Research On The Development Strategy Of Jilin Yijia Coffee Catering Management Limited Company

Coffee has been in China for more than 100 years.In recent years,China's coffee industry has developed rapidly,and competition has become increasingly fierce.Slowly,many domestic and foreign coffee brands have gathered in the domestic market.At the same time,under the background of China's "mass entrepreneurship and innovation",encouraged by industry policies,the idea of investing in the establishment of an independent cafe has gradually taken root in the minds of entrepreneurs.Jilin yijia coffee catering management limited company was established under this background.The company was established in 2015 with a business area of 3,000 square meters.It is a semi-open cafe with new media characteristics.It is divided into coffee catering service area,multi-functional exhibition hall(roadshow hall),business group activity area(party hall),innovation and entrepreneurship incubator area.With the theme of "venture investment theme,open office space,business incubator",and positioning for front-end services for technology startups,it provides entrepreneurs and investors with a relatively fixed,open,free and flexible communication platform.This article is mainly divided into four parts.The first part expounds the research background and significance of the thesis.The second part introduces the development status and existing problems of Jilin yijia coffee catering management limited company.The main problems are the single store operating risks,the target customers are not clear,and the staff mobility is large.The third part uses the PEST analysis method to analyze the company's external environment,and uses the SWOT analysis method to analyze the company's internal environment.The fourth part puts forward the strategic goals of the company's future development based on the company's development status and internal and external environment.The short-term goal is to expand the target market,establish two mid-and low-end chain stores,and enter the Changchun mid-and low-end restaurant market.It can be located near universities or primary and secondary schools.The medium-term goal is to have five chain cafes in Changchun to make Jilin yijia coffee catering management limited company has gradually become a mid-,low-,and high-end diversified restaurant company.The long-term goal is to integrate the entire industrial chain,including the integration of the upstream and downstream industrial chains,which can not only effectively reduce procurement costs,but also It can ensure the maximum degree of food safety of raw materials and the supply of organic raw materials.Finally,corresponding implementation and safeguard measures were formulated for the proposed strategic objectives.It is hoped that the research can achieve a reasonable plan for the company's future development,while ensuring social and environmental benefits,increase the economic benefits of the enterprise,promote the sustainable development of the enterprise,and attract more innovative entrepreneurial talents,funds and technology,so that more the small and medium-sized enterprises have been incubated,and they have grown smoothly,which has played a positive role in promoting regional economic development.