摘要....................................................................................................................................................................1关键词：中式快餐现状分析策略建议.................................................................................1第一章：绪论中式快餐行业的发展概况........................................................................................................2第二章：中式快餐业发展现状SWOT分析..................................................................................................31中式快餐的优势(strength)........................................................................................................................8（1）产品口味优势............................................................................................................................8（2）食品营养性优势........................................................................................................................8（3）产品价格低的优势....................................................................................................................8（4）消费者情感倾向优势................................................................................................................8（5）熟悉消费者喜好优势.................................................................................................8（6）西式快餐弊端出现....................................................................................................................92中式快餐的劣势(weakness)......................................................................................................................9（1）企业品牌形象创造和管理水平低.............................................................................................9（2）产品繁杂，生产缺乏高效率：.................................................................................................9（3）服务水平差和服务标准不规范.................................................................................................9（4）缺乏宏观布局的连锁经营及连锁经营管理水平低...............................................................10（5）缺乏优秀人才，基层人员流失率大.....................................................................................10（6）产品制作的标准化普及程度低.............................................................................................10（7）资本少，融资难......................................................................................................................103中式快餐的机会(opportunity)................................................................................................................114中式快餐的威胁(threat)..........................................................................................................................11第三章中式快餐的发展策略分析................................................................................................................121根据中式快餐的优势采取的策略和建议..............................................................................................12（1）广告策划借优势和针对消费者诉求.......................................................................................12（2）成本领先战略扩充市场份额..........................................................................
