中式快餐的现状分析与发展对策研究——以丽华快餐为例
经济的发展将快餐带入了人们的生活，我国的快餐业尤其是中式快餐市场吸引了众多目光。在妇孺皆知的麦当劳、肯德基等洋快餐的夹击下，中式快餐的现状如何以及其应该怎样发展壮大，是文章的中心主题。
本文从整个快餐行业的介绍开始，利用SWOT分析方法，指出了中式快餐具有营养健康，味美价廉以及底蕴深厚的优势；但指出其也在企业形象塑造、标准化管理和连锁经营战略方面存在劣势；同时指出了当前中式快餐所面临的机会和威胁。通过分析中式快餐领军企业之一的丽华快餐，得出其成功之道就在于把握优势，克服劣势并创造了独特的经营形式和管理理念。最后从丽华的案例进一步思考了中式快餐的发展对策，归结为最重要的三点即解决好标准化、连锁经营和现代市场营销理念这三方面的问题。
经过分析，中式快餐有着广阔的市场前景和增长潜力。有稳健发展的国民经济作为后盾，中式快餐很快就会迎来全面发展的黄金时期！
关键词：中式快餐；SWOT分析；丽华快餐；标准化；连锁经营
Abstract
With the development of economy, fast food has been brought into people’s life. The fast food industry, especially the Chinese fast food market has attracted many attentions. The central theme of this article is what the condition of Chinese fast food industry is now, how to develop and expand it in the attack of McDonald, KFC and other Western fast food corporations.
This article is started with the introduction of the fast food industry on the whole. It points out the advantages of Chinese fast food such as health, cheap, delicious and details of the profound by using SWOT analysis method. At the same time, it points out the disadvantages in the aspects of corporate image-building, standardized management and chain management. This article also points out the opportunities and threats which the Chinese fast food industry need to face. LiHua is one of the most successful Chinese fast food corporations whose success is to grasp the advantages road, to overcome disadvantages and create a unique form of business and management philosophy. Finally, for developing Chinese fast food industry, the most important things are to resolve the standardization, chain operation and modern marketing concept in Chinese food.
After analyzing, we can see that Chinese fast food industry has broad market prospects and growing potential. With the developing of national economy, the Chinese fast food industry will soon get the whole golden time in the future!
Key words: Chinese fast food industry; SWOT analysis; Lihua fast food; Standardization; Chain operations
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