The Research On The Site Selection Of Chain Restaurants, Based On The Stakeholder Theory

With the rapid development of China's economy, especially in the 21st century, the national food consumption ideas are gradually changed. Eating outside have been increasingly become the common way in which people make friends, parties, entertainment and communication. Chain restaurant, because of its unified visual image, purchase, distribution, price, unified service, advertising and management as well as their standardization, specialization and high degree of intelligence, are more likely to be remembered and recognized by customers. Besides, the chain restaurants have the clear brand positioning and culture, which results in their rapid development scale. At the same time, with the new consumption concept, various investment capitals flow to the catering industry. With the popularity of the Internet+, the online platform, O2O, develops fast, which promotes the catering enterprises to chaining. So the chain restaurant has gradually become the catering mainstream. The research object in this article is the chain restaurant. Its concept has been widely accepted by the citizen, so this article does not describe chain restaurant again. The restaurants referred to this article are the chain restaurants.Restaurants are the major part of catering enterprises, which face to the customers directly. As a result, the location of restaurants is of crucial importance. The better the location is, the higher the costs will be. So, almost every catering enterprises will chose the site selection problem as its important study to get more convenient, more economical and more accurate site selection method, in order to make their business to achieve better benefit. Looking back on the current situation, the quality of catering staff is lower than those ones in other industry. So, most of their sites are determined through business circle assessment, traffic and consumption level evaluation. Some enterprise even decides the site by experience. The reason is that there are not models and tools, which can help enterprises, select the restaurant site simply, practically and scientifically. In this paper, after reading a lot of domestic and foreign literature and combining the practical restaurant site of my work experience, I try to the following:(1) The CCIS restaurant site model is put forward innovatively.If a restaurant site selection is not related to the interests of other stakeholders, it is hard to succeed. In this paper, based on trading area theory and the stakeholder theory, I think the main stakeholders in the restaurant include customers, competitors, investors and the society. Only if the interest demands of the four stakeholders are satisfied, restaurants can develop more stably, healthily and greatly. As a result, this paper chooses these four dimensions.(2) Build the index system of CCIS site model.According to the overall design of CCIS restaurant site model, I use the analytic hierarchy idea to layer the factors influencing the site selection of the restaurant to build the index system of CCIS site model.(3) List the calculating process of CCIS site selection model.After the CCIS site model and the index system is set up, the paper displays the calculating process and calculation formula of the site selection. And I choose the hierarchical analysis concept and the more practical mutation progression method related calculation. Then the results are given for investment to make the selection decisions.(4) Choose the YFY restaurants, in which I work, as the solid evidence to verify the CCIS site model.