连锁企业调研报告——肯德基

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1、连锁企业调研报告——肯德基在厦门目录第一章肯德基在中国············································································2第二章餐饮业发展趋势········································································3（一）连锁餐饮业态分析·····································································

2、···············3（二）餐饮业发展趋势·······················································································4第三章肯德基的特许经营战略····························································5（一）选址策略········································································

3、···························5（二）远景目标··································································································11（三）市场营销··································································································12（四）特许经营··················

4、················································································14（五）供应管理··································································································23连锁企业调研报告——肯德基在厦门14（六）企业文化·····················································

5、·············································15（七）肯德基与麦当劳的品牌差异定位························································16第四章加盟肯德基··············································································18（一）“不从零开始”的加盟············································

6、··································19（二）加盟费用··································································································19（三）申请流程··································································································19第五章中国为什么没有自己的肯德基·

7、·············································20第一章肯德基在中国23连锁企业调研报告——肯德基在厦门在世界的各个角落，在中国的每个城市，我们都会常常看到一个老人的笑脸，花白的胡须，白色的西装，黑色的眼镜，永远都是这个打扮，就是这个笑容，是世界上最著名、最昂贵的笑容了，因为这个和蔼可亲的老人就是著名快餐连锁店“肯德基”的招牌和标志——哈兰·山德士上校。（一）不断开店，快速发展1987年11月12日肯德基在北京前门繁华地带设立了在中国的第一家餐厅，而北京肯德基有限公司也是当时北京第一家

8、经营快餐的中外合资企业。以北京作为一个发展的起点，肯德基在全国的发展就如同燎原之火。1992年时餐厅总数为11家，是当时在中国经营快餐连锁餐厅中数量最多的公司。2000年11月28日，肯德基在中国的连锁餐饮企业中领先同业，第一个突破400家，创国际快餐连锁业在中