外资餐饮服务业在华区位选择初探--以肯德基为例.pdf

苏州科技学院天平学院本科生毕业设计（论文） 外资餐饮服务业在华区位选择初探 --以肯德基为例 摘 要 自1986 年肯德基进入中国市场以来，在短短的二十多年时间里已发展为中国 快餐业的领军者。截至 2014 年 3 月底，肯德基已在国内开出了第 4707 家门店，它 在中国市场取得如此大的成功，科学的区位选择策略功不可没。区位选择作为餐饮 服务业首先考虑的因素，其重要性不言而喻，纵观国内的一些餐饮服务业，其由于 缺乏成熟统一的区位选择理论作为指导，在区位决策的过程中缺乏完善的分析框 架，导致最终的选址存在一定程度的盲目性。本论文从商圈理论和客户定位入手， 通过分析肯德基在华区位选择的案例，总结其成功的经验，为国内餐饮连锁机构的 选址提供相应的理论依据。 关键词 区位选择；商圈；客户定位；启示 I 苏州科技学院天平学院本科生毕业设计（论文） Research of the Location Selection of Foreign Chain Restaurant in China Abstract Since KFC entered the Chinese Market in 1986，it has developed as a leader in Chain restaurant in China in recently 20 years. At the end of the march 2014, KFC has already run over 4700 stores in China. It would not receive such a big success in the Chinese market without scientific location selection. Location choice is so important to the catering industry that they should consider it as the first factor. However, some domestic Chain restaurants lack of mature and unified theory as guidance, and lack of perfect analysis frame in the location selection, leading to several problems in the final location. In this paper, I would analyze the location choice in China of KFC with Commercial Circles and Customer Orientation .Summarizing its successful experience, to provide the theoretical basis for the selection of domestic Chain restaurant. Keywords Location selection; Commercial Circles; Customer Orientation; Enlight enment II 苏州科技学院天平学院本科生毕业设计（论文）