| In the background of China’s rapid economic growth, the development of small and medium-sized cities development is very rapid, the fast-food industry accordingly has been grown very well, but compared to the KFC, Dicos and other western fast-food’s giant share and successful market operation in local markets, many Chinese fast food enterprises in terms of turnover, enterprise size and the brand awareness, management are unable to compete with, competitiveness in the market is still very weak, the modernization degree of management needs to be improved. The key to solve the problems of the modern Chinese fast food industry is to establish a distinctive and scientific competitive strategy to adapt to the local Chinese fast food enterprises.This paper aims to seek solutions for the Ganlan at a strategic height.From the view of the business objectives, using the macro-environment analysis model of PEST, Michael Porter’s Five Forces Model, SWOT matrix analysis,make a comprehensive and in-depth research on the external environment and internal capacities of the enterprise, make clear the market positioning, adopt differentiation strategy,then describe how to implement, assess, control differentiation strategies practically and feasibly in the implementation.Competitive strategy on the implementation level main focuses on four aspects of operation, marketing, services and human resource, control the implementation of the strategy through the output, procedure and investment.Formulate some specific measures for the smooth implementation of the strategy,for example, establishing corporate strategic management committee and reporting system, strengthening the training of competitive strategy implementation and interaction of all hierarchies,improve the supervision mechanism and incentive. Through the study I hope it is helpful not only to the further development of Ganlan,also to provide new ideas for other Chinese fast food enterprises,has certain reference and application value. |
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