The Study On Chinese Fast Food Chain Development Strategy Of GUI LIN REN Group Company

In recent years, the consumption of the food and beverage of our country has been increasing rapidly with the development of the national economy. It has been nearly ten years' exploration since the Chinese-style fast food industry came into being and gradually developed. One or several comparatively famous Chinese style fast food chain brands already emerge in the regional range of our country. Gui Lin Ren Group Development Co. Ltd —is a comparatively famous Chinese—style fast food chain brand in regional range. It encountered unexpected difficulties and problems in the course of exploitation of domestic market, causing its slow development. Thus, this test, based on the survey of other fast food market and fast food brand enterprises of domestic market and foreign market, as well as the investigation and analysis of the current situation of the development, aims to learn their course of development and enlargement, learn from their advanced experience and analyze the courses restraining their development. Then we analyses the features of local major consumers, search for the relationship between development mode and market feedback, conclude its advantages and disadvantages in different markets and work out its duo basic characteristics of target markets.We arrange chapter one of this article is about the background, significance and research trend of the selected title. Chapter two analyses the external environment that the Gui Lin Ren group faces. This chapter mainly analyses the trade trend, the competition factors, the variation tendency of the fast food trade, the development potentiality and the external opportunity and threat of the market etc. Chapter three analyses the interior conditions of the Gui Lin Ren group. It describes the development of the group and seeks the inside advantage and inferior position. Chapter four, basing on the former analysis, makes the development strategy of the Gui Lin Ren group, including the strategic objective, the choosing and orienting of the market, the developing strategic type. Chapter five discussed that develops implementation and guarantee measure, and thinning from company's decision system, financial administration, human resources and marketing angle separately to ensure the measure, implement in the concrete tactics. And we made basic conclusion on result of study finally.