Study On The Influence Factors And Strategy Of The Scale Development Of Franchise Catering Industry

In the open market with the characters of prosper, exuberant demand, frigid competition and high speed growth, franchising catering enterprises need to depend on the advanced management pattern, the rich managerial experience, the commercial brand and the abundant fund to develop better. As a business-led approach in the 21st century, the franchising pattern, which can expand the enterprise scale rapidly and realize the conformity resources to win the superiority, is an advantageous way for the scale development of catering industry. However, compared to the advanced fast-food enterprise (KFC, MacDonald), both of the speed and degree of domestic catering industry's scale development are weaker. This paper is for the purpose of studying the influence factors in the scale developing process of franchising catering industry, conducting the research of the domestic and foreign success franchise dining enterprise, and providing reference for the franchising catering enterprise to develop continually and stably.This paper's main content is divided in five parts:Part one is the analysis of background of catering industry and research of franchising theory. The research methods, meaning, content, and routes of this article are clarified also. Part two is the analysis of the connotation of the franchise business model and its development, also includes the further description of the status of franchise catering industry, as well as opportunities and threats, advantages and disadvantages franchise catering facing in the progress of scale development in the scale of development. In part three, empirical analysis on the influence factors in the scale development of China's franchise catering industry is done. E-G dichotomy and comparative analysis are used to analyze the factors of the scale development of franchise catering industry. Then Analytic Hierarchy Process (AHP) is used to establish the index system factors on the scale of the development process. And Fuzzy Comprehensive Evaluation is taken to determine the importance of the factors. Part four is the introduction of domestic and international successful franchise catering industry, and the study of the success experiences seriously, come to the whole industry chain deployment and constructions of its sustained and rapid development, by doing these, the author hopes to give some reference to domestic franchising catering industry. Part five is to optimize the development suggestions of franchise catering, mainly includes new ideas of industry chain's deployment, new method of standardization, new starting point for brand building, new concepts of human resource development, and new ideas of environmental optimization etc.By collecting amount of documentation and interviewing franchising restaurants, the author compares and analyzes large amounts of data to determine the infectors system, then provides appropriate suggestions, hoping to permit the development of catering enterprises.