中式快餐发展SWOT分析及对策研究——以老乡鸡为例

SWOT Analysis on Chinese Fast Food and Countermeasures——A Case Study of Fellow Chicken

中式快餐相比西式快餐,不管是从知名度、美誉度方面,还是从核心竞争力和顾客满意度等方面都有着一定的差距。文章以中式快餐中的"老乡鸡"为例,运用SWOT分析方法对中式快餐进行优劣势、机会威胁分析,在此基础上提出中式快餐应该走中国特色,打造核心竞争力、创新营销模式,提高品牌形象,注重客户体验等相关对策建议。

Compared with Western industry, Chinese fast food in popularity and reputation, core competitive- ness, customer satisfaction and other aspects has a certain gap. According to the ＂hometown of Chinese fast food chicken＂ as an example, SWOT analysis method is used to find ont the advantages and disadvantages, opportuni- ties and threats of Chinese fast food, on the basis that Chinese fast food should go with Chinese features, to build the core competitiveness, improve the innovative marketing mode; brand image, and focus on the customer expe- rience and related countermeasures.