Study On Blueocean Strategy In J Restaurant Chain

With China's rapid economic development,market competition intensified.As the traditional pillar industry,catering industry has also sunk in an unprecedented competitive situation.To some extent,it will be difficult and challenge-able for small and medium-sized Chinese food chain brands to set up the distinctive brand effect and stand out in the noisy "Red Sea" competition in the fast-food industry,such as KFC,McDonald's and Subway,which are leading the fast-food industry.This paper takes the development strategy of the domestic restaurant J chain as the research object,aiming at helping the enterprise to open the "blue ocean" space which is unmanned competition effectively,and create a brand-new development strategy for it so as to make it win in the fierce industry competition.First of all,this paper points out the background,purpose and significance of this research.And systematically combing the development of relevant strategic management theories both at home and abroad.This paper summarizes the technical analysis theory of "Blue Ocean Strategy",and clarifies the analytic tools,process and principle of the theory.Secondly,this article uses the PEST analysis method to point out the change of the macro environment of the enterprise,and uses the Porter's five force model to analyze the competition situation of the industry,so as to clarify the necessity of implementing the blue ocean strategy.Thirdly,based on the theory of "Blue Ocean Strategy",this paper analyzes the value curve and strategic layout of the domestic fast-food industry,and clarifies the focus of the current industry competition.Through the consumer questionnaire,analyzes their own advantages and disadvantages under the actual situation.And then with the use of "Blue Ocean Strategy" four-step action framework analysis tools and "eliminate-reduce-increase-create" coordinate grid,combined with market conditions and corporate characteristics,restructure and create new buyer value elements.Then draw out a brand-new value curve and strategic layout.At last,it puts forward some suggestions on the implementation of the new development strategy and the safeguard measures.