Research On Development Strategy Of Yunnan XX Fast Food Chain Corporation

At present, along with the trend of global economic integration and China’s opening up to the outside world, China’s urban residents’consumption concept is changing quietly. People from the traditional single consumption concept, to the modern variety, convenient, and simultaneously the consumption power is also increasing. With the fast pace of life, fast food is more and more popular in the fast food industry. Nearly ten years of Chinese fast food chain management as a new way of doing business, international is being widely used, such as large fast food chain enterprises in China Kung Fu, Yonghe soya milk are in China made good performance, and the momentum of rapid expansion, the brand awareness daily liters. It should be said that through the study of international chain restaurants, in recent years China’s catering market chain operation of Chinese fast food has been rapid development, pay attention to emotional management and humanization, personalized services, continuous innovation in the business, the pursuit of modern philosophy and cultural atmosphere, and pay more attention to the cultivation of brand marketing and corporate culture, business market to the full range and deeper level gradually transformed, promote the development of China’s catering leap into a new platform. However, along with the fast development of the cake, the market competition status of fast food is also showing unprecedented intense.Fast food industry in the fierce competition in the market situation of small and medium sized fast-food chain enterprises business has had a huge impact, resulting in part of medium fast food chain enterprises face the problem of survival, difficult in the market competition keep advantage. Therefore, based on the analysis of the present situation of Yunnan QH fast food chain corporation, this paper finds out the existing problems of Yunnan QH fast food chain corporation, based on the analysis of the management status of Yunnan XX fast food chain corporation. Therefore, how to formulate the appropriate development strategy measures to maintain the advantage in the market competition, is the problem that Yunnan QH fast food chain corporation is badly in need of solution at present. PEST and Potter five forces model strategy for the external environment analysis tools in paper, with SWOT as internal analysis tools. Through the analysis of the results for the Yunnan QH fast food chain corporation to develop the corresponding development strategy, to solve the problems, so as to maintain the core competitive advantage in the market competition. Also hope that the research results can provide some reference for the development of other small and medium fast food chain enterprises.