ChinesefoodandbeveragecategorystrategyAccordingtoincompletestatistics,China’scateringindustryretailsalesin2011hasexceededtwotrillionyuan,tomaintainanannualgrowthrateofbetween15%and18%,accountingfornearly15%ofthetotalretailsalesofsocialconsumergoods,foodandbeveragecategoryhasbecomeanimportantnationaleconomicpartofthegrowthcategorycontainsbuildastrongbrandopportunities.5010thenumberofenterprisesintheformsofthenumberofenterprisesthenumberofenterprisesinthetotalturnover($accountshundredturnoverproportion(%Restaurantrestaurants36217346.4424.82FastFoodDelivery27212551.8939.54Western30219.541.4Pot21414321.2623.02Hotelandrestaurant71391.086.53Casualdining61265.634.7(2010top100cateringenterprisesoperatingintheabovetableformatTableAssesstheprospectsofacategory,dependingonwhatfactorscontributetothedevelopmentofthiscategory.Ifthesefactorswillcontinuetoexist,andanincreaseinintensity,thenthere---本文于网络，仅供参考，勿照抄，如有侵权请联系删除---isnodoubtthatthiscategorywillcertainlycontinuetomaintainhighgrowthofChina’scateringindustrytherapidgrowthisdrivenbywhatfactors?increaseinthenumberofurbanpopulation(includingmigrantworkers,percapitaincomecontinuestogrow,continuoushottourismmarket,thequickeningpaceoflife,increasedsocialactivitiesandotherfactors,thesefactorsintermsoflong-termorshort-termwillcontinuetoexistandcontinuedtostrengthen,drivenbythesefactors,thecapacityoftherestaurantmarketwillmaintainrapidgrowth,speedrantotheGDPisnodoubt.InWesterncountries,especiallytheU.S.restaurantmarkethasalsoexperiencedsuchanextremedifferentiationstageafterdifferentiation,eveninHamburgcategorydifferentiationofthedeep-fried,broiled,beef,pork,chicken,andevenfromtheshapedifferentiationsquare,triangleHamburg.Incomparison,theChinesefastfoodisstillinthedifferentiationoftheprimarystage,rice,noodles,dumplingsandotherChinesefoodfoodhasyettoproducerepresentativebrand.Fromthisperspective,theopportunitiesforChinesefastfoodalot.In2009,theturnoverofthetop100cateringenterprisesamountedto---本文于网络，仅供参考，勿照抄，如有侵权请联系删除---132.2billionyuan,accountingfor7.49percentofthenationalfoodandbeveragemarket,industryconcentrationislow,branddiversificationisoneofthemainfeaturesoftheChinesecateringindustryinaccordancewiththelawsofthemarket,anyindustriesinthepastfullcompetitionisboundtothesurvivalofthefittest,industrialconcentrationwillgraduallyincreaseinaccordancewiththementalcharacteristics,thebrandsurvivedisextremelylimited.Sowhatkindofwaystoparticipateinthiscompetitionwillowncateringbusinessandstronger?First,atthisstage,whofirstdiscoveredthedifferentiationopportunitiesofChinesefoodandbeveragecategory,focus,accountingforafoodandbeveragecategoryandbecomeacategoryinthemindsofpotentialcustomersonbehalfofthebrand,andcontinuetopromotethecategorydevelopment,evolving,andultimatelydominatethenationalcategoryofmarket,whowillbeabletocreateatrulypowerfulfoodandbeveragebrands.Secondly,theuseofmodernchainmanagementisanimportantwaytobuildafoodandbeveragebrandrestaurantchainoperatingstoresscatteredinawidergeographicalbiggerscaleenterprises---本文于网络，仅供参考，勿照抄，如有侵权请联系删除---nowusethismodeltocreateanationalbrandpublicknown:realkungfu,LittleSheep.---本文于网络，仅供参考，勿照抄，如有侵权请联系删除---
