Catering Industry Chain Development Mode And Site Layout Research

The catering industry is an important service industry, directly related topeople’s lives and health and living life. The scientific development of the cateringindustry, to improve people’s quality of life, expand the market consumption, to drivethe development of related industry.To increase social employment, plays animportant role in the promotion of social harmony.In2010, China’s catering industry continues to grow, for20consecutive yearsto maintain two digit growth. The annual retail amounted to1764800000000yuan, up18.1%, accounting for11.24%of the total retail sales of social consumer goods, thetotal retail sales of social consumer goods growth contribution rate of11.1%, pullingthe whole social total retail sales of consumer goods increased by2percentage points,to a greater pull and to enhance the role of the retail sales of consumer goods marketup. China’s catering industry in the economy actively good market environment, hasmaintained a steady and rapid development, food and beverage consumption hasbecome a force in the consumer goods market. Thus China’s catering industry in thebackground of "maintaining growth, expanding domestic demand, and promotedevelopment", the overall size of the growing industry, status and role in the nationaleconomy is obviously improved and strengthened.In this paper, through the K brand fast food industry development in China,summarizes the catering enterprises need to advance policy environment analysis,macro and micro market environment, product structure, dining environment andtrends in the development of important items. Location has become an importantstrategy to promote the development of chain catering industry, in the food chain storedevelopment process, the need for the full analysis of the selected can enter theaddress of the possible influence factors, restaurant chain business address selectionfactors in a broad sense including the geographic location factors, social factors,cultural factors of the environment, level of economic factors and market environmentfactors. Combined with the actual situation of the Brand Company K, analyses itsapplication in site selection strategy in marketing mode, competitive products etc..The use of4P, SWOT and other analysis tools, research on the marketing strategyappropriate, including how to implement marketing means and marketing modeoptimization, how to determine the key factors of market development and the implementation of location.In Western-style fast food giant K brand, strongly stimulated Macdonald andother foreign fast food enterprises, local Chinese fast food has gradually become animportant force in China’s beverage market. Local fast food industry has grown,increased in number, to expand market share, the pace of development, the quality andthe content has undergone profound changes. But at present, China’s fast foodindustry in the course of many problems and shortcomings, mainly for lack of famousbrand, lack of senior management personnel, enterprise scale is small, the chain ofprogress is slow and so on, which restrict the development of Chinese fast foodindustry in some extent. In this paper, through the analysis of the situation of thedevelopment, the Chinese fast food enterprises, find out the bottlenecks and problemsin the development of Chinese fast food, to the new site development as abreakthrough, clarify attaches great importance to the market development site willhelp Chinese fast food can be very good development and internationalization.