An analysis of the development of the Chinese fast food industry
Journal Title: Journal of Asian Business Strategy - Year 2016, Vol 6, Issue 5
Abstract
The Chinese food culture is worldwide well-known, yet the Chinese catering industry has not gained its due attentionin its past two decades’ development. Western fast food has launched a forceful marketing campaign to the Chinese fast food industry. This paper therefore aims to analyze the existing problems of the Chinese fast food industry from the two main aspects of culturedifference and market factors.Combining analysis of the current status and the prospective future trends, this paper provides some strategies fromthe brand effect, cultural characteristics, chain management and personnel training, which expects to update the concept for the Chinese fast food industry and then promote the scientific development of Chinese fast food industry.
Authors and Affiliations
Kexin Zhuang , Yanqing Jiang
Keywords
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- EP ID EP90861
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