导　　师： 朱桂龙

学科专业： 120202

授予学位： 硕士

作　　者： ;

机构地区： 华南理工大学

摘　　要： 餐饮业对社会经济发展有重要作用，其发展战略问题已经成为行业重要的议题。本文研究通过广州酒家集团公司餐饮板块（以下简称广州酒家）的概况和国内及广东餐饮业的发展现状，分析内外资源的好坏，构建广州酒家的发展战略体系。此外，无论从分析的结果还是制定的战略，都对同行企业的发展具有一定的现实指导及借鉴意义。 本文首先通过资料收集，得出并分析广州酒家的概况和国内及广东餐饮业的发展现状；其次结合广州酒家的优劣势及面临的机会和威胁，使用了定量分析法、案例研究法、调查法和经验总结法等科学方法，对广州酒家宏观环境和行业环境进行了分析，并为企业的战略选择指明总体方向；最后对广州酒家总体发展战略、战略实施和保障措施进行了论述。 广州酒家的战略环境前景广阔，应选择以优势机会战略为主制定策略。总体发展战略是：打造高端副品牌，展开多品牌建设，分主、副品牌。保持品牌稳健发展，重点开发副品牌“天极品”，将品牌推向全国，实现全国性品牌的转变。提升品质，弘扬老字号，多元化投资经营，集聚竞争力上市。同时，战略实施的保障措施有技术、人力、文化、风险等标准化管理，优化连锁经营，配置相关信息化内部控制。 Catering industry plays an very important role in the development of social economy,theproblem of its development strategy has become the important issue in this field. Throughreaching the general situation of catering service in Guangzhou Restaurant Group Co., Ltd/(Hereinafter referred to as the Guangzhou Restaurant/)and the status of catering service indomestic and Guangdong nowadays, analyzing the advantage and disadvantage of internaland external resources,and then constructing the development strategy system of GuangzhouRestaurant. In addition, no matter the results after analysis or the strategy,it also can takecertain practical guidance and can be referenced by peer companies. Firstly,through the data collection,this article analyze the general situation ofGuangzhou Restaurant and the development status of catering industry in domestic andGuangdong in nowadays; Secondly, according to the advantage and disadvantage, thechance and risk of Guangzhou Restaurant, with the scientific methods, such as quantitativeanalysis, case study, questionnaire and experience summarization,analyzing GuangzhouRestaurant’s macro environment and the environment in catering service,then indicating theoverall direction of enterprise's strategic choice; Last, discussing the general developmentstrategy, strategic implementation and security measures in Guangzhou Restaurant. The strategic environment in Guangzhou Restaurant has broad prospects, it should takethe priority chance strategy as the main strategy。General development strategy is: buildinghigh-end deputy brand, developing more brands construction, dividing main and deputybrands; Keeping the brand developed steady, focusing on the development of deputy brand“Tian Ji Pin', promoting the brand to the whole China, then to realize the transformation ofthe national brand. Improving quality, carrying forward old brand, diversifying investmentmanagement, gathering the advantages to be on the market. At the same time, the securitymeasures of the strategy implementation

关 键 词： 广州酒家 餐饮业 发展战略

领　　域： [经济管理]