| In 1996 April the creation of "dumplings" in Jiangsu city of Chan gzhou Province, after more than ten years of development, has becom e a leader in the Chinese fast food market, and even lead the new tr end of the market. "Dumplings" in the development of standardized management, will be gradually injected with soul and fashion element s of traditional culture Boiled dumplings, consumers up to 50000000 people, at present, Shanghai, Beijing city in Nanjing has opened more than 400 stores. However, with the development of catering marke t, such as "Dicos", "KFC", "McDonald’s" foreign fast food brands of ra pid development, has a great impact on Chinese fast food. In additio n, pay attention to food safety problems in recent years, Chinese fast food in the food industry’s development is to survive the cracks. Bec ause many Chinese fast food management, human resources, informati on technology and other issues, gradually withdraw from the marke t, inhibiting the development of Chinese fast food brand developmen t and scale. Based on the background, the author researches on the “dumplings" food chain development strategy.This article through the "case of dumplings" using the PEST anal ysis, the external environment of Chinese fast food, Potter five forces model to analyze the Chinese fast food industry competition environment, and the "dumplings" SWOT analysis, combined with the "dumpl ings" value chain analysis, analysis of main resources and capabilities,pointed out that the core competitiveness of dumplings ", " dumplings " from the initial niche strategy to gradually shift the diversified com petition strategies of Chinese fast food, seize market opportunities, exp and the scale of steady development, and finally puts forward the me asures to ensure the implementation of differentiation strategy, “dumpl ings" market competition is the right direction, but also to the counter parts of Chinese fast food enterprises to provide valuable advice. |
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