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1、高级管理人员工商管理硕士学位论文湖南大学硕士学位论文桂林人集团中式连锁快餐发展战略研究姓名申请学位级别:硕士专业:高级管理人员工商管理导教师:于坤章20051010高级管理人员工商管理硕士学位论文Abstractinrecentyears,theconsumptionofthefoodandbeverageofourcountryhasbeenincreasingrapidlywiththedevelopmentofthenationaleconomy.Ithasbeennearlytenyears'explorationsincetheChin
2、ese-stylefastfoodindustrycameintobeingandgraduallydeveloped.OneorseveralcomparativelyfamousChinesestylefastfoodchainbrandsalreadyemergeintheregionalrangeofourcountry.GuiLinRenGroupDevelopmentCo,Ltd“isacomparativelyfamousChinese—stylefastfoodchainbrandinregionalrange.Itencount
3、eredunexpecteddifficultiesandproblemsinthecourseofexploitationofdomesticmarket,causingitsslowdevelopment.Thus,thistest,basedonthesurveyofotherfastfoodmarketandfastfoodbrandenterprisesofdomesticmarketandforeignmarket,aswellastheinvestigationandanalysisofthecurrentsituationofth
4、edevelopment,aimstolearntheircourseofdevelopmentandenlargement,learnfromtheiradvancedexperienceandanalyzethecoursesrestrainingtheirdevelopment.Thenweanalysesthefeaturesoflocalmajorconsumers,searchfortherelationshipbetweendevelopmentmodeandmarketfeedback,concludeitsadvantagesa
5、nddisadvantagesindifferentmarketsandworkoutitsduobasiccharacteristicsoftargetmarkets.Wearrangechapteroneofthisarticleisaboutthebackground,significanceandresearchtrendoftheselectedtitle.ChaptertwoanalysestheexternalenvironmentthattheGuiLinRengroupfaces.Thischaptermainlyanalyse
6、sthetradetrend,thecompetitionfactors,thevariationtendencyofthefastfoodtrade,thedevelopmentpotentialityandtheexternalopportunityandthreatofthemarketetc.ChapterthreeanalysestheinteriorconditionsoftheGuiLinRengroup.Itdescribesthedevelopmentofthegroupandseekstheinsideadvantageand
7、inferiorposition.Chapterfour,basingontheformeranalysis,makesthedevelopmentstrategyoftheGuiLinRengroup,includingthestrategicobjective,thechoosingandorientingofthemarket,thedevelopingstrategictype.Chapterfivediscussedthatdevelopsimplementationandguaranteemeasure,andthinningfrom
8、company'sdecisionsystem,financialadministration,humanresourcesandmar