The Choice Of Competitive Strategy For Small And Medium-sized Catering Enterprises From The Perspective Of Niche

The level of development of the catering industry,is an important indicator of measuring economic activity,market prosperity and people's lives richness.Catering industry as an important part of the tertiary industry,is the main industry of stimulating domestic demand.After the reform and opening up,as China's economic recovery and people's living standards improve,people's concept of eating and diet have undergone change,the development of the catering industry has maintained an upward trend.After the financial crisis,the catering industry affected by China's economic environmental fluctuations and policy guidance,since 2009 the growth rate of turnover of catering a rapid decline in the growth rate is slowing down.In the "Twelfth Five" period,Resident income continues to grow steadily,the tourism market is unprecedented prosperity,Dining out re-occupies the majority share of the consumer' consumption,the popularity catering market grows into the backbone of the catering industry,changes the pattern of the catering industry.Although the entire catering market in our country meandering forward in fluctuations and shocks,the small and medium catering enterprises in such market environment is still booming,so the restaurant industry has became the maximum power to help the entire industry gradually stabilized.Oriented to the catering market,companies should focus on market demand and then find a stable operating mode.therefore,the main idea of this article is to help small and medium food enterprises grasp the company's market position,and thus be able to choose the right competitive strategy conducive to business.In this paper we introduced the concept of niche to the study of small and medium catering enterprises competitive strategy for the first time.First,we combed the documents of business niche areas,made some definition of the concept of enterprise niche clearly,and then analyzed the associated between the enterprises' competition and niche business exhaustively,as well as explained the company's survival,competition and development from the "state" and "potential" perspective.Then combined the characteristics of small and medium food enterprises,constructed the small and medium catering business niche evaluation system creatively.on the one hand qualitative analysis the company by describing the business niche width and overlap,on the other hand make quantitative analysis for companies by the "state" and "potential" evaluation method.Then according to the idea of quantitative research we create a small and medium catering enterprises competitive strategy selection matrix.Then use the company's score in the matrix to choice the competitive Strategy under the specific circumstances.In the quantitative analysis of constructing the evaluation system,we use the primary literature,interview and open questionnaire to obtain evaluation indicators and use statistical analysis ensure the scientific and reasonable of indicators.When scoring the enterprise,we use AHP and fuzzy comprehensive evaluation method to obtain the total score of business niche "state" and "potential" and obtain the complete evaluation system.In order to verify the feasibility of this study,we choose a company as a case to make empirical research in the end of this paper,through which we prove the research results can provide a systematic theoretical framework and a evaluation method that is easy to operate for the small and medium catering enterprises choosing competitive strategy.