Study On The Development Strategy Of Catering Industry In China

Since2009economic crisis, the catering services industry highlight the role in stimulating domestic demand, expanding consumption, promote employment and improve people’s livelihood, and attaches great importance and a number of policy support from government. How to respond to the government’policy of protecting people’s livelihood and expanding domestic demand, and seize the opportunity to actively take business adjustment, market layout and strategic transformation, is an urgent need to solve the problem for domestic catering enterprises. So it is necessary to study development strategy and puts forward specific implementation.suggestions for catering industry enterprises under new situation.Xibei catering co., LTD., which is mainly operating northwest cuisine, has opened more than50stores across the country. It totally takes retail management mode, whose revenue of2011is more than$10, and plans to add100stores in2015, as while as the core business income reach to3billion yuan. The strategic goals of the company is committed to become the pronoun of northwest folk cuisine, selectively to expand throughout the country, and to expand the brand influence, become a great reputation of well-known enterprises. In the face of the transition of the industry situation, how to remain competitive in the competition, grasp the opportunity and achieve fast development and steady growth strategy, this is what this article aims to study.The author integrally used case method and strategy theory, resource theory and other traditional economics and management theory, combining the forefront of strategic management theory achievements for the company’s development strategy for research. Based on method of PEST, five model and value chain analysis method and so on, we found that, in general, the high-end Chinese food chain industry is in growth stage, the competitors quantity is limited, while the market potential is tremendous. For the present the competition strength is lower than the industry average, and the industry enterprises rapidly expanding to occupy more market share. After more than20years of development, Xibei company has successfully foster strengths and circumvent weaknesses, gradually formed its own core competitiveness and laid a solid foundation for the sustainable and healthy development of the company. Then based on the conclusion of SWOT analysis, the author obtained the Xibei company development strategy by differences into a core strategy, vertical integration and diversification brand strategic positioning for the strategy of coordination. Around the strategic positioning, Xibei company must build a strong support system, including the optimization of human resource management, standardized construction, the internal control system optimization and external support, etc., so as to give full play to the internal and external resources, provide feasible guarantee for the successful implementation of company development strategy.