Research On Development Strategy Of Guiyang TZW Restaurant Company

With the development of economy,the food and beverage industry in China is in the stage of rapid development.However,because of the ongoing economic development,the social environment is constantly changing,more and more consumers health concept,consumer psychology and the changing tastes of both fast and complex macroeconomic policies also have a significant impact on the food and beverage industry,increase the industry market instability.If catering enterprises want to develop rapidly and steadily in the unstable catering market,we must have a deep understanding of the development trend of catering industry,and work out a strategy suitable for their own business development combined with their own conditions and environment.This article takes Guiyang TZW restaurant company as the main research object.Mainly uses the methods of literature review,interviews,expert consultation and the method of integrating theory with practice,on the basis of reviewing the relevant research literature,using the PEST analysis method,systematically analyzes the macro environment of Guiyang TZW restaurant company;combined with the Potter five forces analysis of external environment of Guiyang TZW restaurant company's internal catering industry competition,potential competitors,substitutes,bargaining power of consumers producers and suppliers bargaining ability were analyzed,combined with the analysis of the internal operating conditions,Guiyang TZW restaurant company 's internal resources and capabilities.Further,it is concluded that external opportunities for enterprises are improving people's living standard,rapid development of tourism,and rapid development of information level.There are threats such as industry competition,incentive cost,rising costs,external chain businesses and industrial operations.The company has strong capital chain,good reputation,strong food development capabilities,excellent location and other advantages.There are disadvantages such as imperfect human resource management system,small company size,low brand influence and lack of corporate culture.Thus,the SWOT analysis matrix of Guiyang TZW restaurant company is established.Further the selection of the strategic types to be taken by Guiyang TZW restaurant company.Then,we clarify the strategic objectives of Guiyang TZW restaurant company's recent and long-term development,and formulate the implementation plan of development strategy from the two levels of company and function on the basis of the established development strategy goals.Finally,from the six aspects of core competitiveness,market positioning and marketing innovation,human resource management,brand image,customer loyalty and corporate culture,this paper puts forward specific measures to ensure the smooth implementation of development strategy.This paper focuses on the strategic development of the company,studies and analyzes its operation and development,puts forward future development goals and strategic measures,and provides suggestions for future development of the company.