Research On The Development Strategy Of Chifeng Banquet Building

China is carrying out the process of urbanizationin and industrialization,On the one hand Chinese downturn pressure on the economy is huge.On the other hand,the supply side of structural reforms are gradually released marketing vitality.With a new round of adjustment of consumption structure,The catering industry has entered a new period of transformation and development.At present,more and more public catering customers has concept of health food and psychological changes and consumer tastes are also more and more changed quickly,Catering industry return to the public market trend is obvious,The instability of the market has gradually increased because of the wide application of Internet technology in food and beverage industry.Under the new competitive environment,China’s food and beverage enterprisesencounter the development bottleneck.Based on this materials,it’s critical and necessary to process the specific research on the catering enterprises managing and developing strategy under this new situation.Yanbin Restaurant,as a local culture name card is one of the high-end catering companies in Chifeng,Inner Mongolia Autonomous Region.So this thesis’ s internal environment analysis proved that Yanbin Restaurant has already been recognized as a famous brand,engaged the stable managing team,possessed the rather mature structure,accumulated some administration experience in the catering industry.While,with the shrink of the high-end catering industry’s scale,the cost rising of the catering industry management and the more furious competition among the homogenization,Yanbin Restaurant are facing the deprivation of the interests,the shortage of human resources and the strike of the marketing management capacity,the outflow of the essential labors and other issues,Based on the the inner and exterior environment analysis of Yanbin Restaurant,this thesis is determined to form the development strategy of it: execute the horizontal integration strategy,infiltrate into the middling public market actively;enlarge the market resorting the existing management,the accumulation of capital and production;finally,form a nationally-known catering company taking the public catering as the pillar work and assisting with the high-end catering.It’s practical for Yanbin Restaurant to take the differentiation competitionstrategy that is to intensify the innovation of production and service constantly,build up the company’s unique competitiveness.In order to assure the development strategy work,this thesis makes the relevant functions strategy and the guarantee measures.On the last part of the paper,this thesis focus on four factors:organizations,systems,information technology and marketing.This thesis implements the strategic management theory to deliver a rather penetrating analysis in catering industry.On the basis of the specific research related to the fundamental state of Yanbin Restaurant,this thesis conclude the strengths and weakness of this company and analyze the opportunities and challenges which they are facing through the analysis from both inner and exterior environment.Additionally,this thesis proposes the relevantly specific development strategy adopting the SWOT analysis,PEST analysis and integrate the optimization procedure in the value chain with the the company’s strengths and weakness;opportunities and challenges.Through making the comprehensive and far-reaching development strategy for Yanbin Restaurant,not only brings the practical and guiding effects for the company’s management and development,but also provide the relevant companies’ some reference and suggestions in Chifeng.Meanwhile,this thesis possesses the reference value for Inner Mongolian local catering industry companies’ development and practice.