餐饮行业经营模式的研究-毕业论文外文翻译

吉林化工学院年可毕业论文外文翻译吉林化工学院外 文 翻 译餐饮行业经营模式的研究Food Industry Business Model Research性 质: 毕业设计 毕业论文教 学 院： 机电工程学院系 别：工业工程系学生学号：11440315学生姓名：孙楠专业班级：工程1103指导教师：卢伟宏职 称：副教授起止日期：2015.3.12015.3.28吉 林 化 工 学 院Jilin Institute of Chemical Technology餐饮行业行业经营模式的研究摘要：改革开放30年以来，我国国民经济持续稳定发展，同时餐饮业得到了前所未有的发展。随着逐渐规范的市场经济体制的完善以及企业在新的竞争环境中的成长，许多本土餐饮企业已经具备了与国际级企业参与市场竞争的硬实力。中国饮食文化的发展与国家的历史变迁、民族习俗的传承有着千丝万缕的联系，消费者很容易对饮食消费中的中国文化元素产生共鸣。因此，企业应该努力寻找产品、服务、品牌与中国文化的衔接点，增加品牌的附加价值，在企业营销活动中借鉴各类文化因素，有效地丰富餐饮品牌的内涵。现代餐饮企业间差异化竞争越来越趋向于企业内在餐饮文化的竞争。企业文化体现了一个企业的内在品格、人文精神和价值取向。而文化营销中蕴含的文化因素可以对受众进行价值观和理念上的引导、培育和塑造，与消费者在思想、观念、情感和道德上产生共鸣。因此，塑造优秀企业文化理念，建立健全与之相适应的文化管理体系，可以为企业进行文化营销活动提供有力保障和动力源泉。本文针对小肥羊火锅对当前的餐饮行业的经营模式进行研究，对餐饮行业的经营、管理及如何改善提出建设性意见。1 2015餐饮业5大趋势2015对于餐饮行业来说又将是风起云涌的一年，那么，新的一年餐饮行业会有哪些发展趋势？趋势一：手机app或成标配据报道，中国餐饮业o2o在线用户规模预计2015年将超过两亿人，使用手机等移动客户端将成为越来越多消费者订餐和付款的主流方式。专家认为，2015年越来越多的餐饮企业将绑定手机app，从团购、点菜、下单、支付到点评、服务等都可实现智能化操作，消费者就餐一部手机便能搞定。这种就餐方式既满足了消费者个性化需求，又能增加消费粘性。趋势二：店面迎来“小时代”相比“大而全”的餐馆，“小而美”餐馆将在2015年大行其道。业内人士分析，年轻人渐成消费主力人群，他们对“吃”有自己的理解，不仅要求味觉和体验，而且讲求生活方式，哪怕是一家经营面积只有20平方米的小餐馆。这些小店往往很有格调，并专注单品，在垂直的细分市场里没有竞争对手，也没有竞争品牌，有非常多的成长机会。趋势三：创意餐厅分外“红” 2014年，郑州多家餐馆服务员热衷表演舞蹈，还出现无餐具餐厅以及将意想不到的口味融合在一起。2015年这些创意在消费者眼中将毫无新鲜感，因为将会有更多的餐厅颠覆传统玩法，无论是就餐形式、店面装修还是其倡导的生活理念。当下体验经济盛行，创意餐厅正是迎合了这样的市场需求，并有巨大发展空间。趋势四：各路资本将介入有分析人士认为，2015年餐饮业将吸引更多投资者。据透露，目前已有一些大的集团欲收购国内知名餐饮企业，“联姻”后投资者将重视炼内功，丰盈经营手段，重新塑造品牌形象并整合各种资源。此外，一些零售商也会来“凑热闹”，兼并介入餐饮行业，从而实现跨界经营战略。趋势五：业态发展多元化可以预见，餐饮业态多元化发展将在2015年体现得更加明显。专家表示，这一点首先涉及在高端餐饮领域，高端餐饮将根据变化了的服务受众，在业态上以各种方式形成高中低端多元化系列。比如推出轻餐饮、主题餐厅、大众外卖等。其次，餐馆除了就餐功能，如今更多地承载了社交功能，从而服务至更广泛的消费人群。2 论餐饮业的重要性餐饮业对我国经济发展和人民生活水平提高具有重要的意义，加强餐饮业发展战略研究，提出促进餐饮业发展的政策取向，有助于推动我国经济社会快速和谐发展。研究餐饮业发展战略将有力促进农业和农村经济发展，实现农业增效和农民持续增收。十一五时期，农业和农村经济发展要努力完成三大基本任务之一就是要确保农业增效和农民持续增收。餐饮产业，一头连着农村，一头连着大市场，餐饮业的发展将带动种植业、养殖业和加工业的关联发展，从而推动农业结构调整和产业化进程。研究餐饮业发展战略将有力促进我国旅游业发展。餐饮业是旅游业的重要组成部分，旅游业由吃、住、行、游、购、娱六大部分组成，其中吃排于首位。一方面餐饮业因旅游业的发展而带来发展空间;另一方面，餐饮业发展也将有力促进旅游业的完善和增长。研究餐饮业发展战略将有效缓解我国就业压力。当前和今后一个时期，我国就业形势依然严峻，就业压力依然巨大。餐饮业作为第三产业中的传统产业具有劳动密集型特征，对劳动力具有很大的吸纳能力。另外，随着餐饮业发展而带来的对农产品的新需求及农业产业结构调整等因素作用，还将带来更多的就业岗位。研究餐饮业发展战略将有助于提高人民生活水平。我国餐饮业历史悠久，烹饪文化源远流长，消费市场极其广大。城镇居民家庭平均每人每年消费性支出中，在外用餐的支出逐年增长。在外就餐的增多，要求餐饮企业在传统的店堂经营方面很下功夫，提升其整体产品质量，满足消费者日益提高的享受和营养要求。研究餐饮业发展战略有助于餐饮产业升级和提高竞争力。通过餐饮业发展战略研究，有助于推动四川餐饮业改变陈旧的经营方式，开展特色经营，改善生产方式，提高管理服务水平，增加科技含量，以适应开拓市场的需要。因此，餐饮业应加快升级和提高竞争力，才能满足人民群众生活水平日益提高的需要。3餐饮企业经营策略最近几年以来,中国餐饮企业在国民经济领域的重要性逐渐引起人们的关注,因此,与餐饮企业相关联的市场营销策略成了企业管理研究的焦点。中国饮食文化与国家的发展与历史变迁、民族习俗的传承有着千丝万缕的联系,消费者很容易对饮食消费中的中国文化元素产生共鸣。因此,企业应该努力寻找产品、服务、品牌与中国文化的衔接点,增加品牌的附加价值,在企业营销活动中借鉴各类文化因素,有效地丰富餐饮品牌的内涵。餐饮文化是一个国家和民族在长期历史发展过程中逐渐形成和传承的一种饮食习惯和文化传统。我国的餐饮文化源远流长,反映了人们饮食活动过程中关于饮食品质、审美体验、情感活动、社会功能等诸多方面的独特文化意蕴。餐饮业是典型的服务行业,具有实物产品和服务产品相结合,生产与消费同时发生等特征。因此,餐饮行业所蕴含的文化传统以及其自身的特点决定了餐饮企业必须重视品牌文化和企业文化的塑造,并通过有效的文化营销提升企业竞争力。在现代市场经济活动中,营销已经成为迎合消费者深层诉求,建立企业差异化优势,提高企业核心竞争力的有力手段。在具有深厚文化渊源的餐饮行业,合理选择营销策略,充分发挥文化因素对经营活动的促进作用,唤起消费者对本企业产品的需求,赢得消费者对企业的认同,使企业在激烈的市场竞争中处于不败之地。内蒙古小肥羊餐饮连锁公司经过10年的发展,已经稳居中国本土餐饮企业头把交椅。但是,与中国市场的外资餐饮巨头诸如美国百胜相比,无论小肥羊企业的管理水平、资金能力还是市场布局都与之望尘莫及。要想成为令人瞩目的中餐连锁品牌,任重而道远。本论文在研究查阅文献和访谈的基础上,通过对内蒙古小肥羊餐饮连锁有限公司的深入调查,对餐饮企业市场品牌营销策略和所面临问题进行了研究和分析。关注小肥羊的企业发展战略、资本运作模式、分店的管理、供应链管理。餐饮业作为我国第三产业中的一个传统服务性行业，始终保持着旺盛的增长势头，取得了突飞猛进的发展，展现出繁荣兴旺的新局面。与此同时，我国餐饮业发展的质量和内涵也发生了重大变化。2012年，我国餐饮业收入达到23448亿元，比上年增长13.6%，占社会消费品零售总额的11.15%。2012年餐饮收入比2005年增长1倍以上，年均增长16%左右，对消费品市场起到了较大的拉动作用。2013年，全国餐饮收入累计实现收入25392亿元，同比增长9%。其中限额以上企业（单位）餐饮收入累计达到8181亿元，同比下降1.8%。我国餐饮市场呈现高端餐饮低迷、大众餐饮势头强劲的两极化表现。2014年全国餐饮收入27860亿元，同比增长9.7%，比上年加快0.7个百分点，终止了连续3年增速下滑的势头。限额以上单位餐饮收入8208亿元，同比增长2.2%，增速由负转正，比上年大幅增长4个百分点。国家商务部发布的“十二五”期间促进餐饮业科学发展的指导意见中提出，力争在“十二五”期间，餐饮业保持年均16%的增长速度，到2015年零售额突破3.7万亿元，并培育一批特色突出、营业额10亿元以上的品牌餐饮企业集团。伴随着政府拉动消费的政策影响、城乡居民收入较快增长和消费观念更新等因素，未来餐饮业依然是引人注目的消费热点，中国餐饮消费水平将继续保持高速增长。Food industry business model research2015 catering industry trends2015 for food industry and is prone to a year, so the New Year food industry will have what kind of development trend?Trend 1: Mobile phone app or into the standard according to the report, Chinas catering industry o2o online user scale in 2015 is expected to more than two hundred million people, the use of mobile phones and other mobile client will become more and more mainstream consumer reservation and payment way.Experts believe that in 2015, more and more catering enterprises will be binding mobile phone app, from the group purchase, order, order, payment to review, service can realize the intellectualized operation, such as consumer eating a mobile phone can be done.This way of eating is both meet the personalized needs, consumers can consume more stickyTrend 2: Stores have” little time”Compared to instead of restaurant, small but beautiful restaurant will be popular in 2015.The industry analysis, the young man is a main consumption crowd, they have their own understanding to eat, not only requires the sense of taste and experience, and emphasizes the way of life, even if it is a small restaurant business area of 20 square metre only.These shops often have a lot of style, and focus, has no competition in the vertical segments, also have no competitive brands, there are so many growth opportunities.Trend3: Special fire creative restaurantIn 2014, zhengzhou restaurant waiter more keen on dancing, there no restaurant tableware and fused the taste of the unexpected.2015 these ideas in the eyes of consumers will have no fresh, because there will be more restaurant subversive play, both dining form, store decoration and its advocacy of life philosophy.The prevalence of experience economy, creative restaurant is to cater to the market demand, and has a huge space for developmentTrend4: Various capital will involve some analysts believe, in 2015, the restaurant industry will attract more investors.It was revealed that there are some big group to buy the domestic well-known catering enterprises, investors will be after the marriage attaches great importance to the internal strength, rich management means, to shape the brand image and integration of various resources.In addition, some retailers may also to action, mergers in food industry, so as to realize cross-border operation strategy.Trend5: Development diversified forms, predictably, catering business mode diversification is more obvious in 2015.Experts said that this first involved in the field of high-end restaurants, high-end restaurant will audiences, according to the changed service on forms in various ways to form high school low-end series of diversification.Light such as catering, theme restaurants, mass delivery, etc.Secondly, besides the function of dining restaurant, now carries more social functions, and services to a wider range of consumers.Catering industry of our country economy development and peoples living standards improve is of great importance, strengthen the restaurant industry development strategy research, put forward the policy orientation, to promote the development of catering industry contributes to promoting the development of Chinas rapid economic and social harmony.The restaurant industry development strategy will effectively promote agricultural and rural economic development, realize the agricultural efficiency and steady increase in rural incomes.11th five-year plan period, agriculture and rural economic development to one of three basic task is to ensure that agricultural efficiency and steady increase in rural incomes.Food and beverage industry, a head attached to the countryside, a head attached to big market, the development of the catering industry will drive the development of planting, breeding and processing industry association, so as to promote the agricultural structure adjustment and industrialization process.The restaurant industry development strategy will strongly promote the tourism development of our country.Catering industry is an important part of tourism, tourism by eating, accommodation, transportation, traveling, shopping, entertainment of six parts, including eating row in the first place.On the one hand, the restaurant industry bring development space for the development of tourism;On the other hand, the restaurant industry development will strongly promote the improvement of the tourism industry and growth.The restaurant industry development strategy will effectively ease the employment pressure in China.The current and future a period, our country employment situation is still grim, employment pressure is still large.The restaurant industry as a traditional industry in the tertiary industry is labor-intensive characteristics, greatly absorption capacity for labor.In addition, with the development of catering industry and brings the new demand for agricultural products and agricultural industrial structure adjustment, also will bring more jobs.The restaurant industry development strategy will help to improve peoples living standards.Chinas catering industry has a long history and cooking culture has a long history, the consumer market is extremely broad.Urban residents family average per person per year in consumer spending, dine out spending increased year by year.Eating out more for catering enterprises in the traditional management aspects of the shop, very effort, improve their overall quality, meet increasing consumer to enjoy and nutritional requirements.The restaurant industry development strategy helps to catering industry upgrading and improve competitiveness.Through the restaurant industry development strategy research, help promote sichuan restaurant industry change the old mode of operation, carry out characteristic management, improve the mode of production, improve the service level of management, increase the technological content, to meet the needs of the market development.Therefore, the restaurant industry should speed up the upgrade and enhance competitiveness, to meet the needs of the peoples living standards increasing.In recent years, Chinas importance in the field of catering enterprises in the national economy gradually aroused peoples concern, therefore, is associated with catering enterprises of marketing strategies has become the focus of enterprise management research.Chinese diet culture and the development of the country and the historical changes, ethnic customs pass is intimately involved, consumers are easy to resonate with Chinese cultural elements in the diet.Therefore, the enterprise should try to find the product, service, brand and the transition of Chinese culture, increase the additional value of brand, draw lessons from all kinds of cultural factors in enterprise marketing activities, enriching the connotation of the catering brand effectively.Food culture is a country and nation in the long-term historical development process of gradually formed and inheritance of a dietary habits and cultural tradition.Food culture of our country has a long history, and reflects the activities in the process of peoples diet on diet quality, aesthetic experience and emotional activities, social function, and many other aspects of the unique cultural connotation.The restaurant industry is a typical service industry, physical products and services, the combination of production and consumption occur simultaneously, etc. Characteristics.Therefore, the food industry because of the cultural tradition and its own characteristics determine the catering enterprises must pay attention to the brand culture and corporate culture to shape, and through effective marketing promote the competitiveness of the enterprise culture.In the modern market economy activity, marketing has become a deep cater to consumer demands, establish differentiation advantage of the enterprise, improve the powerful tools for the enterprise core competitiveness.In food industry, with deep cultural origin, reasonable choose marketing strategy, give full play to the cultural factors for the promotion of business activities, arouse the consumer demand to our company product, wins the recognition of the consumer to the enterprise, make the enterprise in the fierce market competition invincible position.Inner Mongolia little sheep catering chain company after 10 years of development, has been firmly Chinese catering enterprises.And foreign food and beverage giant Chinese market, however, such as the United States compared to yum, regardless of the little sheep, enterprises management level, financing capability and market layout and dust.To be impressive Chinese food chains, a long way to go.In this paper, on the basis of the research literature and interview, through to the Inner Mongolia little sheep catering chain co., LTD., in-depth investigation, the catering enterprises market brand marketing strategy and the facing problems were studied and analyzed.Focus on enterprise development strategy, capital operation mode of little sheep, branch management, supply chain management.Restaurant industry as a traditional service industry in the tertiary industry in our country, has always maintained a strong momentum of growth, the development which progresses by leaps and bounds, show a boom in new situation.At the same time, the quality of the development of Chinas catering industry and the connotation and great changes have taken place.In 2012, Chinas catering industry revenue reached 2.3448 trillion yuan, an increase of 13.6% over the previous year, accounting for 11.15% of the total retail sales of social consumer goods.2012 catering income more than 1 times hi