中式快餐发展策略分析论文.doc

题目：中式快餐发展策略分析以保定“老驴头”为例院系：文学与传媒学院专业：广告学班级：2007级2班姓名：户卫邦学号：200701020052指导教师：辛志英2011年5月05日毕业设计（论文）I中式快餐发展策略以保定“老驴头”为例【摘要】中华美食博大精深，源远流长，近年来中华美食在世界各地都非常流行，而且获得了世界的认可和美赞。但是中式快餐的发展却一直举步维艰，造成这种状况的原因，一方面是中式快餐自身缺乏一些整体策略，尤其缺乏品牌意识与广告的传播意识。另一方面，肯德基、麦当劳等国际快餐巨头在我国的登陆和迅猛发展，极大的阻碍了中式快餐的发展，使我国中式快餐生存环境更为局促。可喜的是以保定“老驴头”为代表的几家中式快餐店，成为中式快餐发展中的劲旅。目前关于中式快餐的研究主要是在国内领域，而且对其研究没有形成完整的理论体系，只是基于某些方面的研究，例如对产品、服务、标准化生产等方面的研究，这些研究都在某些方面促进了中国快餐业的发展，但要形成一个完整的理论体系还有很长的路要走。本文主要以保定“老驴头”为例，分析其经营状况和经营策略，以及利用案例分析和对比的方法，分析中式快餐发展的现状以及外国快餐在中国的发展情况，通过对二者的比较找出中式快餐的优势与劣势，找出外国快餐值得借鉴的地方。从而为中式快餐的发展，提出一些可行性的建议与策略。【关键词】中式快餐发展策略品牌策略“老驴头”查询中心硕士研究生考场姓名：户卫邦考生编号100331020320205考点：河北师大附中考点地址：中山东路315号考场：023座次：21II“Thesmallstature”has“thebigwisdom”todiscussthelivelihoodofthepeoplenewstwotimestoleap【Abstract】Thelivelihoodofthepeoplenewswasourcountryinrecentyearsaprosperousnationalheadlinestype,eachkindofmediatookitinthekeencompetitionattractsdaybydayreadersimportantmeansthatandhasmadetheverygoodprogress.Strictlyspeaking,thelivelihoodofthepeoplenewsispaysattentiontothecommonpeoplebasicnecessitiesoflifethenews,isreflectsthecommonpeoplelaughter,anger,sorrowandhappinessthenews.Thenewsbasicfunctionistheconveyinformation,themonitorsocialenvironment,sendsouttheearlywarningsignalpromptly,guidesthepeopletomakeuseoffavorableconditionsandavoidunfavorableconditions.Thelivelihoodofthepeoplenewsexpressionpublicopinion,isthepublicmindexchangeplatform.Asthesociologicalsignificancein“thesafetyvalve”,itcollectsthepopularfeelingsandthroughthefeedbackmechanism,realizestheopinionsandrequirementsofthemassesmadeknowntotheupperlevelsorinformssubordinatesaboutpolicies,regardingthedispelprejudiceandthemisunderstanding,themeltcontradiction,maintainsthesocietystablytohavetheindispensableinfluentialroleharmoniously.Therefore,detectedthatthelivelihoodofthepeoplenewsinthepresentworldssignificance,theresearchlivelihoodofthepeoplenewshasthedevelopmentprocesstobeverymeaningful.Inrecentyears,thelivelihoodofthepeoplenewsisinfashionthenation,alreadybecamemediaandsoontelevision,newspaperauniquescenery.Thelivelihoodofthepeoplenewsattentionpublicsentiment,thepublicopinion,thefocusingsocietyhotspot,thedifficulty,theshowingservicelivelihoodofthepeople,thehumanistdisseminationidea,receivetheaudienceandreaderswidespreadapprovalandunprecedentedwelcome.Butalongwiththelivelihoodofthepeoplenewssprosperity,mediocre,thetrivialfragmentation,homogenizationquestionsandsoonentertainmentalsoaccompanieslives,thesequestionsarepuzzlingthelivelihoodofthepeoplenewshealthydevelopmentseriously.Tofurtherrichconnotation,thedevelopmentspace,thepromotionquality,fullyrealizetheeffectivedissemination,presentlytothelivelihoodofthepeoplenewssindevelopmenttwopromotion,aswellasinthispromotesthedisseminationstudyvaluewhichcontainsandsoon.【KeyWords】ThepeopleslivelihoodnewsPublicnewsPost-modernpeopleslivelihoodnewsIII目录引言.1一、民生新闻的涵义.1（一）“民生”一词的由来.1（二）民生新闻的含义.1（三）民生新闻的历史渊源.1二、第一次飞跃：从民生新闻到公共新闻.n（一）民生新闻的特质.n（二）民生新闻的误区.n（三）公共新闻.n（四）民生新闻与公共新闻的关系.n1.民生新闻与公共新闻的区别.n2.民生新闻与公共新闻的联系.n3民生新闻对公共新