Research On The Improvement Of Shenzhen McDonald's Business Model

Business model is a simplified model that describes how an enterprise creates value,delivers value,and gets value.A good business model can form a virtuous circle to win customers,attract investors and create profits,so that the business can achieve more than twice the result.But every successful business model is the product of a particular business environment,if the business environment changes,the business model also should keep pace with The Times,adjust,and in the present competition situation better delivering value to customers.The research object of this article is the western fast food industry of Shenzhen McDonald's company.Before 2014,relying on "McDonald's" brand effect,despite relatively cautious,predominantly stores management pattern,but because of positioning,the respect such as business systems performance,Shenzhen McDonald's business model is still seem to be more successful,also has achieved great success in the performance.However,in recent years,the external environment of the western fast food industry has seen significant changes,such as consumption upgrade,experience-type consumption and the rise of restaurant and selling meal,etc.And there have been great changes on the company's internal environment,the equity ownership of McDonald's(China)co.,LTD.Also has changed dramatically,citic group in,"McDonald's" renamed "golden arch",the new corporation major changes in business strategy.The drastic change of the operating environment in the above internal and external environment requires that Shenzhen McDonald's company make reasonable adjustments to the business model and realize the changing times and cope with the changing industry.in this paper,we study from Shenzhen McDonald's business model requirement for improvement is to reference the domestic and foreign scholars about the concept and elements of business model form the aspects of theory,with "wei zhu business model of six elements model" as the theoretical basis,follow the "finding the problem-analysising the problem-solving the problem" in the research process,about the present situation of Shenzhen McDonald's business model combing,environmental analysis,problem analysis,and summarize the successful experience of benchmarking enterprise,finally this article from the orientation,business system,key resources,profit model,the structure of the free cash flow and enterprise value from six aspects,designed to improve the business model.The improvement plan is summarized as the "light asset plan",and its core idea is to locate the teenagers as the main target consumers after 90 and 00.In terms of the business system,the business model is based on the franchisee,and the business operation emphasizes improving the restaurant experience,optimizing the distribution of the MCLE and the customer experience;The profit model is mainly based on franchise fee,franchise fee and rental income.Free cash flow structure is optimized,free cash flow size increases,growth rate is accelerated,capital is recovered faster,capital consumption is less,capital structure is more healthy.Under the light asset model,the enterprise value of Shenzhen Mc Donald's company will be greatly improved.According to this design improvement project of business model,Shenzhen McDonald's is able to achieve "asset light" operation,the company can focus more on the brand construction,supply chain construction and shop quantity expansion,thus better development.