中式快餐发展策略分析论文.doc
题目:中式快餐发展策略分析以保定“老驴头”为例院系:文学与传媒学院专业:广告学班级:2007级2班姓名:户卫邦学号:200701020052指导教师:辛志英2011年5月05日毕业设计(论文)I中式快餐发展策略以保定“老驴头”为例【摘要】中华美食博大精深,源远流长,近年来中华美食在世界各地都非常流行,而且获得了世界的认可和美赞。但是中式快餐的发展却一直举步维艰,造成这种状况的原因,一方面是中式快餐自身缺乏一些整体策略,尤其缺乏品牌意识与广告的传播意识。另一方面,肯德基、麦当劳等国际快餐巨头在我国的登陆和迅猛发展,极大的阻碍了中式快餐的发展,使我国中式快餐生存环境更为局促。可喜的是以保定“老驴头”为代表的几家中式快餐店,成为中式快餐发展中的劲旅。目前关于中式快餐的研究主要是在国内领域,而且对其研究没有形成完整的理论体系,只是基于某些方面的研究,例如对产品、服务、标准化生产等方面的研究,这些研究都在某些方面促进了中国快餐业的发展,但要形成一个完整的理论体系还有很长的路要走。本文主要以保定“老驴头”为例,分析其经营状况和经营策略,以及利用案例分析和对比的方法,分析中式快餐发展的现状以及外国快餐在中国的发展情况,通过对二者的比较找出中式快餐的优势与劣势,找出外国快餐值得借鉴的地方。从而为中式快餐的发展,提出一些可行性的建议与策略。【关键词】中式快餐发展策略品牌策略“老驴头”查询中心硕士研究生考场姓名:户卫邦考生编号100331020320205考点:河北师大附中考点地址:中山东路315号考场:023座次:21II“Thesmallstature”has“thebigwisdom”todiscussthelivelihoodofthepeoplenewstwotimestoleap【Abstract】Thelivelihoodofthepeoplenewswasourcountryinrecentyearsaprosperousnationalheadlinestype,eachkindofmediatookitinthekeencompetitionattractsdaybydayreadersimportantmeansthatandhasmadetheverygoodprogress.Strictlyspeaking,thelivelihoodofthepeoplenewsispaysattentiontothecommonpeoplebasicnecessitiesoflifethenews,isreflectsthecommonpeoplelaughter,anger,sorrowandhappinessthenews.Thenewsbasicfunctionistheconveyinformation,themonitorsocialenvironment,sendsouttheearlywarningsignalpromptly,guidesthepeopletomakeuseoffavorableconditionsandavoidunfavorableconditions.Thelivelihoodofthepeoplenewsexpressionpublicopinion,isthepublicmindexchangeplatform.Asthesociologicalsignificancein“thesafetyvalve”,itcollectsthepopularfeelingsandthroughthefeedbackmechanism,realizestheopinionsandrequirementsofthemassesmadeknowntotheupperlevelsorinformssubordinatesaboutpolicies,regardingthedispelprejudiceandthemisunderstanding,themeltcontradiction,maintainsthesocietystablytohavetheindispensableinfluentialroleharmoniously.Therefore,detectedthatthelivelihoodofthepeoplenewsinthepresentworldssignificance,theresearchlivelihoodofthepeoplenewshasthedevelopmentprocesstobeverymeaningful.Inrecentyears,thelivelihoodofthepeoplenewsisinfashionthenation,alreadybecamemediaandsoontelevision,newspaperauniquescenery.Thelivelihoodofthepeoplenewsattentionpublicsentiment,thepublicopinion,thefocusingsocietyhotspot,thedifficulty,theshowingservicelivelihoodofthepeople,thehumanistdisseminationidea,receivetheaudienceandreaderswidespreadapprovalandunprecedentedwelcome.Butalongwiththelivelihoodofthepeoplenewssprosperity,mediocre,thetrivialfragmentation,homogenizationquestionsandsoonentertainmentalsoaccompanieslives,thesequestionsarepuzzlingthelivelihoodofthepeoplenewshealthydevelopmentseriously.Tofurtherrichconnotation,thedevelopmentspace,thepromotionquality,fullyrealizetheeffectivedissemination,presentlytothelivelihoodofthepeoplenewssindevelopmenttwopromotion,aswellasinthispromotesthedisseminationstudyvaluewhichcontainsandsoon.【KeyWords】ThepeopleslivelihoodnewsPublicnewsPost-modernpeopleslivelihoodnewsIII目录引言.1一、民生新闻的涵义.1(一)“民生”一词的由来.1(二)民生新闻的含义.1(三)民生新闻的历史渊源.1二、第一次飞跃:从民生新闻到公共新闻.n(一)民生新闻的特质.n(二)民生新闻的误区.n(三)公共新闻.n(四)民生新闻与公共新闻的关系.n1.民生新闻与公共新闻的区别.n2.民生新闻与公共新闻的联系.n3民生新闻对公共新闻的合理借鉴.n三、第二次飞跃:从民生新闻到后民生新闻.n(一)公共新闻理念的弊端.n(二)后民生新闻的出现.n(三)后民生新闻的特质.n(四)后民生新闻的作用.n四、民生新闻两次飞跃的传播学价值.n(一)传播理念:以受众为中心.n(二)传播内容:以民为本.n(三)传播价值:多元化.n结论.n参考文献.n致谢.n