Xi'an Halal Catering Industrialization Research

As a part of catering trade development of Xi'an, Muslim catering trade is important in Xi'an economic life, presenting our rich history and ethnic culture, and reflecting the competition and development of the market economy. However, Xi'an Muslim catering trade is facing a predicament under the strike of new catering formats. It cannot realizing its value by changing brand effects into economic benefits. Thus, Xi'an Muslim catering trade is in urgent need of brand improvement and transition.Under the perspective of Cultural industry theories, the paper firstly introduces the basic situation and the development history of Xi'an cultural industry, based on which makes a questionnaire survey research of Xi'an Lao Sun Jia restaurant. By a specific statistical analysis of the cultural elements, the history changes and the brand effects of Lao Sun Jia, the paper discusses the issues in Lao Sun Jia's development, and then tries to give countermeasures.The methodology of the paper is document investigation, statistical method and field investigation.The paper includes four parts:The first part is introduction, mainly states the reasons for the selected topic, the current academic situation, the study targets, contents and methodology.The second part describes the theoretical basis, the historical and current situation of Xi'an Muslim catering trade. This part also defines related concepts, including the culture, the cultural industry, Muslim and Muslim food.The third part is case study. According to the field survey of Lao Sun Jia----a leading enterprise of Xi'an Muslim catering trade, the paper overviews the history and current situation of Lao Sun Jia, finds out the problem in Lao Sun Jia's development, draws a conclusion that Lao Sun Jia needs to adjust its operating strategy, and then gives proposed countermeasures.The last part is the development path and vision of Xi'an Muslim food cultural industry. The paper expresses the development advantages of Xi'an Muslim food cultural industry from perspectives of the historical culture, the regional location, the tourism resources, the human resources and the reform opportunity. The paper suggests, under the New Normal, Xi'an Muslim food cultural industry should find way out by policy support, creative design, internal control, industrial upgrading, talent cultivation, innovative thinking and fund guarantee.In summation, the paper analyze Xi'an Muslim catering trade----Lao Sun Jia in document and field investigation, and then presents proposed countermeasures, trying to help Lao Sun Jia in development. On that basis, the paper gives a development path and vision of Xi'an Muslim food cultural industry.