Nowadays, if fast food enterprises want to be bigger and stronger, they must adopt chain management mode. In the chain operation, a problem that has to be faced is a unified logistics distribution system. However, at present, the third-party logistics companies in China are not satisfactory in terms of logistics cost, logistics platform construction and informatization, which also greatly restricts the promotion of the competitiveness of China's fast food industry. ?

3.4 competitors of the enterprise?

Competitors here refer to domestic competitors. Professor Porter pointed out that in international competition, successful industries must first go through the struggle in the domestic market, forcing them to improve and innovate, while overseas markets are the extension of competitiveness. Although Red Sorghum and Ronghua Chicken went out of business, a large number of local enterprises such as Dicos, Kungfu, Malan Lamian Noodles, Auntie jiaozi and Yonghe Soymilk began to lead the fierce competition in the fast food industry, which also brought the pressure of progress and innovation to domestic fast food enterprises. ?

3.5 Opportunity and Government?

3.5. 1 Opportunities for domestic fast food industry?

As mentioned above, since the reform and opening up, with the rapid economic development in China, the income of urban and rural residents has increased steadily, the pace of people's life has been accelerating, and the demand of China consumers for this product has increased rapidly. However, compared with developed countries, the development space of fast food industry in China is still huge, which will be a rare historical opportunity for fast food enterprises in China. ?

Table 2 Comparison of catering industry and fast food industry between China and America in 2004?

Total turnover of national catering market, proportion of fast food industry and per capita consumption of catering industry.

400 billion USD 606 1

China 748.6 billion RMB 20W4.

3.5.2 What role does the government play in promoting the development of fast food industry?

As can be seen from Figure 2, the government has great influence on the factors of production, demand conditions, the performance of related industries and supporting industries, and the management of enterprises and competitors. In fact, the government's influence on the above key factors may be positive or negative, depending on whether its specific policies and regulations help or hinder industrial development. ?

How to improve the competitiveness of fast food industry in China?

4. 1 Improve standardized production?

Realizing the standardization of food production is the premise of the industrialization and scale of Chinese fast food. China's food culture has a long history. Compared with western fast food, nutrition and food collocation are more reasonable. Why are there few large-scale fast food enterprises going to the whole country or even the world? The root cause is that they have not standardized.

Therefore, it is the only way for China fast food industry to learn from foreign experience, standardize empirical operation into a set of standard production procedures, dilute manual operation skills and ensure the uniformity and stability of food quality. It is worth emphasizing that only standardization can effectively test the quality of products, continuously improve each production process and improve production efficiency. ?

4.2 Strengthen product development and improvement?

By comparison, we find that international fast food giants have their own product R&D departments, which are responsible for product R&D and improvement, and emphasize standardized production while maintaining the variety and taste of food. ?

This is also a relative shortage of domestic fast food enterprises. In fact, China's fast food enterprises can take the famous and famous products that have been precipitated by history and are well known to the people of China as their main products, and develop and design new products in terms of functions, tastes, prices and shapes. Or introduce a variety of dishes with ethnic characteristics in combination with historical records, and introduce the cultural and nutritional value of dishes to guests through publicity. Make the guests satisfied both materially and spiritually, so as to develop a unique nutritious fast food system which is obviously different from western fast food, and make continuous improvement to form its own competitive advantage. ?

4.3 Improve the management level of enterprises?

As early as 1997, the management of fast food enterprises was subdivided in the Outline for the Development of Fast Food Industry in China issued by the Ministry of Internal Trade. However, nowadays, chain stores in many places seem to be chain stores, but in essence, they are single-store operations and fragmented, and rarely achieve unified technology, unified quality and unified service standards, which greatly affects the corporate image. Therefore, improving the management level of enterprises and establishing a scientific management system have become a top priority for many domestic fast food enterprises. ?

4.4 Pay attention to brand building?

As we all know, brands are playing an increasingly important role in the enterprise competition in today's world. The value of some well-known brands accounts for a considerable part of the price, and even the brand value greatly exceeds the physical value, resulting in the so-called "brand premium." What China lacks is brand-name fast food enterprises, especially world-famous fast food enterprises. Therefore, strengthening brand building is of great help to rapidly improve the industrial competitiveness of China's fast food industry. ?

However, if an enterprise wants to establish its own brand, it must go through a lot of efforts and a long process. In the meantime, it must continue to invest in brand building to maintain and improve the image of the brand in the eyes of consumers. This requires Chinese fast food enterprises to make great efforts in corporate culture, internal management, food quality, management mode, image building and enterprise strength, strengthen their own accumulation and perfection, and build a world fast food brand that truly belongs to China.