Study On Commercial Model And The Growth Of DH Chain Catering Company

In recent years,chain catering companies have been expanding and achieved significant sales growth,improving their market position.However,in the face of an increasingly fierce market competition environment,the catering industry can only change the traditional extensive commercial model,and establish a more elaborate and intensive innovation model to adapt to the trend,keep up with the pace of the times,and develop more competitive times.Only by improving the success rate of entrepreneurship under the refined and consumption upgrades can the chain catering enterprises gain the benefits.With the continuous advancement of the two research fields of commercial model and enterprise growth,the foundation of this research is also laid.In recent years,some scholars have combined commercial models with corporate growth research to explore the impact of commercial models on enterprise growth.This study mainly analyzes the business model and growth of DH chain catering companies.The first chapter introduces the background of the selected topic,the significance and purpose of the research,the research content,the research methods and the technical route.The second chapter introduces the related concepts of commercial model,enterprise growth,chain catering and corporate growth.The third chapter analyzes the commercial model and current situation of DH chain catering company,aiming to analyze the advantages and disadvantages of DH chain catering company.The fourth chapter introduces the financial growth model and analyzes the customer evaluation.The purpose is to explain the evaluation system of growth analysis and the satisfaction and improvement of DH chain catering company from the perspective of customer evaluation.The fifth chapter analyzes how to improve the financial growth of chain catering enterprises from three aspects: moderate control of capital ratio,increase of the scale of catering industry and enhancement of corporate profitability.The main research conclusions of this paper include:(1)DH chain catering company has achieved a certain scale in the chain fast food industry.The main business of DH chain catering company is small hot pot.The small hot pot is relative to the traditional hot pot.The small pot replaces the big pot,and the bar replaces the table and chair.The customer sits around the bar,and one person use one pot.The brand positioning is a Chinese fast food,offering a variety of different soup bases and more than 100 dishes that can be cooked in soup or served as a side dish.In recent years,DH chain catering company has been expanding rapidly.According to public information,DH Chain Restaurant Company was established in Beijing in 1998 to locate desktop single-person fast food hot pot,which was listed in Hong Kong stocks in 2014.The reporter inquired about the company’s annual report and found out that the number of stores after the listing from 2014 to 2017 was 452,552,639 and 759,with an average annual expansion of around 100.As of the end of 2017,DH chain catering company has covered 13 provinces and 79 cities.(2)DH chain catering company is in the stage of transition from maturity to recession,which needs transformation and optimization.The profit growth rate of DH chain catering company in recent years has not kept pace with its expansion.According to its annual report,the net profit growth of DH chain catering company has slowed down significantly in the past three years.In the past year,DH chain catering company has also closed some stores.DH chain catering company has achieved a series of achievements since its establishment.Its management tenet and some management methods have been proved and recognized by the market.However,as time goes by,the company has experienced a slowdown in the developing process,even there have been some transitions to the recession.Therefore,in the course of this research,I hope to introduce the business model and growth relationship of the chain catering enterprises in theory,and combine the successful experience of DH chain catering companies and discover the problems in the development process and propose solutions.It will give some reference and inspiration to the commercial model innovation and profit growth of chain catering enterprises.