A Comparative Study On The Operation And Management Of Chinese And Western Fast - Food Chain Enterprises In Chinese Market

As rapidly development of Chinese economy, the pace of life is accelerating, eat time also will be squeezed, eating fast-food is more and more satisfy the demand of people. Along with the strong development of the western fast-food in China, Chinese fast-food enterprises have sprung up around various regions, now in our country there are some well-known fast-food companies which had market share and brand effect, such as zkungfu, Malan noodle, Yonghe king, little bean noodle etc.But compared with the old international brands such as KFC,there are still a certain gap. Chinese fast-food chain enterprises want to come to the fore in the international market in the future,still need learn from the western fast-food companies in some important aspects of operation management. We should complement each other, play our advantages, in terms of western fast food management experience, combined with Chinese national characteristics, on the basis of a long and rich culture of Chinese food, build international brands, so that we can place in the world stage. Operation management of each important aspacts Of Chinese fast-food enterprises compared with western fast-food, to find out the shortcomings of Chinese fast food in the operation management.This article starts with the Chinese fast-food development history, this paper introduces the three periods of initial, growth, development, on the premise of fast-food industry’s future trend and expounds five big trend of the future development of Chinese fast-food, the macro analysis of the advantages and disadvantages, opportunities, threats. Chinese fast-food enterprise’s own advantage is more highlight, it occupy the right place, right time, and China’s food culture for thousands years from ancient to now, but modern fast-food product combined with cooking, industry and modern scientific management. The standardization and scientific operations aren’t still on track. The Chinese fast-food market have broad prospects, the market is far from saturation, due to the low threshold of food industry, the competitive pressure also will increase, want to stand out among so tide, also need good basic skill in operation management.The key part of this article contained two aspects which are headquarters and stores management, then compared with western fast-food in the enterprise management. There are the supply chain management and brand marketing as the object in Headquarters management, the supply chain management divided into supplier management and logistics distribution. firstly the present situation of suppliers management and logistics distribution management will be said, and then analyzed the KFC, McDonald’s successful management of suppliers, and logistics management experience, clear the direction of our fast food enterprises should be improved. In brand marketing efforts are not enough in our country, such as position is not accurate, having not a clear image, advertising is not much etc.These needs to be strengthened.Then compare from the fast food chain store management, specific with standardization, human resources, the location of the store and restaurant environment for the object. Standardization contained product, service, management, brand and other aspects were analyzed, in terms of human resources, we should learn from western successful fast-food enterprises, especially McDonald’s university of Hamburg, KFC’s humanresource planning, which are famous cases. Location is very important to a restaurant, good address even can cover the shortage of the management, this article takes KFC, McDonald, Malan noodle, as examples. Western fast food restaurant have spacious and clean dining environment which makes people feel better. In contrast, Chinese one in dining environment and health is not satisfaction to people. Finally, Above all aspects of operational management, the paper proposed the countermeasures and Suggestions of improvement. This article have advocated in the study of western fast food operational management, at the same time, adhere to carry forward Chinese traditional diet culture characteristics. In hope of the future more Chinese fast-food chain enterprises can sit at the top of the food industry in the world.