老婆麦德豪.doc

江西师范大学瑶湖校区麦德豪经营研究 PAGE PAGE 1 江西师范大学瑶湖校区 麦德豪经营研究 姓名：黄奇峰 班级: 创业管理 学号：0911022082 指导老师：刘善庆 摘要 近年来，随着国民经济的快速发展，现代中国人的消费观已发生巨大变化：部分酒店、饭店生意越来越清淡，而风味独特的西式快餐却发展迅猛，在我国大、中、小城市已经慢慢开始萌芽。而麦德豪西式快餐以其独树一帜，一流的连锁模式强劲登陆中国，在我国各大高校受到广大学生和教师的青睐。 本文以江西师范大学瑶湖校区的麦德豪连锁加盟店为例，通过资料收集法、深度访谈和实地考察等方法，对其产品策略、进货渠道、促销方式、人力资源、服务过程、服务的有形展示（它的选址、店铺设计和装潢、氛围）等状况获得充分的了解。再运用SWOT分析方法和CPM矩阵分析方法对其进行具体分析，把麦德豪与校区内的同行业竞争对手华莱士和新进对手嘉乐堡进行比较分析，得出麦德豪在竞争能力、经营状况中所具有的优势和机会，以及劣势和威胁，从而提出自己对麦德豪改善经营状况的一些意见和看法。 关键词：麦德豪、华莱士、嘉乐堡、SWOT分析 Abstract In recent years, with the rapid development of national economy, modern Chinese consumption has dramatically changed, part of the hotel, hotel business, and more and more delicate unique flavour western fast-food in our country has developed rapidly, in medium and small cities has been slowly began to grow. But Mr Howe with its western fast-food chain mode of unique and top-ranking strong landed in China, in our universities by the students and teachers favour. This paper YaoHu campus in jiangxi normal college of Mr Hao chain stores, for example, through the data collection method, in-depth interviews and on-the-spot investigation method for the comprehensive firsthand material such as SWOT analysis method and the CPM matrix analysis method to the concrete analysis, put Mr Hao and campuses industry rivals Wallace and new rivals gala comparison and analysis at fort Howard wheat get in competition ability, business operations which advantage and opportunities, but also to the existing questions to get the picture. Thus explore a suitable for Mr Hao business development road. Keywords: Mr Hao, Wallace, gala fort, the SWOT analysis 目录 TOC \o 1-2 \h \z \u HYPERLINK \l _Toc295643598 Abstract PAGEREF _Toc295643598 \h 3 HYPERLINK \l _Toc295643600 第一章 导论 PAGEREF _Toc295643600 \h 4 HYPERLINK \l _Toc295643601 1.1问题的提出 PAGEREF _Toc295643601 \h 4 HYPERLINK \l _Toc295643602 1.2研究方法 PAGEREF _Toc295643602 \h 5 HYPERLINK \l _Toc295643603 1.3论文分析思路 PAGEREF _Toc295643603 \h 5 HYPERLINK \l _T