Strategic Analysis On International Franchising Of Chinese Restaurants

As a modern management method, franchising is corroborated to be one of the best methods for restaurants'development and also a necessary way for them to explore the world market. Currently, franchising is being fast developed in Chinese restaurant industry. Since Chinese food is accepted and loved by more and more people in the world, many Chinese restaurants begin to explore the way of international development, which are also motivated by the rapid development of international food enterprises. However, since the time of franchising development in our restaurant industry is very short, there are still lots of problems hindering the growth and going abroad of our restaurants. Under this background, this paper makes a targeted analysis on the international franchising of Chinese restaurants, and puts forward some strategic suggestions.This paper firstly introduces the general situation of international franchising and the advantage of restaurant industry to exploit franchising. Then, it summarizes and analyzes the present conditions and characteristics of franchising development in Chinese restaurant industry, and also the successful experience of foreign restaurants'international franchising. Through the contrast between Chinese and foreign restaurant industry, this paper then analyzes the problems and advantages of our restaurants to exploit international franchising. Finally, this paper makes a strategic analysis on how our restaurants exploit international franchising and puts forward some suggestions.