摘 要

中式快餐经历了近二十年的发展，中国的快餐市场依然潜力巨大，但随着企业经营连锁化，产品标准化与生产规模化进程的推进，不明确的定位和模糊的品牌形象越来越成为企业发展的“绊脚石”。

论文先总结定位理论的发展阶段和现状，定位理论在中国的发展与其在中式快餐业的应用。再分析中国快餐市场的现状，行业的SWOT。接着将中国主要知名快餐品牌的定位内容进行比较分析。

最后，笔者将一家正在创业前期阶段的中式面条连锁快餐店“面上功夫”通过观察分析、走访等方法，从同类竞争者中借鉴经验与不足，并运用钻石定位模型等方法拟定出一系列适合其创业初期的定位策略和定位方向。从人群、市场、产品、形象、价格、地点的定位方面进行研究，使面上功夫在中国日趋激烈的快餐市场上争得一席之地。

关键词：中式快餐；定位；品牌；餐饮业；面条

The Research of Positioning Strategies of

“NOODLE’S KUNG FU”

ABSTRACT

Chinese fast food industry has experienced nearly 20 years of development. Chinese fast food market still has huge potential. However, with the progress of business chaining, product standardization and expanding production scale, the unclear positioning and obscure brand image become a "stumbling block" of the companies’ future development.

Firstly, the thesis summarizes the development stages of the theory of positioning and the status quo, as well as positioning theory in China's development and its application in Chinese fast food industy. Then the author analyzes the present situation of Chinese fast food market and industry’s SWOT. Then the author compares a group of Chinese famous fast food brands’ positioning aspects.

Finally, the author make a set of suitable positioning strategies and directions of Chinese noodle fast-food brand "NOODLE’S KUNG FU" , which is at an early stage of starting a business, through some approaches such as observation analysis, visiting, and make the reference from the competitors’ advantages and deficiencies, as well as using the diamond positioning model, etc. Noodle’s Kung Fu create a few running models (product positioning, price positioning, site location, consumer positioning, image positioning and etc. ) to fit its target market, and make NOODLE’S KUNG FU gain an edge over the competitors in the increasingly fierce Chinese fast food market.

Key words：Chinese fast food；Positioning；Brand；The restaurant industry；Noodles

目 录

1 前言……………………………………………………………………………………………………………1

1.1 研究背景………………………………………………………………………………………………1

1.2 研究目的及意义………………………………………………………………………………………1

1.3 研究思路与方法………………………………………………………………………………………1

1.3.1 研究思路………………………………………………………………………………………1

1.3.2 研究方法………………………………………………………………………………………2

2定位理论的发展与评述………………………………………………………………………………………3

2.1 定位理论概述…………………………………………………………………………………………3

2.1.1 USP理论………………………………………………………………………………………3

2.1.2 品牌形象理论…………………………………………………………………………………4

2.1.3 定位理论………………………………………………………………………………………4

2.1.4 重新定位理论…………………………………………………………………………………4

2.1.5 全球化经营与定位理论………………………………………………………………………4

2.2 国内对市场定位理论研究情况概述…………………………………………………………………5

2.3 国内有关中式快餐的市场定位研究概述……………………………………………………………5

2.4 国内主要品牌定位方法论……………………………………………………………………………6

2.4.1 DMP模型………………………………………………………………………………………6

2.4.2 钻石图定位模型………………………………………………………………………………6

2.4.3 品牌定位点选择模型…………………………………………………………………………7

3 中式快餐发展现状…………………………………………………………………………………………8

3.1 中式快餐占市场绝大部分……………………………………………………………………………8

3.2 中式快餐目标人群多为25岁以上……………………………………………………………………8

3.3 中式快餐经营方式多为连锁，产品主要是快餐专卖和速食便当…………………………………8

3.4 快餐消费者消费时考虑的因素主要是卫生、口味与环境…………………………………………9

3.5 米饭套餐、汉堡包、面点食品成为消费者最常食用的快餐产品……………………………………9

4 中式快餐业环境和SWOT分析……………………………………………………………………………10

4.1 宏观环境……………………………………………………………………………………………10

4.1.1 政治法律环境…………………………………………………………………………………10

4.1.2 人口和经济环境………………………………………………………………………………10

4.1.3 人文与社会环境………………………………………………………………………………10

4.2 中式快餐行业SWOT分析…………………………………………………………………………10

4.2.1 行业优势（S）…………………………………………………………………………………10

4.2.2 行业劣势与问题（W）…………………………………………………………………………11

4.2.3 行业机会（O）…………………………………………………………………………………12

4.2.4 行业威胁（T）…………………………………………………………………………………12

5 中式快餐业定位的比较分析………………………………………………………………………………13

5.1 中式快餐业角色定位及策略………………………………………………………………………13

5.1.1 差异化策略……………………………………………………………………………………13

5.1.2 低成本策略……………………………………………………………………………………13

5.1.3 避强定位………………………………………………………………………………………13

5.1.4 补缺定位………………………………………………………………………………………13

5.2 知名中式快餐的主要产品与定位比较……………………………………………………………13

6 面上功夫的人群定位………………………………………………………………………………………15

6.1 面上功夫目标人群需求分析………………………………………………………………………16

6.2 中国主要大型城市的快餐消费人群偏好数据……………………………………………………16

6.2.1 女性群体不容忽视……………………………………………………………………………18

6.2.2 餐饮消费动机情况……………………………………………………………………………19