| With the rapid growth of economy and the constant change of social structure,chinese fast food industry has achieved unprecedented rapid development,which has attracted wide attention from all sectors of society.Under the background of global economic integration,"foreign fast food" such as McDonald’s and KFC has gained rapid expansion in China with its strong capital and brand advantages.How the Chinese fast food industry becomes bigger and stronger is an important propositions that need to be solved in enterprise strategic planning.The paper select Anhui Laoxiangji Food and Beverage Limited Company as a case enterprise to study and find out the deficiencies and problems in enterprise strategic planning,and propose solutions.This paper uses the method of case analysis,literature research,field investigation and exploratory research to apply modern enterprise strategic management theory.Starting from the background of topic selection and the research status of fast food industry both at home and abroad,the paper concluded the value and significance of research on strategic management in Chinese fast food;next,the paper find the gap between chinese and western fast food in business model,the internal management,standardization,strategic target,the enterprise culture and the target customer base by comparing the development of fast food industry at home and abroad;finally,this paper analyzes the macro environment and industry competition situation of the developing countries,and makes a comprehensive analysis of the internal environment of Laoxiangji Food and Beverage Limited Company by SWOT analysis.The factors constraining the development of an enterprise are not only the influence of the external environment,but also the causes of the internal control of the enterprise.As a result,the papaer puts forward the strategy of "1+4" architecture system.one core strategy is multiple development,four means enhancing internal control strategy,innovating business model strategy,strengthening brand culture strategy,and accelerating capital cooperation strategy.Among these strategies,the diversified development strategy of industry integration has some innovative ideas in the strategic planning of fast food enterprises.The research results have certain theoretical guiding significance to promote the strategic positioning of Laoxiangji enterprises,fully integrate into the international competition,and advance the realization of the strategic goal. |
