Research On Optimized Countermeasures Of Take-out Fast Food Distribution Based On Consumer Need

With the rapid development of Chinese economy and fast living pace, Chinese traditional catering way is changing. Healthy, convenient and fast food has become a new trend, which provides new opportunities for modern fast food trade. In 2008, the total output of catering industry was as high as 2000 billion, among which fast food accounted for 1/3. In 2012, there are more than 1 million fast food chain stores. Among the 100-toppest catering enterprise, there were 24 fast food enterprises, whose turnover---85.88 billion to be exact------accounted for 46.41% of the total turnover of 100-toppest catering enterprises. Under the buyer’s market conditions, fast-food enterprises are facing considerable fierce competition, and have entered into a low margin age. Some enterprises seek out new profit growth by expanding take-out market, for which the development of science and technology together with the emergency of ecommerce provides strong technical support and communication channel. However, the fact is that on one hand the demand is flourishing while the service quality of take-out delivery is just satisfying. Strengthening comparative advantages by cutting production cost may decrease customer satisfactory degree. How to effectively improve delivery service of fast-food delivery is of great significance to the development of whole fast-food industry.Based on the foregoing background, and taking Nanjing as an example, this paper dose a survey from consumer aspect on consumer fast-food habits, consumer recognition of take-out fast-food delivery, consumer needs and expects on take-out fast-food, consumer dissatisfaction ratio of take-out fast-food and measurements. Statistical analysis results show that the location, classification and time of fast-food is relatively concentrated, while quality, ordering methods, delivery time, delivery fee, outer packaging, product information access, service of delivery employees and the handle of customer dissatisfaction with delivery all have influences on consumer sustained buying. Therefore, in order to increase the delivery service of take-out fast-food, faster service efficiency to make customer satisfied, take-out fast-food enterprises should take measures by establishing prompt customer-centered delivery system, effectively controlling cost, strengthening control process, improving delivery equipment and strengthening customer communication to discover optimized countermeasures.