Research On The Problems Of XHL Fast-food Chain Operation

Nowadays,both the pace of life and the catering mode have changed,and dining out has become a common behavior.Its form and dining time are moving towards a simple and fast direction,and the fast-food industry has been developing rapidly.In the fast food industry,the chain fast food restaurant manages the standardization,the product quality unification,the brand is reliable,deeply consumer affirmation.For those investors with less experience in business,choosing to join a chain of fast food restaurants recognized by the market is a relatively sound investment model.At present,the development of small and medium-sized fast food chain enterprises in China is relatively slow,and there are prominent problems such as inaccurate market positioning,similar product types,and serious malicious imitation competition.In order to make small and medium-sized fast food chain enterprises have better development prospects,it is of practical significance to study the problems encountered in the operation of such enterprises.This paper chose XHL fast food chain co.,ltd.as the research object,analyzed the actual operation situation,combined with the domestic and foreign theoretical analysis of the catering industry,fast food industry,chain operation enterprise strategy and other problems of XHL fast food product characteristics and operation,and studied the countermeasures to solve the current operation problems.Use porter's five forces model and PEST analysis method to study its external environment and internal environment.By using SWOT method to analyze XHL fast food chain co.,LTD.,I learned that the company's fast food products have excellent quality and are well recognized by consumers.Fast food is reasonably priced and easy to be accepted by consumers.It has occupied part of the fast food market and is an excellent and popular Chinese fast food chain enterprise.Its disadvantages are reflected in the lack of systematic management and planning of market positioning,alliance mode and new product development.Combined with the analysis results,this paper gives Suggestions to XHL fast food chain co.,LTD.: scientific market positioning,strict control of operation and management,and focus on offline services;Through reasonable procurement,unified distribution,fast logistics and other forms of cost monitoring,the enterprise has a rhythm to accelerate the modernization process,to the size of the fast food chain enterprises.Strictly control the chain mode,control the number of directly operated stores,and pay attention to the quality of self-operated franchised stores,so as to ensure their competitive advantages in the market competition.It is hoped that the research results of this paper can provide some reference for the development of other small and medium-sized fast food chain enterprises.