enterprises should learn from the successful experience of Western fast-food will be experiential, and
18、 operating specifications as a set of standard production process, each process of science to quantify, so that manual skill to play down in order to ensure the unity and stability of food quality and realize industrial production . It should also make full use of modern scientific and technological
19、 means to create a standardized fast food can be introduced and eventually to do is not only the process of standardization, kitchen, dining and other aspects of the arrangement of uniform standards should be developed to realize the corporate image standardization, product standardization, standard
20、ization of raw materials , process and technology and equipment standardization, enterprise management standardization. Only by succeeding in the standardization of the quality of the product can be effectively tested in order to address the various manufacturing processes for continuous improvement
21、s in order to increase production efficiency. 2.2 accurately select the target market, out of the market positioning errors Chinese-style fast-food companies should be made clear market positioning in the market, competitors and to establish a distinct image in line with consumer demand, can make it
22、self competitive in the market or in the minds of consumers potentially occupy a favorable position. Chinese-style fast-food companies need to explore a unique development model and means, rather than just focus on the simple imitation and learning Western-style fast food. The characteristics of Chi
23、nese fast food in its traditional, ethnic, special taste, food and cultural characteristics and regional characteristics affecting the development of fast food, in the early stage of fast development should be scientifically identify their target customers. Only after the correct positioning of targ
24、et customers in order to carry out targeted product design, provide proper food and services. Reposted elsewhere in the paper for free download http:/ 2.3 improve the logistics center and information systems Chinese-style fast-food companies need to strengthen the distribution centers, and strengthe
25、ning the logistics infrastructure to realize the mechanization and automation of distribution centers to improve distribution efficiency; strengthening logistics management information system building, so that head office, branches and distribution centers between the three ties built on top of comp
26、uter network systems to enable transmission of information throughout the entire workflow from beginning to end, so that the whole fast-food chain in the procurement, sorting, processing, storage, transport and distribution operating systems such as organically linked. So as to enable the chains to
27、predict customer demand and inter-departmental co-ordination and smooth, to avoid stock-outs, slow-moving and stock-outs or food deterioration phenomenon. 2.4 to improve enterprise management level Chinas catering enterprises should create their own brand of Chinese fast food chain, you must have a
28、shape of the management model. This management model is not only a single store operation mode, but also including the chain of agencies under the mode of corporate control. Such a model can guarantee that the management culture among the various outlets, service providers, brand standards and consi
29、stency of quality dishes. So, improve enterprise management level, to establish a scientific management system has become a top priority of many of our fast-food companies. 2.5 the establishment of a new service concept Chinese fast food chain should be the establishment of a new service concept, th
30、e new services should include the following: shop convenience of our customers choose to visit; store the image to be bright and vibrant; store to be bright and clean; service personnel services should be organized ; points, convenient and quick meal; spacious seating without having to wait; restaur
31、ant atmosphere to warm Tian Ya. Fast food is not enough merely to provide catering, but also cultural and spiritual elements into the elements. Therefore, the Chinese fast food chain should be addressed through service mining its brand of cultural meaning and spiritual content. Not only that, throug
32、h the service can also allow customers to feel that not only the Chinese fast food restaurant to meet the needs, but also a service experience. 2.6 to establish a clear development strategy Most of Chinas current fast-food companies do not have a clear vision and practical long-term strategic planni
33、ng, corporate culture is not clear, it is difficult to form internal cohesion, is bound to affect their market competitiveness and continued forward momentum. Therefore, to establish a clear development strategy and a scientific and rational long-term planning is the top priority of Chinas fast-food
34、 industry. Chinese fast food brand to build 2.7 Chinese fast food you want to get something done in the brand image-building, they should be appropriately reduced food variety, to concentrate forces for a small number of species to do the ultimate. Brand is the corporate embodiment of an integrated
35、force, in order to shape the brand, we have corporate culture, internal management, dishes quality, mode of operation, image-building and corporate strength, and so they have to make efforts to strengthen the enterprises own accumulation and improvement. To increase the basis of content, actively ex
36、pand the outreach, and vigorously develop modern chain business to achieve scale and economies of scale and better formation of regional brands, national brands and international brands to meet the market demand. With particular attention to long-established enterprises, and promote the traditional
37、culinary culture and development, highlighting the Chinese food culture of the inheritance and promoted, so that Chinese-style fast food to better the world and create a really belong to our world of fast-food brand. References: 1 Shao Fang. Bottlenecks and the development of Chinese fast food outle
38、t. Journal of Radio and Television University, Xiamen, 2007, (6). 2 Shao-Jie Wang. Chinese fast-food chain in the standardization of solutions. Modern-commerce industry, 2007, (12). 4 Zhang Lihong. The creation of Chinese-style fast food a competitive advantage. Modern shopping malls, 2007, (3). 5 Levin. Chain competition gonglue M. China Agricultural Press, 2005. 6 Feng Jun. Of modern fast-food operation and management M. China Light Industry Press, 2004. Reposted elsewhere in the paper for free download http:/