快餐业竞争优势的分析——麦当劳与肯德基比较

An Analysis on the Competitive Advantage of Fast Food Industry——A Comparison Between KFC & McDonald

迈克尔·波特的竞争优势原理认为企业的竞争优势有两个基本来源:成本领先和标歧立异。通过对麦当劳和肯德基的特点进行分析,为快餐业如何在这两个方面建立竞争优势提供借鉴。

Michael E ? Porter’s competitive theory holds that the enterprises’competitive advantage has two basic sources - cost advantage and being unorthodox. By analyzing the characteristics of KFC and McDonald, this article offers some successful experiences on how to establish enterprises’competitive advantage in these two aspects.