中式快餐消費者行爲研究

中式快餐消費者行爲研究
 
摘要：生活節奏的不斷加快和傳統家務勞動的.社會化，賦予國內快餐歷史性的發展機遇。1方面發展快速競爭激烈，對行業的經營管理提出了更高要求；另1方面，中式快餐從傳統餐飲業中分化出來，時間較短，經營方式大多沿襲傳統餐飲業，同時受到西式快餐的競爭壓力，難以適應企業的快速擴張要求。如何匯入新的管理理念和管理手段，成爲中式快餐企業在實現規模化發展過程中面臨的重要課題。本文簡要介紹了中式快餐的特點與存在的問題，提出了透過研究中式快餐消費者行爲來解決問題的思想，闡述了中式快餐消費者的概念和類型以及中式快餐消費者行爲的基本特徵及影響因素，最後提出發展中式快餐的策略建議。

關鍵詞：中式快餐消費者；行爲研究；服務策略

Study on the behavior of Chinese fast-food consumer
  
Abstract：Life pace increasingly speeding-up and traditional housework continuously socializing bestows domestic fast-food with historic opportunities. On one hand, its rapid development and keen competition in the industry brings about higher requirements on business management. On the other hand, it is difficult for Chinese fast-food to adapt to rapid expansion in the industry because it was derived from traditional Chinese food industry just for a short time, Its business mode is inflexible while facing up with competition pressure from western fast-food business. So, how to introduce new business philosophies and management methodologies is an important question for Chinese fast-food enterprises to answer while they are expanding their business. This paper gives a brief introduction of features and existing problems of Chinese fast-food, raises the ideology to solve the problems through researching the Chinese fast-food consumer behavior, describes Chinese fast-food concept and consumer types as well as Chinese fast-food consumer’s behavior characteristics and impact factors, then draws some business proposals.

Key words: Chinese fast-food consumer; Behavior research; Service proposals