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论文编号：	12764
作者编号：	2320190350
上传时间：	2021/12/8 16:29:38
中文题目：	肯德基（中国）快餐业务竞争战略研究
英文题目：	Research on the Competitive Strategy of KFC (China) Fast Food Business
指导老师：	柳茂平
中文关键字：	肯德基；快餐产业；竞争战略
英文关键字：	KFC; Fast Food Industry; Competitive Strategy
中文摘要：	近年来餐饮产业快速发展，市场规模稳步提升，连锁化率以快餐增长助力为首逐年递增，需求带动了快餐产业的扩张，同时也加剧了快餐产业内外的竞争。肯德基是最早进入中国的西式快餐品牌，作为餐饮企业的龙头，在当前高竞争的产业环境下，深入研究发掘企业的战略目标，构建适合当下内外部环境发展形势下的竞争优势，研究保障竞争战略实施的措施，实现在中国长足可持续发展，是肯德基需要研究的最重大的课题。 本文对肯德基外部宏观环境、产业竞争环境及演变进行详细研究，通过分析企业内部资源及能力，深入探讨目前发展中存在的问题，总结形成SWOT矩阵做竞争战略匹配分析，提出企业适用的竞争战略选择，并构建竞争战略下基于企业价值细分活动的价值链，由于竞争战略选择包含两种竞争优势的特定组合，因此提出价值链构建下两种战略驱动因素的活动细分及其系统措施并论述两组系统措施的兼容性，识别在该竞争战略下应具备的战略资源及核心能力以及提升措施，以更好的辅助两组驱动因素下的系统措施，构建更具竞争优势的价值链。同时作为典型的连锁经营，详细分析了属于横链协同措施下各经营单位之间及部分链内协同措施下对各经营活动之间的克服分散措施，克服分散措施包含对分散因素以及非分散因素这两大类因素的管理，运用波特的纯竞争优势理论充分深入分析各经营单位之间具有的纯竞争优势的非分散因素与及没有纯竞争优势或为负值的分散因素，并提出采取何种措施分别管理，以通过两类因素分离的方式优化连锁经营，以更好的构建竞争战略下的价值链。 通过对肯德基外部环境以及自身情况的分析，得出肯德基应采用快餐这一细分产业下广泛最佳价值成本战略，即低成本战略与差异化战略的特定组合。本文对肯德基的连锁经营管理作了深入的分析，战略实施的保障措施以及研究了可改进的方向。肯德基的竞争战略研究为企业在未来激烈的竞争发展中保持领先地位和稳步发展扩张提供理论依据，为着眼于连锁布局和拓展中的其他餐饮企业提供参考和学习的价值。
英文摘要：	In recent years, with the rapid development of the catering industry, the market size has been steadily increasing, and the chain rate has been increasing year by year with the help of fast food growth. The demand has driven the expansion of the fast food industry, but also intensified the competition inside and outside the fast food industry. KFC is among the first to enter the Chinese western fast food brands, as leader of catering enterprises, in the current highly competitive industry environment, further study of the excavation of the enterprise strategic target, build suitable for the present development situation, the competitive advantage of internal and external environment, the security measures on the implementation of competitive strategy, achieve long-term sustainable development in China, need to study the most important task is KFC. In this thesis, the KFC external macro environment, industry competitive environment and a detailed study of evolution, and through the analysis of enterprise internal resources and ability, and discussed the current problems existing in the development of the summary form SWOT matrix analysis of the competitive strategy matching, suitable competitive strategy choice, the enterprises are put forward and build competitive strategy based on the enterprise value activities of value chain segment. Due to the choice of competitive strategy contains two specific combination of competitive advantage, therefore puts forward the value chain to build the two strategic driver activities match and the system measures and discusses the system measures the combination of the two groups, recognition under the competitive strategy should have the strategic resources and core competences and improve measures, in order to better auxiliary measures under the driving factors of system, the two groups Build a more competitive value chain. At the same time, as a typical chain operation, the thesis analyzes in detail the measures to overcome dispersion among business units under the cross-chain coordination measures and among business activities under the partial chain coordination measures. The measures to overcome dispersion include the management of two categories of factors, namely, dispersed factors and non-dispersed factors. Using porter's pure fully competitive advantage theory in-depth analysis between various business units with pure non-dispersed factors of competitive advantage and there is no pure competitive advantage or negative dispersion factor, and put forward measures management respectively, in order to optimize the chain operation by means of separation of two kinds of factors, in order to better construct the competitive strategy of the value chain. Through the analysis of KFC's external environment and its own situation, it is concluded that KFC should adopt the wide optimal value/cost strategy under the fast food subdivision industry, that is, the specific combination of low cost strategy and differentiation strategy. This article has made the thorough analysis to the KFC chain operation management, the strategy implementation safeguard measure and the research can improve the direction. KFC's competitive strategy research for the enterprise in the future fierce competition and development to maintain a leading position and steady development and expansion to provide a theoretical basis for the chain layout and expansion of other catering enterprises to provide reference and learning value.
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