如何打造连锁餐饮企业的核心竞争力 毕业设计 .doc

武汉工业学院 毕 业 设 计（论 文） 设计(论文)题目：如何打造连锁餐饮企业的核心竞争力Abstract····························································2 1绪论······························································4 1.1引言····························································4 1.2研究的目的和意义················································5 1.3本论文的内容、研究方法和论文结构································5 2企业核心竞争力一般理论及相关概念··································5 2.1企业能力理论的发展回顾··········································5 2.1.1劳动分工理论··················································6 2.1.2能力理论历史沿革··············································6 2.1.3企业能力理论的主要论点········································7 2.2企业核心竞争力的内涵············································7 2.2.1概念··························································8 2.2.2核心竞争力的四种定义观点······································8 2.2.3核心竞争力的定义与特征·······································10 3如何打造连锁企业核心竞争力·······································10 3.1中国餐饮消费呈现三大发展趋势···································10 3.2打造连锁企业核心竞争力·········································11 3.2.1精心打造连锁餐饮企业的品牌分众力·····························11 3.2.2完成品牌定位，提炼品牌核心价值·······························12 3.2.3进行低成本、聚集式的品牌整合传播 ····························13 3.2.4进行市场细分，选择目标消费群·································14 3.2.5用心打造门店的吸引顾客·······································14 3.2.5.1门店的色彩·················································15 3.2.5.2店外的广告·················································153.2.5.3特色的物料·················································15 4结束语···························································16 5致谢·····························································17 参考文献··························································17摘要 本文研究的问题是企业核心竞争力形成的一般规律、模式。研究的方法是历史考察法、系统研究法、对比分析法、文献研究法。 核心竞争力研究意义在于：核心竞争力(也称核心能力或核心专长)是企业独有的、能为消费者带来特殊效用、使企业在某一市场上长期具有竞争优势的内在能力资源。企业核心竞争力所提出的中心思想和基本原则是至今为止企业战略理论最有价值的成果之一。它不仅能够解释成功企业长期存在竞争优势的原因，同时也为我国企业的发展指出了一条走向成功的道路。 本文内容首先简要回顾了企业能力理论的起源和核心竞争力理论的发展。从理论的角