连锁经营企业扩张战略研究——以餐饮业为例

Research on the Expansion Strategy of Chain Business Enterprise:a Case Study of the Catering Industry

连锁经营是零售企业实现规模化扩张发展道路的最有效战略,扩张战略的实施需要一定的内部支持体系,选择合适的扩张模式,注重扩张风险的识别与控制。通过对珠三角连锁餐饮企业的问卷调查数据进行实证分析得出结论:连锁扩张战略与扩张驱动力之间存在显著的关联性。产品、技术与文化对公司的长期绩效会产生显著性的影响,物流配货体系主要对公司的短期绩效产生显著性影响,人力资源与管理支持对公司的长短期绩效均会产生显著的正向影响,扩张风险与扩张战略呈负相关关系。建议连锁经营企业采取稳健的饱和式扩张战略,建设精细化管理体系,完善连锁经营企业的品牌形象。

Chain business is the most effective strategy for retail enterprises to realize the scale expansion. The implementation of the expansion strategy needs the certain internal support system,and needs to select the appropriate expansion mode,and pay attention to the expansion risk identification and control. Taking the Pearl River delta region of the chain catering enterprises as the research object,this paper analyses the data through questionnaire,and then makes a conclusion. There is a significant correlation between the chain expansion strategy and the expansion driving force. Products,technology and culture have a significant impact on the company＇s long-term performance. Logistics distribution system has a significant impact on the company ＇s short-term performance. Human resources and management support have a significant positive effect on the company＇s short and long-term performance.Expansion risk and expansion strategy are negatively related. We suggest that chain business enterprises adopt a steady saturated type expansion strategy,build fine management system and perfect the brand image of chain business enterprises.