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论文编号：	2608
作者编号：	2120082463
上传时间：	2010/6/17 11:43:32
中文题目：	海底捞公司的竞争优势研究
英文题目：	The research on Haidilao Catering Co.,Ltd. Competitive advantage
指导老师：	王迎军
中文关键字：	餐饮业 竞争优势 顾客价值 服务 战略管理
英文关键字：	Catering industry; Customer value; Competitive advantage; Service; Strategic management
中文摘要：	获得与保持竞争优势一直是理论界和企业关注的焦点问题。企业为了获得制胜的竞争优势，一直在进行实践的探索，竞争优势的多种来源也为企业所追捧和应用。在竞争日趋激烈的今天，企业已经认识到要想获得持久的竞争优势，就要为顾客提供超越竞争对手的优异价值，顾客价值也被视为企业持续增长的引擎、竞争优势的新源泉。 随着人们生活水平的提高，消费观念发生改变，外出就餐的需求日益上升，这也刺激了餐饮市场的繁荣发展。在餐饮市场不断壮大，餐饮企业层出不穷的同时，市场的竞争也日益激烈。产品、服务、环境这些已经无法成为一个企业保持竞争优势的法宝，企业为了获得持续的竞争优势，开始重视顾客价值，认识到顾客资源的重要性，创造和交付优异的顾客价值成为餐饮企业保持竞争优势的重要途径。 海底捞以服务著称，它从1994年创立至今，公司逐步从四川简阳市一个不知名的小火锅起步，发展成为今天，拥有七千余名员工，拥有一批食品、饮食、营养、工程、仓储、管理方面专家和专业技术人员的跨省大型餐饮企业。海底捞凭借对顾客价值的精准解读和通过服务中的准确传递，打造了其显著的竞争优势。 本文以我国餐饮市场的发展现状为现实背景，以四川海底捞餐饮股份有限公司为研究对象，将竞争优势、顾客价值等相关理论与海底捞的生产运营活动相结合，描述和分析了公司的竞争优势及其来源，并通过与知名同类企业的对比，尝试提出需要提高和改进之处以及竞争优势的增强途径，从而使公司获得持久的竞争优势，也希望可以为其他餐饮企业的发展和成长提供有益的启发和帮助，促进我国餐饮业的健康繁荣和发展。
英文摘要：	Gain and sustain competitive advantage has been the focus of theory ciycle and enterprises. In order to gain winning competitive advantage, enterprises is trying to explore the practice, and pursuing and applying various sources of competitive advantage.Today, with the increasingly fierce competiton,enterprises have recognized that they must provide more excellent value for customer than competitors if they want to gain sustainable competitive advantage, customer value is regarded as the engine of sustainable growth and new source of competitive advantage for enterprise. With the improvement of living standard, people changed old consumption attitudes and gradually demonstrate rising demand for dining in resterauts outside, which stimulate the development of catering industry. The market is more and more hyper-competitve with the continous growth and emergement of new catering enterprises. Product, services, enviorment, they couldn’t be enterprise’s magic weapon for sustaining competitive advantage, In order to obtain permanent competitive advantage, company has paid high attention to customer value and its importance, creating and delivering excellent customer value has become a important method for catering enterprise to obtain competitive advantage. Haidilao Hotpot is famous for its service, the company has come into being the inter-provincial catering enterprise from a nameless hotpot restaurant in 1994 step by step，There are more than 7,000 employees now in which including lots of professional techinicians and experts on food, nutrition, engineering, storage and management etc. With the accurate comprehension for customer value and proper delivery through service, Haidilao Hotpot has created a significant competitive advantage. This paper is combining comeptitve advantage, customer value and relevant theories with Haidilao Hotpot’s production and operation, describing and analysing the company’s competitive advantage together with its source under catering market’s development status in China, the paper is trying to put forward the improvement and strengthen methods of competitive advantage through comparation with famous similar companies, and then let the company gain the sustainable competitive advantage, also wish that the paper could provide good inspiration and help for other catering enterprises’ development and growth, So as to promote the health of China's catering industry prosperity and development.
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