Research On Chinese Style Fast-food Competitive Strategy Based On The Consumers' Purchase Choice Model

As fast-food industry developing rapidly in China nowadays, Its market structure takes on the phase, which is existed traditional and modern ,Chinese and western. And Chinese style fast-food stands an obviously inferior position. With the rapid development of fast-food industry, competition between Chinese style fast-food an western style fast-food will be more and more drastic. As for whether Chinese fast-food could grow up swiftly and whether it could hold considerable market share, the key point is whether it could set down a scientific competitive strategy that fit for Chinese style fast-food enterprises.The paper is based on the consumers' purchasing action model. It researches shanghai consumers' choosing action between Chinese and western style fast-food, forms the consumers action model of choosing Chinese style fast-food and western style fast-food, and analyzes the important factors of option on Chinese and western fast-food. Besides, based on competitive strategy theory of Michael E. Porter, the paper get its conclusion by analyzing and studying the development of Chinese and western fast-food business and comparing three kinds of competition strategies. The conclusion is that Chinese style fast-food enterprises should use focus strategy as well as other relative methods, in this way, it could compete with west style fast-food and take advantage in the competition. This thesis is comprised of the following six parts:In the first part, the author briefly introduces the background and research meaning of Chinese style fast-food, definitudes research methods, research purpose and research contents.In the two part, the author reviews the contents of consumer purchasing action theory and strategic management theory, and systemically discusses the concept, theory and analyzing methods of competitive strategy.In the three part, the author establishes consumer purchasing action model of choosing the Chinese style fast-food and western style fast-food on the bases of summarizing consumer purchasing action model and Logistic Model. Then analyzes the research data by using SPSS.In the four part, the author analyzes the opportunities and threats, strengths and weaknesses of Chinese style fast-food from the aspect of inside and outside circumstances. This sets the foundation for further exploring competitive strategy.In the fifth part, the author discusses that the development of Chinese style fast-food enterprises is limited by cost leadership strategy and differentiation strategy, analyzes the necessity and feasibility that Chinese style fast-food enterprises take focus strategy, and then bring forward the route of taking focus strategy.In the last part, this paper summarizes the research-conclusion: Chinese style fast-food enterprises could develop rapidly and successfully only when it relies on the force of the government and guild, renovates ours conception, scientific concept of development.