| Chinese chain catering trade has developed flourishingly since the West chain catering trade, such as McDonald, Kentucky Fried Chicken, entered the mainland at the beginning of 1990s.Chain business has been playing more and more important role in the catering trade as well as other service trades such as the wholesale, dry cleaning, oiling, developing and printing and so forth.Compared with some developed countries in the world, Chinese chain catering trade started later and developed with imitation, what's more, Chinese chain catering trade faced the difficulties and problems because of a unique Chinese cuisine, a distinctive Chinese culture and market, and a peculiar Chinese macroeconomic policy. In the academic field, there are so many books to introduce the theories on the operation of chain business in the Western nations, what's more, these books and theses deal with some models such as McDonald, Kentucky Fried Chicken, management patterns and shop management. But there are few books to analyze the current chain business in China from one trade. And there are few theses to analyze the adaptability of chain business and chain patterns in Chinese catering trade from microscopic minute branch industry aspect.To a certain extent, the theories on Chinese chain catering trade can't meet the demands of practice. Chinese chain catering trade needs some guidance from the academic achievements. In order to solve the contradiction, this thesis is an attempt. The Frame of This Paper Chapter1 serves as an introduction to relative concepts and basic theories: chain store, catering trade and chain catering trade. Then describes three chain business patterns: direct marketing chain, franchise chain and free chain.Chaptert2 focuses on an introduction to the development of chain catering trade. It describes the development of chain catering trade in the U.S.A and the others, and in the mainland in China respectively. Finally it analyzes the development situation of chain catering trade in Chengdu.Chapter3 is a detailed discussion on the adaptability of the chain development of the different minute branch industry in catering trade. Different catering trade in different level has a different problem. It needs a different adjustment in production and service. There is no discussion before. This thesis is an attempt. Chapter4 deals with the chain patterns of chain catering trade in Chengdu. It explores the choice of the chain patterns, especially the different manners of the franchise. Then it analyzes the balance relationship between the speed of franchise and supporting system construction. Finally it discusses the thinking of multiple brands and its advantages and disadvantages.In order to help people get rid of the long-standing mistaken ideas on fast food, this part also explores some concepts, industry difference between the traditional fast food and modern fast food, and the different market orientation of Chinese-style fast food. And it reveals the reason why Chinese-style fast food in Chengdu is lagging behind. Then it supplies the readers with a distinct comparison between middling and high quality dinner and fast food, and a general character comparison between middling and high quality hotels and dinner. At last, it points out that middling and high quality dinner can develop chain business, but should study experience from middling and high hotels and pay attention to the measures.Chapter5 offers an analysis on the construction conditions of catering trade chain supporting system in Chengdu. It includes the supporting system of product technology, management system, qualified personnel supporting system, business culture supporting system, franchise service supporting system, and business development strategy supporting system.Chapter6 is an analysis on the external conditions of chain catering trade in Chengdu. It includes macroeconomic policy conditions, financing conditions, qualified personnel educa... |
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