Research On Strategy Management In Xiangeqing Co.,Ltd

Beijing Xiangeqing Co., ltd. was one of three catering companies listed on China’s A-share.It has been called "The first stock of private catering business",which is representative of the high-end catering enterprises.During the two years years after 2009, Xiangeqing ushered in the rapid development.At the peak time,there are more than 30 stores which are direct belonged to Xiangeqing.The whole catering industry is facing the problem of huge decline in profits since 2012.Because most of the business of Xiangeqing are concentrated in high-end restaurants,the decline in profits is even larger.In the case of large environmental changes, Xiangeqing start to take the lead in taking the pace of transformation since 2012.First, the paper introduces the research background and significance, research contents, research methods. Secondly, the paper introduces the domestic and foreign research present situation. Thirdly the paper briefly describes company profile, and Detailed analysis of the strategic environment, including external and internal environment constructing. Based on the strategic environment analysis, the paper expands on the opportunity and the threat which is in the external environment existing, and the internal environment of the existing advantages and disadvantages.Based on the theoretical research and the internal and external environment analysis above, the paper explores Xiangeqing’s strategic measure in theory by means of IE matrix and SWOT matrix.The strategic measure this paper explores is consistent with the strategic measure Xiangeqing actually implemented, which illustrates the scientific importance of the strategic analysis options for the company. The results of this paper can be a good reference for other catering companies which are in the transformation of stray.