中小型餐馆战略研究__在美国经营东方阳光中餐厅的

上海交通大学硕士学位论文在美国经营中小型餐馆战略研究——在美国经营东方阳光中餐厅的战略研究姓名：柏方中申请学位级别：硕士专业：工商管理指导教师：孟宪忠20050610MBA-4-1554.150:,,MBA-5-THERESEARCHOFMANAGINGCHINESERESTAURANTSTRATEGYINUSAAbstractAccordingtothestatisticaldata,overseasChinesemigrantsinU.S.increasingcontinuously,andabouthalfoftheChinesemigrantsinvolvedinoccupationrelatedtoChineserestaurantindustriesdirectlyorindirectly.Thereareover41,000ChineserestaurantsinU.S.AandtheirtotalannualrevenueexceedsUS$15.5billion.OtherthanItalianpizzarestaurants,themostpopularrestaurantsareChineserestaurants,whichhadalreadyspreadoverallthefiftystatesofU.S.Andtheyarewelcomedbylocalpeople.Chineserestaurantshavebecomepartofthedailylifeandculture.Therefore,theauthormayconsiderinvestingaChineserestaurantnamed“EastSunshineChineseRestaurant”inU.Stogetherwithherrelatives.However,thereisnotheoryandanalysisavailableforinvestmentreference.Therefore,afteraperiodofmarketinginvestigation,somepracticeandresearchworkmadepersonally,alongwithafewyears’studyinShanghaiJiaotongUniversity,theauthorwouldliketotaketheopportunitytoconductsometheorystudyonthestrategiesforsettingupChineserestaurantsinU.Sthroughowneffort.ThiswouldhelpensuringthesuccessofEastSunshineChineseRestaurantinfutureandalsoprovidereferenceformoreChineserestaurants.PossiblyitwouldalsobeasmallcontributiontotheChineserestaurantsindustryinU.S.Inthispaper,theauthorproposesthepositioningandstart-upstrategiesforEastSunshineChineseRestaurantinU.S.basedontheoperatingenvironmentandenterpriseresourcesanalysisbyusingsomelearnedmanagementtheories.Thewholepaperwasdividedintofourchapters.Thefirstchapteristoanalyzedirectcompetitors,suchasChineseRestaurant,AmericanRestaurant,EuropeanRestaurant,fastfoodchain,anditalsoconductsconsumeranalysis.Chapter2istoanalyzetheenterpriseresources.Itconductsasystematicanalysisbymanagingtherestaurantasanenterprise.Itgivesdetailedanalysisintheareasoftheenterpriseaims,operationpositioning,humanresources,productdevelopment,cashmanagementandetc.Chapter3istotalkaboutthestrategyplanning.Firstly,itdiscussesRestaurantconceptandlocationselection.Thenittalksabouttheconsumer,image,foodandservicespositioning.Chapter4istoapplicationofstrategy.AnoverallmarketingschemehasbeenproposedtoinitiateandimplementthestrategiesofEastSunshineChineseRestaurant.Thispaperispreparedbyconsideringbothofthetheoriesandpractice.ItistostudythefeasibilityandrealitysignificanceofsettingupamediumorsmallsizeChineserestaurantinU.Sfromtheanglesofimplementationandmanagement.ThefocusoftheauthorincludesinvestigatingandanalyzethecharacteristicsandconceptofrestaurantsinU.S.andtheanalysisforthebusinessmodesofAmericanrestaurantsandtheirspecialty.ThewholepaperwasrotatingaroundthetopicofhowtosucceedinmanagingaChineserestaurantinU.S,butalsointroducestheconsiderationofcultureandtraditionunderstanding.ItwillenabletheauthorandotherplayerstohaveagoodMBA-6-developmentinChineserestaurantbusinessinU.S.asitispractical.ItwouldalsohelpChinesemigrantstopreservetheoldtraditionbutatthesametime,beingabletokeepupwiththetrend.Weshouldnotsurviveinhardship,buttotryandgainthenecessarystatus.Keywords:ChineseRestaurantinU.S.EnvironmentResourcesRestaurantConceptSystemMarketingStrategyApplicationMBA-2-200556MBA-3-2005562005510MBA-9-20041551800820034040202003200457MBAMBAMBA-10-MBA-1-1.1.4.11551.21.2.112OK2431.2.2chef-specialMBA-2-Mall50020001.2.31.2.4MADONALD’SHAMBURGERPLAYGROUNDMKENTUCKYFRIEDCHICKENBURGERKINGWENDY’SMANDARINHOUSEMANDARINHOUSEMANDARINHOUSE200MANDARINHOUSETable-service,MBA-3-99123456MBA-4-1.3DemographicStatistics1(BureauoftheCensus)(PopulationCharacteristics)(UserGuide)(TheAnnualSurveyofBuyingPower)(Sales&MarketingManagement)316(MSA)2MBA-5-NRA(ComsumerReportsonEatingShareTrends)CREST1)2)BureauoftheCensus3)ChamberofComerceDirectory4)RestaurantUSARestaurantBusinessRestaurantHospitalityRestaurant&InstituteNationalRestaurantNews5)NRA6)MBA-6-1)2)3)4)5)6)7)MBA-7-2.1.2-12.1.12.1.2300-40010MBA2.1.3MBA-8-2.1.42.1.5102.1.62.1.72.2SWOT2-2SWOTSOMBA-9-3.1800-1000FoodCourt3.1.1LOCATIONLOCATIONLOCATIONMCDONALD’SMADONALD’SMBA-10-highway,freeway,expressEntrance(Exit)MALLOFFICE242000123453567891011121)302)15181015MBA-11-Highway,Freeway1sunnyside(shadyside)2KentuckyFriedChicken(onthegoing-homesideoftheroad)Parking1234PrivateParkingMeter5678(CheckAverage)$3.50,$6.0059150152012171012MBA-12-HoodooLocation10Shoppingmall1)2)3)4)5)goodvisibility(accessibility)DriveThrough40carrots.TheThinnery,TheWeight-cutMBA-13-6)7)PleasantonGrassValley8)ZoningParadise35MBA-14-9)Dinnerhouse2424LaneMotel2000Frontage45000AccesibilityVisibility10)125FrontageEasyaccess3000050000LuckyMCDONALDRayKroc20(NationalRestaurantNews)MarkKatz(siteselectionmodelingprocess)(concept)(lifestylesegmentationsystem)()(concept)(5)MBA-15-(site)(area)10012020%7228%(back-endevaluation)48903.23.2.110101)MBA-16-2)3)4)5)6)7)8)9)10)MBA-17-3.3103.43.4.1,:,,,(),,MBA-18-,1,,;2,,,,,,,,,;,,,,,,,,,,,,,,,,,,,,,,,,:,,,,,,,,,:,,,,,,3.4.2MBA-19-1)2)203.4.31)3-1MBA-20-2)3)3.5CI3.5.11.2.3.4.5.MBA-21-6.3.5.21.2.3.4.5.6.7.8.9.10.()11.12.13.14.15.16.17.18.19.20.21.22.23.24.25