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1、真功夫品牌狂奔之道（TrueKungFubrandgalloping）ThispaperiscontributedbyjsqscDOCdocumentsmayexperiencepoorbrowsingontheWAPside.ItisrecommendedthatyouselectTXTfirstordownloadthesourcefiletothelocalmachine."KungFu"brandrunningway--theglobalChineseKungFufast-foodchainplanningfirstbrand
2、onthelocalChinesefastfood;300directlyoperatedstoresscale;rateofexpansionof3daystoopenastore;300millionyuaninvestmentcapitalpower;2009headwindhurricane,continuetoexpandthe150newoutlets;......IfChinesecateringindustryisavastgrassland,soreallyKungFuisinthevastworldofrunnin
3、gabrand"horse".Inthepastmorethan10years,fromanordinaryrestauranttotoday'sChinesefastfoodbrand,KungFuhasbecomealocalfastfoodChina,typicalcaseChinabrandleapthefoodandbeverageindustry,alongwiththecontinuousdevelopmentofKungFubrand,"KungFu"phenomenonhasattractedwidespreadco
4、ncernintheindustry.YeMaozhongmarketingplanningagenciesasZhengongfulong-termcooperationmechanism,towitnessandwitnessedhowKungfufromatraditionalrestaurantnowtobecomethefirstbrandofChinesefastfoodtransformationandleapintheprocess;so,kungfuishowtorealizethetransformationand
5、leapofthebrand?Confusion,doubleseedsluggishexpansionmaybealotofpeopledonotknow,todayChinesegallopcateringmarket"Kungfu"Morethan10yearsago,infact,iscalleda"doubleseed"restaurantchain.In1997thefirst"doubleseed"wasborninDongguanin1999;doubleseedhasbeendevelopedquickly,soth
6、edoubleseeddecidedtogetoutofDongguan,hasopenedGuangzhouShenzhenmarket.However,problemshaveemerged:twoseedsinGuangzhou,theShenzhenmarketencounteredgreatresistance,thespecificperformanceisnothighinsinglestoreprofitability,marketexpansionspeedisveryslow,itformedagreatcontr
7、astwiththedoubleseeddevelopmentspeedinDongguan,suchaproblem,letdoubleseedmanagementteamfeltalotofconfusion.Thesameproduct,thesamethemanagementofthemoreexpensiverent,thegreatertheflowofpeople,doubleseedhowtoGuangzhounotShenzhen?Opennewstores"slow",singlestoreprofitabilit
8、yislow,inthepastmorethanthecrowdintothestorebutthenumberofsmall,singleturnoverhasbeenstuckFirst,mostofthemunde
