Research On The Development Strategy Of Fast Food Enterprises In China

In recent years, catering industry has become important in China’s service industry and achieved rapid development. With the modern urban people’s accelerated pace of life, the fast food industry has played an increasingly important role in China and made a positive contribution to the whole industry and society.The purpose of this paper is on the basis of theoretical research, taking an excellent enterprise——Ajisen Ramen as an example, through the summary of its internal and external environment, to analyze the establishment and implementation of its corporate strategy, and develop solutions of China’s fast food enterprises’ corporate strategy development.Firstly, on the basis of existing research of catering industry, fast food industry and corporate strategy, this paper summaries meal and fast food segments of catering as well as the procedure of corporate strategy management as a theoretical basis for further research.Secondly, based on the analysis of Ajisen Ramen’s internal and external environment, the overall macroeconomic environment of China’s fast food industry is very well and the industry has been growing fast; however, most companies had problems in several aspects, such as product standardization, business scale, management level, brand awareness and brand image; Ajisen Ramen has advantages in the following areas:brand and reputation, technical and financial resources, physical goods, store development, product development, quality control, human resources management, marketing, etc.Thirdly, Ajisen Ramen’s corporate strategic objective is to become a fast casual restaurant chain operator with the advantage of scale, which can compete with world-famous enterprises. To achieve this strategic goal, its central kitchen strategy, standardization strategy, chain operation strategy and product development strategy played a crucial role.Finally, on the basis of comprehensive analysis, this paper recommends the following suggestions of China’s fast food enterprises’ corporate strategy development: rapid growth chain expansion mode should not be executed too early; fast foo enterprises should determine its major products and introduce concept of assembly line to the inside internal management; fast food enterprises should establish the central kitchen with an appropriate scale in advance to support a long-term development; for large enterprises, they can built a complete distribution system to support entire distribution business; for normal enterprises, they can deal with critical aspects of logistics and distribution and make the third party to handle the rest aspects.