本文關(guān)鍵詞：Y公司新產(chǎn)品開(kāi)發(fā)流程研究及對(duì)中國(guó)快速連鎖餐飲市場(chǎng)的啟示　出處：《復(fù)旦大學(xué)》2008年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 連鎖快速餐飲 新產(chǎn)品開(kāi)發(fā) 新品開(kāi)發(fā)流程 市場(chǎng)調(diào)研 營(yíng)銷(xiāo)

【摘要】： 隨著中國(guó)改革開(kāi)放的深入,人民生活的改善,國(guó)內(nèi)中式餐飲業(yè)正面臨重大的機(jī)遇和挑戰(zhàn)。為了適應(yīng)市場(chǎng)經(jīng)濟(jì)的快速節(jié)奏,快餐連鎖經(jīng)營(yíng)的模式無(wú)疑是一個(gè)重要選項(xiàng)。有著五千年?duì)N爛歷史的中華文明孕育出了舉世聞名的中華美食。中華美食對(duì)于原料精挑細(xì)選,制作方法匠心獨(dú)運(yùn),追求養(yǎng)生調(diào)理孜孜不倦。中式餐飲業(yè)脫胎于古老的中華料理,秉承悠久的歷史傳統(tǒng),正煥發(fā)無(wú)限的青春。但是,正由于中式餐飲業(yè)身上厚重的歷史承擔(dān),在現(xiàn)代社會(huì)中,其局限性已日益束縛住了企業(yè)成長(zhǎng)的手腳。 相反,自從二十世紀(jì)九零年代以來(lái),國(guó)際知名快餐企業(yè)紛至沓來(lái),在國(guó)內(nèi)餐飲行業(yè)掀起了一股現(xiàn)代餐飲革命的旋風(fēng)。這些外資企業(yè)帶來(lái)了現(xiàn)代快餐連鎖經(jīng)營(yíng)的理念與方式,同時(shí)結(jié)合國(guó)內(nèi)實(shí)際情況,精耕細(xì)作,又不失時(shí)機(jī)地把握發(fā)展機(jī)遇,作大作強(qiáng),如今已跨入了全國(guó)餐飲頂尖企業(yè)之列。 面對(duì)機(jī)遇和挑戰(zhàn),中式餐飲只有借他山之石攻玉。本文就是想借某外資餐飲集團(tuán)的新產(chǎn)品研究流程,對(duì)近年來(lái)國(guó)內(nèi)餐飲業(yè)連鎖發(fā)展中的產(chǎn)品開(kāi)發(fā)問(wèn)題作一番探索。 在論文中介紹了中式快餐連鎖業(yè)的發(fā)展現(xiàn)狀,包括餐飲行業(yè)的分類,快餐連鎖行業(yè)的內(nèi)涵,行業(yè)所面臨的挑戰(zhàn)。本文運(yùn)用五力競(jìng)爭(zhēng)模型分析中式快餐連鎖業(yè)的競(jìng)爭(zhēng)力和發(fā)展瓶頸,分析將涵蓋潛在競(jìng)爭(zhēng)者、在位者競(jìng)爭(zhēng)強(qiáng)度和可持續(xù)盈利能力、替代產(chǎn)品壓力、供應(yīng)商議價(jià)能力、買(mǎi)家議價(jià)能力、政府管制和市場(chǎng)成長(zhǎng)等方面。 論文的重點(diǎn)在于分析某外資公司Y餐飲集團(tuán)新產(chǎn)品的開(kāi)發(fā)流程。論述該公司新產(chǎn)品開(kāi)發(fā)的創(chuàng)新人力組織架構(gòu);從產(chǎn)品的開(kāi)發(fā)策略、新品開(kāi)發(fā)概念,新品開(kāi)發(fā)、營(yíng)運(yùn)測(cè)試、上市準(zhǔn)備和上市、以及上市回顧等環(huán)節(jié)來(lái)分析,這一流程是如何為該企業(yè)的市場(chǎng)營(yíng)銷(xiāo)作出巨大貢獻(xiàn)的。同時(shí)論文分析顧客導(dǎo)向和市場(chǎng)調(diào)研在流程中的重要作用。 論文的意義存在于探究Y公司新產(chǎn)品開(kāi)發(fā)流程對(duì)國(guó)內(nèi)中式快餐業(yè)有何啟示。我們將揭示創(chuàng)新,這一企業(yè)發(fā)展的第一法寶,是中式快餐發(fā)展的靈丹妙藥;而正確的開(kāi)發(fā)理念,科學(xué)的開(kāi)發(fā)流程,有效的開(kāi)發(fā)執(zhí)行是創(chuàng)新的關(guān)鍵保障。
[Abstract]:With the deepening of China's reform and opening up and the improvement of people's life, the domestic Chinese restaurant industry is facing great opportunities and challenges in order to adapt to the rapid pace of the market economy. The mode of fast food chain operation is undoubtedly an important option. The Chinese civilization with a splendid history of 5,000 years has given birth to the world-famous Chinese food. The Chinese restaurant industry is born out of the ancient Chinese cuisine, adhering to a long historical tradition, is radiating infinite youth. However, it is due to the heavy history of the Chinese catering industry. In modern society, its limitations have increasingly constrained the growth of enterprises. On the contrary, since the nineties in 20th century, international famous fast food companies have been coming in one after another. In the domestic catering industry set off a whirlwind of modern catering revolution. These foreign-funded enterprises have brought modern fast food chain management ideas and methods, combined with the actual situation in the country, intensive cultivation. Seize the opportunity to seize the opportunity to make a strong, has now stepped into the top catering enterprises in the country. In the face of opportunities and challenges, Chinese catering can only borrow other mountains of stone attack jade. This article is to borrow a foreign food and beverage group's new product research process. In recent years, the domestic restaurant chain development in the development of products to explore some issues. The paper introduces the development of Chinese fast food chain industry, including the classification of the catering industry, fast food chain industry connotation. This paper uses the five-force competition model to analyze the competitiveness and development bottleneck of Chinese fast food chain industry, which will cover the potential competitors, incumbent competition intensity and sustainable profitability. Alternative product pressure, supplier bargaining power, buyer bargaining power, government regulation and market growth. The emphasis of the paper is to analyze the development process of the new product of a foreign-funded company Y Catering Group, and to discuss the innovative human resources organization structure of the new product development of the company. From the product development strategy, new product development concept, new product development, operational testing, listing preparation and listing, as well as listing review and other links to analyze. The paper also analyzes the important role of customer orientation and market research in the process. The significance of this paper lies in exploring the enlightenment of Y Company's new product development process to the domestic Chinese fast food industry. We will reveal innovation, the first magic weapon for the development of this enterprise, is the panacea for the development of Chinese fast food; Correct development idea, scientific development process and effective development execution are the key guarantee of innovation.
【學(xué)位授予單位】：復(fù)旦大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F719.3

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