老乡鸡快餐连锁企业营销策略研究

论文总字数：22081字

摘 要

随着经济的快速增长和社会物质生活的不断变化，国内的快餐行业也取得了前所未有的快速蓬勃发展，得到了社会各行各业的广泛关注。在全球经济互相融合的大背景下，肯德基、麦当劳、必胜客等“西方快餐”以其强大的资本力量和独有的品牌优势，在国内获得迅速扩张。中式快餐业如何在国内迎难崛起成为了每个快餐企业战略规划急需要解决的重要命题。安徽老乡鸡快餐餐饮有限公司，一个目前排名国内第一中式快餐连锁品牌公司：创立于2003年，老乡鸡连锁餐饮集团经过长达十六多年的发展到2019年已经在全国已经开设了800余家直营店，拥有15000名员工，集团董事长束丛轩获得“2019年度创业家”称号，老乡鸡每月新开20家门店，年销售额超30亿元，店面覆盖了安徽全省16个地市以及南京、武汉、徐州、上海等地，以肥西老母鸡汤为核心菜的“老乡鸡”年销售活鸡600多万只，老乡鸡一步一步坚实的脚步，也让老乡鸡得到了消费者更大的肯定与认可，作为安徽本土的快餐连锁企业，老乡鸡取得的发展是令人无比自豪的，能够在竞争如此激烈的快餐市场中站稳脚跟并取得壮大，经历了艰辛的努力。随着人们生活水平的不断提高，对于生活物质的要求也逐渐严格，随着面临的工作压力的不断加大，使得人们每天在外就餐的频率越来越高，对快餐饮食的健康，卫生，美味，快捷的要求也越来越高，需要一个庞大的快餐市场来满足需求。老乡鸡近十年在国内取得了极大的发展，在快餐业也是独树一帜的存在，本文通过研究老乡鸡快餐业的发展背景，发展战略，以及营销策略，找出企业战略规划中存在的优点以及不足，对于不足的问题提出解决方案。

本文采用实地调研法、探索性研究法，SWOT研究法等研究方法，通过老乡鸡的发展背景，发展战略，发展模式，以及营销策略研究，对老乡鸡发展的内部环境和外部环境进行分析，在此基础上对老乡鸡面对未来严峻的环境下，提出有建设意义的发展策略以及营销策略，使老乡鸡能够稳步发展。

关键词：老乡鸡；发展；战略规划；营销策略

Abstract

With the rapid economic growth and the continuous change of social material life, the domestic fast food industry has also made unprecedented rapid and vigorous development, and has been widely concerned by all walks of life. In the context of global economic integration, KFC, McDonald's, Pizza Hut and other "western fast food" have gained rapid expansion in China with their strong capital strength and unique brand advantages. How the Chinese fast food industry to rise in the face of difficulties in China has become an important topic to be solved urgently in the strategic planning of every fast food enterprise. Anhui Laoxiang chicken fast food Co., Ltd., a fast food chain brand company ranking first in China at present, was founded in 2003. After more than 16 years of development, Laoxiang chicken chain food group has opened more than 800 Direct stores nationwide in 2019, with 15000 employees. The chairman of the group, Hu Congxuan, has won the title of entrepreneur in 2019, opening 20 new stores every month in The sales volume is more than 3 billion yuan, covering 16 cities in Anhui Province, Nanjing, Wuhan, Xuzhou, Shanghai and other places. The annual sales volume of "Laoxiang chicken" with Feixi laomu chicken soup as the core dish is more than 6 million live chickens. Laoxiang chicken's step-by-step solid pace has also made Laoxiang chicken more recognized and recognized by consumers. As a local fast-food chain enterprise in Anhui Province, Laoxiang chicken has achieved Development is very proud to be able to stand firm in such a fierce competition in the fast food market and have experienced arduous efforts to grow. With the continuous improvement of people's living standards, the requirements for living materials are gradually strict. With the continuous increase of work pressure, people are eating out more and more frequently every day. The requirements for the health, hygiene, delicacy and rapidity of fast food are also higher and higher. A huge fast food market is needed to meet the needs. In recent ten years, the local chicken has made great development in China, and it is also a unique existence in the fast food industry. This paper studies the development background, development strategy, and marketing strategy of the local chicken fast food industry, finds out the advantages and disadvantages of the enterprise strategic planning, and puts forward solutions to the problems.

In this paper, field research, exploratory research, SWOT research and other research methods are used. Through the research on the development background, development strategy, development mode, and marketing strategy of rural chicken, the internal and external environment of the development of rural chicken is analyzed. On this basis, the development strategy and marketing strategy of construction significance are proposed for rural chicken in the face of the severe environment in the future So as to ensure the steady development of local chickens.

Keywords: Rural chicken; Development; Strategic planning; Marketing strategy

目 录

第一章 绪 论 1

1.1 选题的研究背景以及意义 1

1.2 目前整个快餐行业的发展概况 1

1.3 竞争激烈的市场中连锁快餐的优势 2

1.4 快餐革命导向 2

1.5 未来连锁快餐的发展趋势 3

第二章 文献综述 4

2.1 前言 4

2.2 研究主体 4

第三章 老乡鸡品牌特色以及运营模式分析 7

3.1 老乡鸡的品牌形象 7

3.2 运营模式分析 8

第四章 SWOT分析 11

4.1 优势 11

4.2 劣势 12

4.3 机会 12

4.4 威胁 13

第五章 营销策略的制定 15

5.1 产品策略 15

5.2 价格策略 15

5.3 促销策略 15

5.4 渠道策略 16

结 语 18

参考文献 19

致 谢 20

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