中式快餐发展的契机与亟待解决的问题

以肯德基和麦当劳为代表的西式快餐营养结构不尽合理,缺少个性化特征;定位策略使其逐渐成为“儿童食品;”过高的价格,让普通百姓望而却步,这些“洋快餐”的软肋为发展中式快餐业提供了契机。中式快餐业要学习“洋快餐”的优点,发扬中式快餐的自身优势,把握机遇,创立名牌,培育人才,引进技术,扩大网络销售规模,走绿色健康的快餐发展之路。

Opportunities and Challenges of the Development of Chinese-style Fast Food

The western-style fast food in China represented by Kentucky Fried Chicken and McDonalds attracts mostly children consumers rather than other majority of consumers because of its irrational nourishment structure,lack of striking feature,and high pricing.These disadvantages leaves much room for Chinese-style fast food to develop.This paper sug-gests the way of Chinese-style fast food development: to learn from the western fast food counterparts,to make good use of its own advantages,to train the personnel,to import technology and equipment,to supply green food,and to expand mar-keting networks promoting its brand.