Yan Chuangong Our Regular Chain Business Model Discussion

With the fast development of economy, there are more and more people getting higher income that foodservice industry becomes more popular. There are more and more restaurant chains developed, they are not satisfied with the achievement obtained. They hope to use efficient ways to enlarge the scale, enhance the strength and get more profits. That is why chain operation has become more and more popular by managers and developed very quickly. The Yanchuan Corporation is one of famous Sichuan Cuisine Companies. The founder of the corporation took 7000 RMB to open a first restaurant in Harbin, Northeast of China. After a decade of hard work, now it has become a big corporation which owns 8 chain restaurants and 5 franchised chain restaurants. However, with the fierce competition in the foodservice industry and many managerial reasons inside of the corporation, there is a sharp decline in business. The basic clue of this thesis is to set up a suitable marketing model of chain operation through Yanchuan corporation's situation. And I hope that the corporation can combine its own characteristic, use this kind of model and obtain a enormous commercial profits, enhance the strengths and enlarge the scales. The main contents and the viewpoint are divided four parts below: The first part: chain operation basic theory,three concept and main characteristic, also comparing the three model benefit and shortcoming. The second part: introduce the basic situation of Yanchuan corporation and according to its own characteristic, design more rational organization, that is general headquarters,chain restaurant and supply logistics, and make the corporation a unified organic part. The third part: the corporation needs to set up 5 major management systems: development system, supply system, HR system, financial system and computer management system. Emphasize the enormous function of supply logistics and financial system, the information technology now become an important management tool. The fourth part: nowadays, the chain restaurants in China develops quickly, the management skills get more progress, but there is a big gap comparing to multinational chain restaurant such as KFC,McDonald. Therefore, chain restaurants really need to know their deficiency and shortcoming, explore an efficient way to success.