Research On Development Strategy Of KMJ Western Fast Food Chain Enterprise

In the middle and late 1980 s,western chain fast food brands represented by KFC and Mc Donald’s began to appear in the eyes of Chinese people and became household luxury "foreign brands".Under the influence of these two brands,Pizza Hut,Burger King and other foreign fast food brands have also entered China’s domestic market.Stimulated by foreign fast food brands and the huge consumer market behind,domestic and local enterprises began to follow suit,with "hamburger,fried chicken" as the theme of the enterprise presented a hundred flowers blooming type development.Although these local enterprises have their own development characteristics,due to various reasons such as lack of operation and management experience of enterprises and unclear development goals,they generally adopt low-price strategy for market development and face serious homogenized competition,thus falling into the dilemma of increasingly limited development scale.In the past two years,the catering industry has been affected by the COVID-19 epidemic,leading to the development of the whole industry is not optimistic.Therefore,it is of great practical significance to study how local Western fast food chain enterprises should develop and find their own correct development strategies.Taking KMJ western-style fast food chain enterprise as an example,combining with the change of internal and external environment,enterprise development analysis tools such as SWOT matrix,to find suitable for stable strategic direction for the development of the enterprise,and based on the strategic direction and put forward KMJ company now consolidate the original basis,should be taken to stop vulgar expansion and other measures to stabilize the company.Based on the actual situation of enterprises,this paper discusses the three basic types of competitive strategy,and suggests that KMJ company actively explore differentiated competitive strategy in the process of enterprise development.The adoption of differentiated competition strategy requires KMJ to innovate from various aspects of product,operation,marketing and channel,so that the company has core competitiveness,its own comprehensive strength has been continuously improved,and the whole company has a favorable position in the market.Finally,it provides guarantee for the implementation of enterprise development strategy by strengthening brand construction,perfecting information technology construction,optimizing human resources,strengthening risk management and making up the short board of development.