摘要:随着国民经济的发展，外出就餐的人群在逐渐扩大，人们外出就餐已不再仅仅是为了请客、应酬、聚餐等，家庭外出就餐的比例也在扩大。本土连锁餐饮企业伴随着改革开放的春风和需求的增加而崛起，在满足人们需求、增加就业、扩大内需等方面发挥着巨大作用。然而与众多本土同行和国际品牌连锁餐饮的激烈竞争中，面对人们不同的需求，提高市场份额，却凸显出许多不足，竞争力不强。找出其经营发展过程中的问题，并且提供解决建议成为本文的主要任务。
本文在对文章的研究背景、国内外研究状况和研究方法的阐述之后，概述了连锁经营理论，介绍了国内连锁经营的基本情况，并且分析了国际品牌连锁餐饮在华的主要经营策略。之后，引入大娘水饺这一本土快餐连锁企业案例，通过国内外连锁餐饮企业的对比分析，找出本土连锁餐饮企业的主要发展问题，并提出了相应的建议。最后，提出结论。文章提供了一定的理论发展策略，在实践中能为本土连锁餐饮企业发展起到指导作用。
关键词： 本土；连锁餐饮；策略
Abstract:With the development of the national economy, eating out of the crowd gradually expanding, people go out to dinner has not only to treat, entertainment, dining, the proportion of family eating out in expanding. Chain catering enterprises accompanied by an increase in the spring breeze of reform and opening and demand rise, play an important role in satisfying people's needs, increasing employment, expanding domestic demand. However, with the fierce competition and many local counterparts and the international brand chain catering, faced with the needs of different people, improving market share, they highlight many deficiencies, competitiveness not strong. To find out the management problems in the development process, and provide recommendations to resolve become the main task of this paper.
After this paper expounds the background of the research, the research status at home and abroad and the research methods, outlines the theory of chain management, introduces the basic situation of chain operation, and analyzed the international chain brand catering mainly to business strategy in china. After the introduction of our company, the local fast food chain enterprises case, through comparative analysis of domestic and foreign chain catering enterprises, find out the main problems of local development of chain catering enterprises, and corresponding suggestions are put forward. Finally, put forward the conclusion. This paper provides a theoretical development strategy, in practice to the guidance for the development of chain catering enterprises local play.
Keywords: local; chain restaurants; strategy
