中式快餐消费者行为研究

中式快餐消费者行为研究
 
摘要：生活节奏的不断加快和传统家务劳动的社会化，赋予国内快餐历史性的发展机遇。1方面发展快速竞争激烈，对行业的经营管理提出了更高要求；另1方面，中式快餐从传统餐饮业中分化出来，时间较短，经营方式大多沿袭传统餐饮业，同时受到西式快餐的竞争压力，难以适应企业的快速扩张要求。如何导入新的管理理念和管理手段，成为中式快餐企业在实现规模化发展过程中面临的重要课题。本文简要介绍了中式快餐的特点与存在的问题，提出了通过研究中式快餐消费者行为来解决问题的思想，阐述了中式快餐消费者的概念和类型以及中式快餐消费者行为的基本特征及影响因素，最后提出发展中式快餐的策略建议。

关键词：中式快餐消费者；行为研究；服务策略

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 （科教作文网 zw.nseac.com整理）