优秀毕业设计精品]麦当劳特许经营模式对中式快餐业的启示.doc

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麦当劳特许经营模式对中式快餐业的启示
[摘要]麦当劳经历了上世纪90年代的蹒跚发展后,迅速地向全球化发展,已发展成为世界性的跨国公司。它的特许经营模式是其成功的关键。在特许经营过程中,麦当劳的餐饮理念,总部与加盟店的关系,对加盟者的管理,对供应商的要求以及其健全的配销系统都是麦当劳的成功的优势所在。面对西式快餐在中国市场活跃,我们的中式快餐发展却只是刚刚进入起步期。中式快餐企业都在思考应该如何才能让中式快餐得到发展,建立自己的品牌。在这一点上,我们可以借鉴西式快餐的经营模式,特别是麦当劳的特许经营模式的成功经验。本文通过实证分析、归纳总结,SOWT分析等研究方法,借鉴麦当劳的特许经营模式的成功经验,试图总结出中式快餐的一般规律,并结合中国快餐行业自身的特点,探寻适合中国国情快餐业的策略,以期对中国中式快餐业的健康发展做出有益的探索。
[关键词] 麦当劳;特许经营模式;中式快餐
The Thinking on Chinese Fast Food Industrial Development on the basis of the Mcdonald’s Franchise Operation
Abstract: Having experienced the stumbling situation in the 1990s,the Mcdonald has developed rapidly throughout the world and e a multinational enterprise globally. The key of Mcdonald to ess is its Franchise Operation Mode. In the course of its operation, bination of Mcdonald’s catering concept, the relationship between the head office and the branches, management of the franchise stores, requirements on suppliers and well developed distribution system all are the advantages of Mcdonald to ess. While western fast food enjoys the flourishing development in China’s market, we Chinese fast food is just at the beginning stage. So, the Chinese fast panies are considering how to develop the Chinese fast food and set up their brands, for which we can learn from the western fast food operation mode,particularly the essful experience of Mcdonald’s Franchise Operation Mode. In this essay, I, though learning from the ess of Mcdonald’s Franchise Operation Mode,will conclude the regular pattern of Chinese fast panies as well as explore the strategies suitable for the Chinese current situation and social system on the basis of the Chinese fast food industrial features with empirical analysis method, induction and summarization method, SWOT analysis method and so forth. I hope that these will play a positive and healthy role in