The Research On The Differentiated Competitive Strategies Of The Chain Operation Of Yuanxiang Catering Co.,Ltd.

PC Internet has subverted the traditional retailing industry, and mobile Internet will subvert traditional service industry, while catering industry, as an important part of traditional service industry, will suffer from tremendous impacts brought by Internet. On the other hand, due to the low entry and exit cost of catering industry, an increasing number of entrepreneurs and capital markets rush into catering industry, which predicates that catering industry will face a more fierce competition in the future. Under such a historical background, it appears to be extremely important for catering enterprises to step out of the red ocean of competition with differentiated competition.Since Yuanxiang Catering is a start-up chain catering company, how to cope with the fierce market competition, solve its difficulties in management,distribute and plan its development strategy and become a catering enterprise with unique characteristics will be the major task it faces.This paper firstly analyzes the essential features and advantages of chain catering operation and differentiated competition so as to provide theoretical basis for proposing differentiated competitive strategies conforming to the characteristics of chain catering enterprises later. Next, it systematically analyzes Yuanxiang Catering through describing it and by applying SWOT analytical method and value chain analysis method, finds out the internal advantages and disadvantages of Yuanxiang Catering, discovers its external opportunities and threats and fully seizes the key links affecting its value. Then, by objectively analyzing the key problems existing in Yuanxiang Catering, it finds out the major reason of their existence. In the end, based on the above analyses, this paper proposes the development strategy with differentiation as the core competitiveness, constructs the organizational structure adapting to strategic development and a series of differentiated competitive strategies implemented on the key activities in the value chain from strategies to tactics, striving to make Yuanxiang Catering able to survive and develop in the gradually fierce competition. This paper also hopes to be of reference value to more chain catering enterprises.