Research On The Development Strategy Of M Chain Restaurant Company

With rapid development in society and economy also an increasingly improved living standard,consumers' demands for a catering industry were gradually raised.A huge catering consumption market and a relatively easy access to the industry made entrepreneurs swarm into that industry also became a main reason for continuously increased China's catering enterprises,so the competition became fiercer and fiercer day by day.In this thesis,an M catering chain company was set as a research objective,and its development strategies were researched.Through problems discovered by the author in practice,with analyzing a faced environment,strategies and suggestions were raised also finally safeguard measures were raised for helping the M catering chain company go out of the current dilemma.This thesis set the M catering chain company as an example,besides by such strategy analysis theories as a PEST analysis,an industry competition structure analysis and a SWOT analysis,the Company's inner and outer environments and abilities were analyzed in detail.Writing was done by setting an SWOT analysis model as a main theory basis.This thesis is of a writing thought of “raising problems-analyzing problems-solving problems”.Via an SWOT analysis,such strategy directions as SO,WO,ST and WT were put forward.It was confirmed that the M catering chain company mainly adopted SO and WO strategies.The Company's development strategy plans and implementation safeguard measures were generated,based on the SWOT analysis model.The development strategies including an optimization marketing strategy,an organization strategy,a HR strategy,a brand strategy and a channel strategy,forged the Company's core competitiveness to improve competitive advantages.In the safeguard measures,through strengthening operation of a single restaurant,a market location,HR optimization,risk management and sincere service were made firm.This thesis,by linking theory with practice,provided customized development strategies for the M catering chain company,being of a control ability as well as relatively useful guiding.This thesis was made to supply more use for reference to peers in the catering industry.