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餐饮管理系统英文文献
英文文献1、China food industry development prospects analysisThe catering industry in China as the tertiary industry is a traditional service industries, experienced reforming and opening starts, quantitative expansion, scale chain development and brand promotion strategy of 4phase, made make a spurt of progress in the development of. At present, the country has4 millions catering outlets. annual Chinese top 100 catering enterprises with total assets of about thirty-two billion yuan, total profit of about six billion yuan, employees about eight hundred thousand people, respectively, over the same period last year increased40.38%,28.84% and33.33% higher than that of the whole society, the catering industry average growth level. China's reform and opening up has gone through ups and downs in the30year, in the30 years of reforming and opening of China's catering industry along with the tide of reform has undergone three leap type development. In the past 30 years, China has experienced from fast food restaurants grabs beach China market to SARS impact, then to food safety ( tonyred event, apple events ), Chinese food and beverage industry in the impact, achieve sales growth. China population cardinal number is large, demand is exuberant, catering market development can not meet the needs of the market under the background of the implementation, and today, the food market is very prosperous, the basic balance of supply and demand, in the global economic crisis under the background of the catering industry to achieve new growth? About2008July to August, China Chain Management Association DDT Hua accounting firm common to Chinese chain catering industry development trend research, interviewed including Quanjude, Xibe, Qiao Jiangnan, Zhuang, Little Swan, small fat sheep, KFC, Yoshinoya, immortal trace forest industries such as the representative of the chairman or general manager. Inductive appear stage domestic chain catering industry development: first, chain catering industry development still maintain high speed. Survey of catering enterprises the development of chain operation mode to the outlets and stores the majority, accounted for 75%; the enterprise under investigation, a total of more than500chain stores, sales of more than 1more than 10 billion yuan only KFC stores, in 2007to reach 2400, sales of twenty-five billion one hundred million yuan, much more than the other catering enterprises. From the investigation analysis of chain stores, in100the following (66%), sales of one billion yuan (80%) for the majority of the business scale.From sales growth ratio analysis,95% enterprises have two digit growth, which grew10%,20% interval accounted for 42%, growth of 20% -30% interval31%, two interval growth ratio is the enterprise under investigation shows that the majority of mainstream, enterprise development in line with benign operation rule, can still maintain a relatively high growth rate. second, raw material rises quickly, gross margin is firm in have litre. 32% of thesurveyed companies of raw materials in 2007growth rate below 10%,52% enterprises of raw materials increase rate is amounted to10%,20%,16% of raw material of enterprise growth rate reached 20% -30%. The cost of raw materials rising under the premise of the enterprise under investigation, only 26% gross margin declined 5% in47% enterprises, gross margin is basically not changed, and 16% and 11% growth respectively the enterprises within 5% and5% above. Thus it can be seen, the majority of enterprises still keep firm in have litre gross margin, that surveyed enterprises chain operating profit pattern comparison of health, ability to resist risks, in the open source efficiency and mining space. Third, human resources, management cost, standardization is difficult to constitute the three major challenges. According to the survey, the current chain catering industry facing the development of the main problems include human resources, operating cost, standardization difficulty is great, malign competition, industry shortage of funds and policy support and other issues. Among them, human resources accounted for the highest proportion of choice, up to 80%, followed by the operating costs,60%, standardization difficulty big,45%, form chain catering industry development faces three challenges. In four, the company strategy adjustment based on Sustainable development. Aiming at the problems in the development of catering enterprises, the survey also relates to chain catering enterprises will have on the future development strategy to make the adjustment? Induction includes six aspects, adjust the straight camp
upgrade the existing brand product innovation, realize the
the establishment of raw material production base, inte establish enhance internal operation efficiency and single-store profit level. Optimistic five, judge current economic developing situation of chain catering industry development influence. Although the CPI index in the short term it is difficult to fall, to enterprises operating pressure will continue to increase, but the vast majority of the enterprise under investigation thinks, from the country macroscopical economic development situation, the food and beverage industry will still maintain a relatively high growth rate, the enterprise operating pressure will be gradually ease, more than 90% of respondents expressed a positive optimistic attitude. Investigation shows, Quanjude, KFC, Dicos and other small fat sheep, most chain enterprises still maintain established open plan. The survey, in China's sustained and rapid economic development, food and beverage market continues to be active in the background, chain catering enterprises are continuously according to the external environment and oneself condition adjustment of development strategy, to realize the optimal development pattern.2、China food industry development trend analysisCatering industry in our country is developing very quickly, the national food industry turnover for 18 consecutive years to achieve two digit growth, in recent years thecatering industry growth rate higher than other industries out of more than ten percentage points, industry development prospects for many enterprises and good investment institutions, can say our country is welcoming a catering industry development the gold period, but the market is complex and changeable, will change with the social environment. The catering enterprises should according to their own conditions and environmental requirements, see the catering industry's development trend, select the appropriate marketing method, can be in the fierce competition in the market success. Therefore, the dining industry development trend of the future, opportunities and challenges to undertake brief analysis. China's economy in recent years of rapid development, GDP increased rapidly, is continuously driven home to consume demand growth factor. Historical data analysis indicates that, the catering industry retail sales growth in GDP and there is a strong positive correlation between, from the 5years development, catering industry growth amplitude is higher than the country's GDP growth rate, far higher than the social consumable total volume of retail sales growth rate, with the catering industry dimensions expands ceaselessly, to national economy presents increasingly significant role in driving. On 2004, the implementation of the catering industry retail sales of seven hundred and forty-eight billion six hundred million yuan, than going up year increase one hundred and thirty-three billion yuan, grow 21.6% compared to the same period, for 14 consecutive years to achieve the fast growth of two digit, than the same period of social consumable total volume of retail sales growth rate is 8.3 percentage points higher, accounting for13.9% of the total retail sales of social consumer goods, the total retail sales of social consumer goods growth contribution rate of 21%, pulling the social consumable total volume of retail sales growth of 2.79percentage points. On 2005, Chinese catering industry retail sales of eight hundred and eighty-eight billion six hundred million yuan, a year-on-year increase of 17.7%, than going up year add one hundred and thirty-three billion six hundred million yuan, higher than the total retail sales of consumer goods increased 4.8 percentage points, accounted for the total retail sales of social consumer goods proportion to achieve 13.2%, the total retail sales of social consumer goods growth contribution rate and pulling rate is respectively 17.4% and2.3%. Achieve annual business tax forty-eight billion eight hundred million yuan, grow 17.8% compared to the same period. On 2006, Chinese food and beverage consumption annual retail sales exceeded trillion yuan to close greatly, achieve one trillion and thirty-four billion five hundred million yuan, a year-on-year increase of 16.4%, than going up year add one hundred and forty-five billion eight hundred million yuan. In 2007 the national catering business retail sales totaled one trillion and two hundred and thirty-five billion two hundred million yuan, a year-on-year increase of 19.4%, accounting for13.9% of the total retail sales of consumer goods, total retail sales of consumer goods led to an increase of 2.6 percentage points, social consumable total volume of retail sales growth contribution rate of 15.7%. 2008 National Food Company retail amounts to one trillion and five hundred and five billion four hundred million yuan, grow 24.7% than 2007, for 18 consecutiveyears to maintain the speed of two digit. With China's per capita gross domestic product ( GDP ) of more than $2000, residents' consumption ability, consumption level, the Chinese high-end consumption proportion will increase continuously. In overseas, Chinese continue to attack cities and capture territories, in the first08 years of Chinese Olympic recipes, further moves towards the internationalization, the catering industry has been become pull move consumption, growth, expanding employment is one of the important factors.3、Consumer analysisWith China's per capita GDP rises quickly, per capita gross domestic product ( GDP ) of more than $2000, residents' consumption ability, consumption level and improve the level of Chinese dinner, high-end consumption proportion will increase continuously. But the food demand is complicated and changeable, the consumer tastes and consumption psychology, will change with the social environment. The catering enterprises should according to their own conditions and environmental requirements, see the catering market trend of development, choose appropriate marketing method, can be in the fierce competition in the market success. Chinese taste has apparent district sex, Chinese cuisine cooking in many schools. One of the most influential and representative for the society recognized: Lu, Guangdong, Fujian, Sichuan, Su, Zhe, Xiang, Hui cuisine, namely& eight big cuisines&. The cuisine of the formation and its long history and unique cooking characteristics inseparable. But also by the region's natural geography, climate conditions, resource specialty, diet habit has different effect, it is precisely because of these differences, the major cuisine products with a strong regional, occupy the major share of the local. Regional differences, and cause consumers strongly different psychology, willing to try a different flavor. Therefore, cross-boundary operation is the next hot, it can make the unique flavor diet between each other, learn from each other. At present, eight big cuisines appear cross-boundary operation, integration trend. Catering enterprises in different expansion, but with the standard of income or other standard, differentiate the whole nation for several economic zones, in each economy area at the center of the city s to stand firm, again with the flagship store for the base, to the surrounding medium and small city expansion strategy.First, market positioning, namely the regional consumer groups will be y followed by the taste, whether they agree wi third is the value of the brand, whether they will be your loyal supporter.They had two common characteristics: first, secondly, regional characteristics, after leaving Beijing is very difficult to find the right people taste identification.Since 2008, China has 46city GDP of average per capita is in above of 3000 dollar, the city 's per capita consumption level is relatively high, become meals industry regional development growth points.Chinese have a herd mentality and skeptical Mentality -conformity, more and more local people have mo doubt, is to believe your own surface judgment, listen to others explanation. In order to fired the first shot, food and beverage brands in different places toopen flagship store, large area, the seats, investment is high, the daily operation of the pressure is also big store. But all the catering enterprises have an import period. In the introduction period, both to business confidence, but also to give customers confidence. Once the introduction period to do good, attendance does not follow to go up, Chinese herd mentality came up: fewer p more to people w he even doubt: This is it right? Straight camp shop? Taste and old whether same? Is it right? What's the problem? Cantonese cuisine since in the early 80 century in the popular date,20 years for all eternity, the main reason is the Pearl River Delta regional economic rapid development, pull the catering industry prosperit at the same time Cantonese broad odd miscellaneous materials. To adapt to the different needs of customers innovation, c, promote the sustainable development of Cantonese cuisine. With the development of economy of our country, the Cantonese cuisine in the beginning of 80's in last century to the end of 90's in the form of climate, gradually embarked on a major cuisine overlord position, become the metropolitan dishes faucet, leading the consumer trend, share growth. Food consumption behavior analysis. In recent years, the income level of Chinese dweller increases, the rhythm of life speeds up, renew the concept of consumption, promoting the rapid development of Chinese catering industry catering consumers has three major development trends. First is business consumption increase. Promoting the economic development of increased business activities, business entertainment activities promote the high-grade food development. Second is the replacement of consumption increase. With the development of economy, increase of resident income, more and more people choose to go to the hotel consumption instead of their own cooking, which is manifested in recent year 's hot. The third are forced to consumption increase. More and more white-collar workers and migrant workers migrant workers, time is close, and not their cooked, they are helpless, unable to be forced to at a restaurant, it promotes the fast food industry development. Dining choice not only pay attention to taste, the restaurant environment, atmosphere, sentiment has become a customer's selection of dining venue necessary conditions, consumers pay attention to enjoy, focus on food and beverage products and cultural integration, the Chinese food culture and cuisine culture broad and profound, long history, different regions show catering cultural differences also make food products with distinctive cultural characteristics. Consumers seeking& color, flavor and taste, shape, texture, temperature, sound, nutrition, health,& at the same time, advocate culture and food, diet, eating habits of fusion. In recent years emerging needs of theme restaurants is developing rapidly, this concept into full play, whether it is the design of the restaurant decoration, functional layout, decor, and even its operating characteristics of cuisine, reflect a certain cultural theme and intension, catering to the product culture has the greatest degree of show. Seize the culture that a selling point, will enable the food products with infinite vitality. From the industry statistics, Chinese food industry market size is very large, and expanded very quickly, but China's catering company current situation, one is enterprise dimensions small, amount is much, industry standards according to statistics, China's existing catering outlets 4000000, employees nearly
people,7000000 cook people, average every 185 people have1chef. The food market is relatively the most dispersed in a market, home does not have a large food group can occupy 1% of the market share. Can be said to the catering industry is perfectly competitive industry, industry concentration is very low, the future trend of development is the industry is spent centrally rise considerably, to be at a scale of enterprise integration. From the dining enterprise's competition and development pattern, the future of China's catering business competition will be more intense, and accompanied by more enterprises listed. However, in the restaurant industry high speed development at the same time, food raw material costs, labor costs increase, lack of management talent, the cost is difficult to control and other aspects of a problem to be highlighted increasingly, industry competition intensified, the catering industry entered the& era of meager profit&, the traditional management mode, operation encounters serious challenges. Chinese catering industry has entered the industry reshuffle period, must exchange of new ideas, explore new pattern, quickly from the traditional& extensive type, fuzzy, experience management& to &intensive, process, chain scale management& in transition. The foreign-funded enterprises enjoy is the super national treatment, state-owned enterprises enjoy national treatment, private enterprises enjoy national treatment. In the restaurant industry, although not obvious, but also many examples. Domestic food business activities in addition to the normal tax, the cost of so many species, the lack of normative, area difference is bigger, the government management system is not perfect, bring about an enterprise to manage the various uncertain factors. With the further perfection of Chinese legal system construction, Chinese catering market will also further standardization. Catering industry competition pattern analysis show that, the future of domestic food industry competition situation of four great changes will take place in China, foreign fast food restaurants dominate the competition, brand has become the core competitiveness of food. At present, China's catering industry lack program guiding, the laws and regulations construction lag problem. In the rapid development of blind, disordered and low level of development of the phenomenon. Not applicable to the establishment of the catering industry of national laws and regulations system, the lack of strict market access rules and mandatory standards, catering enterprises standards uneven, incomprehensive contents, technical knowledge content is low, lack of national unity. The catering industry in our country is lack of unity within the profession of law enforcement, the market order is not standard, the dining environment is not health, food safety problems occur from time to time, market management and industry management can not keep up with the development needs of the situation, the market order to be standardized. However, countries to accelerate the service industry development strategy for the development of catering industry to bring the new opportunity. At present our country service industry gross is relatively small, the output value of the service industry the proportion of2007to40%, and the global service industry output value of the average specific gravity of 60% ( developed countries more than 70% ) far apart. In the seventeen Party Congress& to speed up thedevelopment of modern service industry, improve the proportion and level of service industry&. The State Council& on accelerating the development of service industry opinions of the general office of the State Council& and& on accelerating the development of service industry in the implementation of policies and measures for advice&, accelerating the development of the service sector has laid a good foundation for the development of catering industry policy, bring rare opportunity.4、From the& fast food& localization of Chinese catering industry development in future& Fast food& the localization process accelerated, the Chinese catering industry competition is intense with each passing day, and as a result of food production characteristics, just drop a & visual feast&, its growth rate far less foreign fast food have. A food and beverage industry veterans have such fact: we Chinese dining culture history is long, can still sell but those & hamburger&. Foreign fast food brand in China develops quickly because of its simple, reproducible, and its product localization and the theme restaurant strategy launched in China in the future, more be a trend which cannot be halted development trend. KFC launched the & tender cow five&, but is Yum product localization strategy, and early in 2005April,& Chinese fast food& as a slogan of& East Dawning& settled in Shanghai, has been demonstrated the yum brand localization strategy of whole body. In the face of such a break in in full fury &foreign fast-food invasion&, Chinese food and beverage brands in this round of the contest has shown its advantage. For future development, China's catering industry will be faced with huge challenge.So to break the siege expand results will be aware of their own situation, at this stage of China's catering industry market situation ( for example of Beijing ), is basically in a complicated pattern.Then, how can the new round of competition advantage and expand results, we narrow the gap with foreign brand, we think, the brand building remains the primary task, the spoken Chinese catering industry has its own cultural characteristics, Chinese is inseparable from the& rushing water&, so, Cola will not replace a cup of thick soup, Hamburg will replace traditional dumplings, and how to make such products with Chinese characteristics can yield, chain, is the next step to build brand of one of the important tasks. Catering to build the brand is the brand structure of fullness, also is in the main dining brand downstream to create a complete chain, from the business form echo, we see gladly Meizhou Dongpo work in this area has been done quite in place.Innovation changing, from becomes the system is the brand integration of the working key. Now food consumption has also entered the third stage, namely, the invisible, touched the overall consumer awareness stage, consumers in the left consumption places in mind to form the overall perception responds to what is, it reflects the restaurant brand culture, so the merchant's unique system is not only dishes, taste, service, environment, music, but the overall embodiment of comprehensive factors.Brand building is the Chinese food and beverage industry will break out of an encirclementis one of the important means, and real-time strategy and tactics are catering system it is important method, in order to& different region can create wonderful&. Nowadays the world economic turmoil on China's catering industry development 's influence can not be ignored, China is still a developing country, in stimulating domestic demand under the premise, we still recommend Chinese catering industry occupied& Pyramid middle market&, at the same time in the market to establish its own system, to make its own characteristics.中文翻译1、中国餐饮业的发展前景分析餐饮业作为我国第三产业中一个传统服务性行业，经历了改革开放起步、数 量型扩张、规模连锁发展和品牌提升战略 4 个阶段，取得突飞猛进的发展。 目前，全国已有餐饮网点 400 万个。 年度中国餐饮百强企业资产 总额约 320 亿元、利润总额约 60 亿元、从业人员约 80 万人，分别较去年同期增 长 40.38%、28.84%和 33.33%，高于全社会餐饮业的平均增长水平。 中国改革开放已经走过了波澜起伏的 30 年， 在这改革开放的 30 年里中国餐 饮业伴随着改革的浪潮也经历了三次飞跃式发展。在这 30 年里，中国餐饮经历 了从洋快餐抢滩中国市场到非典的冲击，再到食品安全(苏丹红事件、福寿螺事 件)，中国餐饮业在冲击中，实现销售额不断增长。 中国人口基数大， 需求旺盛，餐饮市场发展远远不能满足市场需要的大背景 下实现的，而今天，餐饮市场异常繁荣，供求基本平衡，在全球经济危机的大背 景下餐饮业如何实现新的增长? 2008 年 7―8 月间，中国连锁经营协会联合德勤华永会计师事务所共同 对中国连锁餐饮业发展战略趋势进行调研，采访了包括全聚德、西贝、俏江南、 德庄、小天鹅、小肥羊、肯德基、吉野家、仙踪林等行业具代表性企业的董事长 或总经理。归纳出现阶段国内连锁餐饮业发展状况： 一、 连锁餐饮业发展依然保持高速。被调查餐饮企业连锁经营发展模式以直 营店+加盟店居多，占 75%;被调查企业中，连锁店总数超过 500 家、销售额超过 100 亿元以上的只有肯德基，2007 年连锁店达到 2400 家，销售额 215 亿元，远 远超过其他餐饮企业。从调查情况分析，连锁店在 100 家以下 (占 66%)，销售 额 10 亿元以下 (占 80%)的企业经营规模为多数。 从销售额增长比例情况分析，95%企业都有两位数的增长，其中增长 10%―20%区间的占 42%，增长 20%―30%区间的占 31%，此两区间增长比例是 被调查企业的主流， 说明多数企业发展符合良性运营的规律，依然可以保持较高 的发展速度。 二、原材料上涨快速，毛利率稳中有升。32%被调查企业 2007 年原材料增 长率在 10%以下，52%企业原材料增长率达 10%―20%，16%企业原材料增长 率达到 20%―30%。 在原材料成本日益高涨的前提下，仅有 26%被调查企业的毛利率下降 5%内， 47%企业毛利率基本没变， 另有 16%和 11%的企业分别增长 5% 以内和 5%以上。由此可以看出，大多数企业仍能够保持稳中有升的毛利率，说 明被调查企业连锁经营盈利模式比较健康，抗风险能力较强，在开源增效方面还 有可挖掘的空间。 三、人力资源匮乏、经营成本高涨、标准化难度大构成三大挑战。根据调研 显示， 目前连锁餐饮业发展中面临的主要问题包括人力资源匮乏、 经营成本高涨、 标准化难度大、行业内部恶性竞争、资金短缺及政策支持等问题。其中，人力资 源匮乏占选择比例最高，达 80%，其次为经营成本高涨，为 60%，标准化难度 大，为 45%，构成连锁餐饮业发展面临的三大挑战。 四、公司战略调整立足长效发展。针对餐饮企业发展中面临的问题，调查还 涉及了连锁餐饮企业将会对未来发展战略做出何种调整?归纳包括六个方面，调 整直营店与加盟店的比例;提升现有品牌或建立新品牌;创新产品，实现差异化经 营;建立原材料生产基地， 整合供应链;建立中央厨房;提升公司内部运营效率及单 店盈利水平。 五、乐观判断当前经济发展态势对连锁餐饮业发展的影响。尽管 CPI 指数在 短期内难以回落， 给企业的经营压力也会持续增加， 但绝大多数被调查企业认为， 从国家宏观经济的发展态势来看，餐饮行业发展仍会保持较高的增长幅度，企业 的经营压力将得到逐步缓解， 90%以上被调查者表示持积极乐观态度。 调查显示， 全聚德、肯德基、小肥羊、德克士等多数连锁企业依然保持既定的开店计划。 综合上述调查，在中国经济持续高速发展，餐饮市场继续活跃的大背景下， 连锁餐饮企业正不断根据外界环境及自身条件调整公司发展战略， 以逐步实现最 优发展模式。2、中国餐饮行业发展趋势分析我国的餐饮业发展非常迅速， 全国餐饮业营业额连续 18 年实现两位数高速 增长，近几年餐饮业的 增长率都比其它行业高出十个百分点以上，行业发展前 景为众多企业和投资机构看好，可以说我国正迎 来一个餐饮业大发展的黄金时 期，但市场是复杂多变的，会随着社会环境的变化而变化。餐饮企业必须 根据 自身条件和环境条件的要求，看清餐饮行业的发展趋势，选择适当的营销方法， 才有可能在激烈的 市场竞争中获得成功。为此，本文就餐饮行业未来发展趋势、 机遇及挑战进行简要分析。 我国经济近年取得的快速发展，国内生产总值快速提高，是持续迅速带动国 内消费需求增长的主因。 历史数据分析表明，餐饮业零售额与 GDP 增长有强正 相关性， 5 年来的发展情况看， 从 餐饮业的增长幅 度既高于全国 GDP 增长速度， 也远远高于社会消费品零售总额的增长速度， 随着餐饮业的行业规模不断 扩大， 对国民经济呈现日益明显的拉动作用。 2004 年，全国实现餐饮业零售额七千四百八十六 亿元，比上年净增 一千 三百三十 亿元，同比增长 21.6 ％，连续 14 年实现两位数的高增长，比同期社会消费品零售总额增长率高出 8.3 个百分点，占社会消费品零售总额的 13.9％，对社会消费品零售总额的增长贡献率为 21 ％，拉动社会消费品零售总 额增 长 2.79 个百分点。 2005 年，中国餐饮业零售额实现 8886 亿元，同比增长 17.7%，比上年净 增 1336 亿元，高出社会消费品零售总额增幅 4.8 个百分点，占 社会消费品零 售总额的比重达到 13.2%， 对社会消费品零售总额的增长贡献率和拉动率分别为 17.4%和 2.3% 。全年实现营业税金 488.8 亿元，同比增长 17.8%。 2006 年， 中国餐饮消费全年零售额首次突破万亿元大关， 达到 10345 亿元， 同比增长 16.4%，比 上年净增 1458 亿元。 2007 年全国餐饮企业营业零售额累计达 12352 亿元，同比增长 19.4%， 占社会消费品零售总额的 13.9%，拉动社会消费品零售总额增长 2.6 个百分点， 对社会消费品零售总额的增长贡献率为 15.7%。 2008 年全国餐饮企业零售额达 15404 亿元，比 2007 年增长 24.7% ，连续 18 年保持两位数的速度。 随着中国人均国内生产总值(GDP)超过 2000 美元， 居民消费能力增强，消费层次提高，中餐中高端消费 额比重将持续增长。而在 海外，中餐不断攻城掠地， 08 年中餐首入奥运食谱，更进一步走向国际化，餐 饮业已经成为拉动消费、实现增长、扩大就业的重要因素之一。3、消费者分析随首我国人均国内生产总值快速提高，人均国内生产总值(GDP)超过 2000 美元，居民消费能力增强， 消费水平和层次提高，中式正餐高端消费额比重将 持续增长。但餐饮需求是复杂多变的，其消费口味和 消费心理，会随着社会环 境的变化而变化。 餐饮企业必须根据自身条件和环境条件的要求， 看清餐饮市 场 的发展趋势，选择适当的营销方法，才有可能在激烈的市场竞争中获得成功。 中国人的口味具有明显的地域性，中国菜肴在烹饪中有许多流派。其中最有 影响和代表性的也为社 会所公认的有：鲁、 川、 粤、 闽、 苏、 浙、湘、 徽 等菜系，即 “八大菜系” 。各菜系的形成和它 的悠久历史与独到的烹饪特色分 不开的。同时也受到该地区的自然地理、气候条件、资源特产、饮食习 惯等影 响存在较大差异，正是因为这些差异，各大菜系产品具有了强烈的地域性，占据 着当地主要份额。 而地域差异的存在，又引起消费者强烈的求异心理，愿意去 尝试不同的风味。所以跨地域经营是未来的 热点，它可以使各具特色的风味饮 食之间互相借鉴，取长补短。目前，八大菜系出现跨地域经营，相互 融合趋势。 餐饮企业在异地扩张时， 却采用以收入标准或其他标准为依据，把全国划分 为几大经济区，在每一 个经济区的中心城市设立旗舰店；待站稳脚跟后，再以 旗舰店为基地，向周边的中小城市扩张的策略。 首先是市场定位，即这些地域 的消费群体是否是你的目标客户；其次是口味，他们是否认同你的菜品口味；第 三是品牌价值，他们是否会成为你品牌的忠实拥护者。 他们有两个共同特点： 首先，经营产品单一；其次，地域特征明显，离开北京之后很难找到认同其 口 味的合适人群。 2008 年起我国共有 46 个城市人均 GDP 在 3000 美元以上，这 些城市的人均消费水平比较高，成为中 式正餐行业跨区域发展的增长点。中国人有一种从众心理和怀疑心态――从众，人越多的地方越有安全感；怀疑，就是 相信自己 的表面判断，听不得别人解释。 为了打响第一炮，餐饮品牌在异地先开旗舰店，面积大、餐位多、投入高， 单店日常经营中压力也 大。但所有的餐饮企业都有一个导入期。在导入期内， 既是给企业自己信心，也是给尝鲜顾客树立信心。 一旦导入期做不好，上座率 跟不上，中国人的从众心理就上来了：人越少他越不去；越不去人越少；人 一 少他就更怀疑： 这是不是直营店？口味与老店是否一样？是不是出什么问题了？ 粤菜自上世纪 80 年代初在全国风靡至今，20 多年长盛不衰，其主要原因是珠 江三角洲地方经济的飞 速发展，拉动了餐饮业的繁荣和振兴；同时粤菜选料广 博奇杂。适应了食客求新，求异的需要；不断创 新，推动了粤菜持续发展。随 我国经济的发展， 粤菜在上个世纪 80 年代初至 90 年代末在全国形成气候， 逐 渐走上各大菜系的霸主地位，成为各大都市菜品的龙头，引领消费潮流，份额持 续增长。 随着近年来中国居民的收入水平的增加、生活节奏加快、消费观念的更新， 推动餐饮行业的迅速发 展中国餐饮消费者呈现三大发展趋势。 一是商务型消 费增加。 经济的发展促使商务活动增加，商务应酬活动推动了高档次的餐饮的迅 速发 展。 二是替代型消费增加。随着经济发展，居民收入增加，越来越多的人 选择去酒店消费来代替自己做 饭，这集中表现在近些年来年夜饭的火爆。 三是 被迫型消费增加。越来越多白领人士和进城务工的农民工，时间紧，也没有条件 自己开伙做饭，他们处于无奈，没办法只能被迫在餐馆里就餐，这就促使快餐行 业的发展。 消费者就餐选译不仅只是讲究口味，餐厅的环境、氛围、情调都成了顾客挑 选就餐地点的必要考虑 条件，消费者日渐注重享受，注重餐饮产品与文化的融 合，中国饮食文化和烹饪文化博大精深、历史悠 久，不同地区所表现出来的餐 饮文化上的差异也使餐饮产品具有鲜明的文化性特征。消费者追求“色、 香、 味、形、器、质地、声、温、营养、卫生”的同时，主张文化与食品、饮食方式、 饮食习惯的融合。 近几年应需求而出现的主题餐厅发展迅猛，将这个理念发挥 到极致，无论是餐厅的设计装璜、功能布局、 装修装饰风格，甚至是其经营的 特色菜系，都体现出一定的文化主题和内涵，使餐饮产品的文化性得到 了最大 程度的展现。抓住了文化这一卖点，将使餐饮产品具有无限的生命力。 从行业数据统计看，中餐行业市场容量非常大，而且膨胀非常快，但我国餐 饮企业现状，一是企业 规模小、数量多，现代化水平低；行业标准体系不完善； 据统计， 我国现有餐饮网点 400 万个， 从业人 员将近 2000 万人， 厨师 700 万 人，平均每 185 人拥有 1 个厨师。 餐饮市场相对来说是最分散的一个市场，国 内没有一个大的餐饮集团可以占据 1％的市场份额。可 以说餐饮行业是完全竞 争的行业，行业集中度相当低，未来发展的趋势是行业集中度大幅提高，有待于 规模企业的整合。 从餐饮企业竞争与发展格局来看，未来我国餐饮企业竞争将更 加激烈，并伴有更多企 业上市。 然而， 在餐饮行业高速发展的同时，食品原 材料成本、劳动力成本提升、管理人才匮乏、成本控制 难等多方面问题日益凸 显，行业竞争愈演愈烈，餐饮业全面进入“微利时代” ，传统的管理、经营模式 遭 遇严峻挑战。中国餐饮业已经步入行业洗牌期，必须交流新思想、探索新模 式，迅速由传统的“粗放式、 模糊式、经验式经营”向“精细化、流程化、连 锁规模化经营”转型。 当前的外资企业享受的是超国民待遇，国企享受国民待遇，民营企业享受的次国民待遇。在餐饮业 内，虽然不明显，但也不乏其例。国内餐饮企业的经营 活动除了正常的税收外，各项费用种类太多，缺 乏规范性，地区差别也较大， 政府管理体制的不健全，导致企业经营的不确定因素较多。随着中国法制 建设 的进一步完善，中国餐饮市场将也进一步规范化。 餐饮业竞争格局分析表明， 未来国内餐饮业竞争态势将发生四大变化，洋快餐主导中国餐饮竞争格局，品牌 成为餐饮的核心竞争力。 目前，我国餐饮行业缺乏规划引导，法规建设滞后问题。在快速发展中有盲 目、无序和低水平发展 的现象。尚未建立适用于餐饮业的国家级法规，缺乏系 统严格的市场准入制度和强制性标准，餐饮企业 的标准参差不齐，内容不全面、 技术知识含量低，缺乏全国统一性。我国餐饮业缺乏统一的行业执法，市场秩序 不规范，餐饮环境不卫生，食品安全问题时有发生，市场管理和行业管理跟不上 形势发展需要，市场秩序有待规范。 但是，国家加快服务业发展战略将为餐饮 业发展带来新机遇。目前我国服务业总量相对较小，2007 服务业产值比重不到 40%，与全球服务业产值平均比重 60% （发达国家超过 70% ）相距甚远。党的十 七 大报告提出“加快发展现代服务业，提高服务业的比重和水平” 。国务院《关 于加快发展服务业的若干意 见》及国务院办公厅《关于加快发展服务业若干政 策措施的实施意见》 ，为服务业加快发展奠定了良好政策基础，为餐饮业发展带 来难得的机遇。4、从“洋快餐”本土化看中国餐饮业发展未来“洋快餐”本土化进程的加速，使中国餐饮行业竞争格局日渐激烈，而由 于中餐制作特点，到最后只落个“视觉盛宴” ，其成长速度远不及洋快餐们。一 位餐饮业老总曾这样感叹到:我们中国餐饮文化的历史那么悠久，可还是卖不过 那些“汉堡包” 。 洋快餐品牌在中国发展得快就在于它的模式简单，可复制性强，同时加 上其产品本土化及主题餐厅策略的推出，未来在中国的发展更有势不可挡的趋 势。肯德基推出的“嫩牛五方” ，不过是百胜集团产品本土化的策略之一，而早 在 2005 年 4 月，以“中国人的快速餐饮”为主打口号的“东方既白”落户上海， 就已经彰显了百胜集团品牌本土化的整体策略。 面对这样来势汹汹的 “洋快餐入侵” ，中国餐饮品牌在这一轮的较量中 仍未显出优势。而对于未来的发展，中国餐饮业将面临巨大挑战。那么要突破重 围扩大战果就要深知自身的情况， 就现阶段中国餐饮行业市场情况看 (以北京为 例)，基本处于纷杂格局。那么，如何能在新一轮的竞争中取得优势并扩大战果， 与洋品牌们缩小差距，我们认为，品牌化打造仍是首要任务，上述曾谈到中国餐 饮业有着自身的文化特点，中国人离不开“汤汤水水” ，所以，可乐永远代替不 了一杯浓羹， 汉堡也永远代替不了传统饺子，而如何能让这样具有中国特色的产 品能高产出化、连锁化，便是下一步品牌打造的重要任务之一。 餐饮品牌的打造还在于品牌架构的丰满， 也就是在餐饮主品牌的上下游 打造出一个完整的链条， 使其从业态上形成呼应，我们欣喜地看到眉州东坡在这 方面的工作已做得相当到位。创新多变，自成体系是品牌化整合的工作重点。现在的餐饮消费也已进入到第三重阶段，即看不见、摸不着的整体消费意识阶段， 消费者在离开消费场所后在头脑中形成的整体感知回应是什么， 这便体现出餐饮 店的品牌文化，所以商家的独特体系已不仅仅是菜品、味道、服务、环境、音乐 等， 而是综合因素的整体体现。 品牌化打造是中国餐饮业日后突围的重要手段之 一，而实时的战略与战术运用更是餐饮业自成体系的重要方法，以便在“不同的 区域里都能创造精彩” 。 时下世界经济动荡对中国餐饮业发展的影响是不可忽视的， 中国仍是个 发展中国家，在拉动内需的大前提下，我们仍建议中国餐饮业占领“金字塔的中 段市场” ，同时在这个市场中建立自己的体系，做出自己的特色。
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