从麦当劳的核心竞争力看中式快餐的发展.doc

摘要：本文以中国快餐行业为研究对象，通过对麦当劳的核心竞争力的研究，将中西快餐行业进行对比来分析和说明，较为形象地说明了中式快餐行业在发展过程中存在的一些不足：环境差，服务理念不强，产品质量不高，品牌意识淡薄等等。并提出了自己的一些见解和建议。因此中式快餐业必须认识到这些不足，并着手加以认真解决，挖掘企业竞争力，即核心竞争力，力争在激烈的竞争中取得有力的态势，从中探索出适合自己发展的道路。

关键词：中国快餐行业    麦当劳   核心竞争力

Abstract: this paper takes the Chinese fast food industry as the research object, and through the research of McDonald's core competitiveness, Chinese and western fast food industry compared to analyze and explain, relatively image shows that Chinese fast food industry in the process of the development of some shortages existing environmental difference, service concept, is not strong, product quality is not high, the brand consciousness, etc. And puts forward some ideas and Suggestions. Therefore Chinese food must recognize that these disadvantages, and begins to earnestly solve, mining enterprise competitiveness, namely core competitiveness, and strive to in the fierce competition, which has strong trend for exploring the way of developing our own. 

Keywords: Chinese fast food industry     McDonald     core competitiveness

本文以中式快餐行业为背景，通过对麦当劳的核心竞争力的分析，并且将中西快餐发展进行对比，可以看出中式快餐业较之麦当劳在全世界的成功，主要存在环境差，服务理念不强，产品质量不高，品牌意识淡薄等不足。对中式快餐企业来说，要想拉近与国际先进同行的差距，就要做好改善环境，提高服务水平，提高产品的适应性和产品的品质，创立品牌形象等方面的工作。因此，中式快餐企业要想缩小与西式快餐的差距，寻求长久发展，必须正视在环境等方面存在的问题，并着手认真加以解决，才能在竞争中获取优势。