A Western Fast Food Chain Enterprise Competition Strategy Research

The fast food industry is an important part of China's economy, and an important part of the fast food industry is the Western fast-food chain, due to historical reasons, western fast food chain enterprises is the most foreign enterprises, these enterprises have accumulated many years of management experience and localization of operating experience, and in recent years, China's domestic western fast food chain the enterprise growth in the rapid growth of A new force suddenly rises., also, although these enterprises are local enterprises, occupy the inherent advantages in consumer demand and grasp the localization operation, but these enterprises generally lack the formal operation of management experience, the main occupation of the market by low-cost strategy, the homogenization of serious competition, competitive strategy is not clear, often fall into the dilemma of development. The same is the local food chain Dicos, Wallace in this regard to do very well, to find their own core competitive advantage, showing the great potential of local enterprises to develop the western chain. Therefore, the localization of Western fast food chain enterprises how to formulate competitive strategy for enterprise development has a strong practical significance. The purpose of this paper to a western style fast food chain enterprises from the angle of competition strategy for practical and effective solutions. From the enterprise's strategic target of through the study of chain management, food management, the use of SWOT analysis matrix, the external factors evaluation matrix analysis tool, in order to help the enterprise competition strategy of optimization selection, also help enterprises to master the development method and the way of competition strategy, to understand the enterprise external environment opportunities and threats, internal advantages and disadvantages of better understanding of the business environment, for the sustainable development of enterprises to provide practical help. This article is based on the comprehensive analysis of the competitive strategy of A enterprises by referring to the foreign mature chain business model, combined with the characteristics of the development of China's localization. Hope that through the study not only for the development of A western style fast food chain enterprises have helped, but also hope to provide a reference for the development of more local food chain enterprises to develop and grow, learn from the strategic choice.