Research On Strategic Adjustments Of The Chain Enterprises

Chain operation is an important business tool for rapid expansion and highly favored by entrepreneurs since 19th century 60s developed in the United States. The development of chain business model has been relatively mature until now. Chain has the ability to replicate rapidly, companies can quickly dominate the market in this way to help companies speed development during the expansion in the market. Once the market matures, growth will be lowered and the traditional strategy simply by increasing store growth will be challenged, the chain does not mean that the unlimited expansion of corporate profitability. Our market began to enter the mature stage; Chinese growth rate of chain enterprises has begun to decline. Which approaches companies should take to achieve sustained growth facing the current situation of slowdown in growth is the practical problems need to be solved currently.Through chain industry data and empirical study based on McDonald's and Starbucks can be found that chain operation allows companies to achieve rapid initial expansion. However, timely strategic adjustments are necessary for chain enterprises if the chain operator want to achieve sustainable development at bottlenecks in achieving the expansion.The study on strategic adjustment of Chinese chain operation is relatively less by reviewing related literatures about the strategic adjustment of the chain enterprises. As we all know, foreign chain operating has been basically mature in the development of 150 years, and the well-known chain enterprises have taken measures of strategic adjustment to deal with development bottleneck. Therefore, it is very necessary to study the model of typical foreign strategic adjustments and offer some guidelines to our country.This paper deeply researched the strategic adjustments of the chain enterprises based on the theory of chain operation and specific measures of McDonald's and Starbucks:First, the paper summarized current theories of strategic adjustment and chain theory through literature review;Second, this paper makes an empirical analysis on the strategic adjustments of McDonald's and Starbucks and quantitatively analyzes the results of adjustment means;Again, summarized the general model of strategic adjustments combining the results of empirical analysis and industry trends;Finally, some suggestions are given for chain enterprises in china according to the development of chain operation.