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1、對外經(jīng)濟貿(mào)易大學碩士學位論文中國餐飲業(yè)特許經(jīng)營研究姓名：劉濤申請學位級別：碩士專業(yè)：國際貿(mào)易指導教師：朱明俠2001.4.1對外經(jīng)濟貿(mào)易大學2001屆碩士學位論文letaloneitsapplicatiothedifferencebe“veentheChineseandwesternfood&beverageculturesandfoodpreparationproceduresisanotheressendalcausethatacc

2、onntsforsuchallincongruityStandardizationofproductpreparationprocedure，manufactorizationandmodernizationofkitchen，insufficientimportanceattachedtomarketingstrategystereotypedservicephilosophyandoutofdatenotionandbusiness

3、modeareallchallengesconfrontedbytheChineseenterprisesServicephilosophyinparticulardeservesmostattentionOneofthekeyguidelineofthehighlydevelopedTlirdIndustryforthewesternworldistoppriorityattachedtocustomervaluewhichpresc

4、ribestoprovidecustomerswithperfectaspossibleserviceandtoengageindetailorientedimplementationofnormativeandconsiderateserviceonadayto—daybasisAgoodnumberofcasestudiesonfood&beverageenterprisesdomosticandabreadareuseddurin

5、gthecomparativeanalysisAnothel“inevitableiSSUefortheChinesefood&beverageenterprisesishowtocombinesuccessfullytheconsumptionoffoodwitIIthatofcultureProductsandmarketingstrategythatlackofeulturalpurportisboundtosufferfromu

6、nabidingsnccessinthenewageofknowledgeeconomyTocreateaneverlastingbrandouthebasisofChinesecustomerChinesestyleandChinesecharacteristicsseemstobethebeststrategytofollowFood&beverageconsumptionshiftingfromaroleofphysiologic

7、alneedtooutofemotionalresort，hasaltondybeenintegratedintothecategoryofcultureinthemodernsociety，thefaceofwldehdidnotreceivesufficientattentionfromtheChineseenterprisesThelastpartdiscussesthedevelopmentstrategyoffood＆beve

8、rageindustrycarriesoutanoutlookoffuturedevelopmentofChinesefood＆beveragesectorwitllthehelpoffranchisingThedevelopmentofatypicalfood&beverageenterprisescoverthefollowing3stagesinsequence：carvingoutperiodgrowthperiodandmat

9、urityperiodEnterprisesatdifferentstagessheuldfollowdifferentoptimalbusinessstrategyInconsiderationofcurrentsituationtheChineseenterprisesengaginginfood＆beverageindustryshouldimplementthestrategyofbrandincubationmake舢1lsc

10、ofChina’straditionaladvantageofabundantfamousfoodandrestaurantresourcesandfocusonthe仃aditionalfoodcultureofthecountrynmsuccessfulbusinessmodeofforeignfood&beverageenterprisesshouldbeusedtoupdateourcurrentpracticesinorder

11、toshakeoffthefimitafionimposedbythetraditionalfastfoodrestauranthandlingprocedurescharacterizedbysmallscaleandseparateoperationCompetitivemarketingstrategyaswellasfeaturedorthemebusinessmodeiswhatmodernfood&beverageindus

12、trycallsforAlsoinvestmentinR&DsheuldguaranteethecontinuousinnovationandimprovementofChinesestylefood&beverageOneofthemostSUCCesSfUlfrancIIisesystemsMalanNoodlerestaurantshallhavealotofexperiencestosharewithusBeingahighly

13、differentiatedmarketfood&beveragemarketissuchaplacethatenterprisesofeverykindoreveryclassweuldconvenientlydetermineitsownoptimalmarketorientationandbusinessstrategyFranchisingensuresallevenbettermatchbetweenthesystemandl

14、ocalmarketpreferenceInadditionpreservationofproducevarietyshouldnotbesacrificedalongtheprocessofachievingstandardizationofproductpreparationprocedure，whichrequirestheChinesefood＆beverageenterprisestoengageindevisingvario

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