Research On Core Competence Of The Chinese Fast Food Corporation

With the fast-food industry development,It has become the traditional and moderm,Chinese and Western,mid-range and low-block pattern of the coexistence of fast-food market in China.Competetition become fiercer and fiercer between Chinese fast-food and Western-food,but share of large and successful operation of the marker approch,turnover,firm size or brand awarness,Chinese fast-food can not compared to McDonal's,KFC and other Western-style fast food.Although the Chinese fast-food enterprises made a great progress within a short time,a lot of peoblems still exist in the process of development of modern Chinese-style fast-food business,such as the the vitality of the short,easy to be imitate the alternative,poor stability of the product quality,low degree of standardization and slow development of chain operation. The key to slove problems exists in Modern Chinese fast food enterprises is to eatablish a long-term competitive advantage,forming their own core competence.Core competence theory provides a strong theoretical support to the modern Chinese fast food enterprises to solve the problems ,its unique,value and can not imitate and replace are source and power to establish long-term competence of corporate.Firstly,the core competence theory is explained in this paper,the concept of core competence,characeristics and study at home and abroad discussed the situation in detail,while concepts and theories of fast food and Mordern Chinese fast food are related in order. The current development of Chinese food is analysised by contrast method,citing examples of methods,data analysis,then the problems exists in cultivating core competence,on this basis, evaluation index system of enterprises and three-dimensional evaluation model of core compentence of Chinese fast food are proposed.And then,the training and other processes of core competence of "real kung fu" are analysised as a case, finally several suggestions on core competence are given,standardization,improvement of sevice and environment,learning enterprise culture constructiong,training of people,R&D system and brand management.