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PizzaHutinScuWJCampusfeasibilityAnalysisReportMadeby徐亚洲0841022018THELEVELOFTHEOVERALLDEVELOPMENTOFTHEFASTFOODINDUSTRYThedevelopmentoffastfoodindustryinchinanearlyhasanexperience20years.Theindustryandbusinesscontinuedtoexpand,thequalityandlevelofdevelopmentsignificantlyimproved.ThepositionofFast-foodindustryhasbeenestablishedinmodernsociety,itplayamoreimportantroleinourdailylife.Fast-foodcompanies,mosttakeawayofchainoperation.Butinfact,onlyafewlargeenterpriseshavethestrengthtodevelopachaininthismarket.TherapidexpansionofWestern-stylefast-foodcompaniespromotesthedevelopmentofthematurityoftheindustry.PizzaHutfast-foodindustryinChinaoccupiesasignificantmarketshare,whichprovidethepossibilitytodevelopindepthandgainmoreprofileinSCUWJcampus.THEANALYSISOFTHEMARKETDEMANDFORFASTFOODINSCUWJCAMPUSTherearenearly40,000studentsandteachersinschool,whichcreatedagreatmarketinfastfood.Thedevelopmentoffast-foodindustryinSCUWJcanbelinkedwiththedevelopmentinCHENGDU.Thebasisfortheirexistenceisthemarketpotential,meanstheQuantityofconsumergroupsisessentialandnecessary.Chengdu,thefastfoodindustryhasexperiencedarapiddevelopmentstage.Theconsumerattitudesenjoyapopularsupport.Peopletreatfastfoodindustrylikepizzahutasfashionconsumption.Theconsumergroupsmainlyinyouthandwhite-collar.WhichpreciselyconsistentwiththerealityofSichuanUniversity.THEOVERVIEWOFPIZZAHUTCOMPANYPizzaHutisnowtheworld'slargestpizzachainmonopoly,anditsidentityischaracterizedbytheappearanceoftheroofasadistinguishingmarkoftherestaurant.Inmorethanonehundredcountriesaroundtheworld,receivingmorethan4.00millionbitsperdaycustomersbakedmorethan170millionpizzas.PizzaHutrestaurantsinturnoverandnumber,andquicklybecametheworld'sfirstpizzachainrestaurantcompanies.PizzaHutcompanyistheworld'slargestrestaurantgroup-theglobalrestaurantgroupYum,Yumcurrentlymorethan100countriesaroundtheworldwithmorethan32,500familyrestaurantchain,isaglobalmulti-brandcollectionofrestaurantindustryleaders.Statisticsshowthatsince1990,openedthefirststoreinBeijingsincePizzaHuthassofarsetupmorethan50citiesinChina,187storesandemploysmorethan1millionpeople.COMPETITIONINTHEFASTFOODINDUSTRYINSCUWJCAMPUSSichuanUniversitycampusinthefast-foodchainisnotsettled,therearegapsinthemarket,demandCampusrestaurantsanddrinkingwateronlybaroncampusRestaurantbusinesshourstocomplywithafixed,Basedonavarietyofreasons,Restaurantsofteninshortsupplyorsupplyasinglevarietyoffoodproducts,higherprices.Thissituationledtosomeconsumergroupsdoesnotmeettheurgentneedforfast-foodenterprisestoenter.Alsonearthecampusresidentsandnearlyonehundredthousand.Fortheseresidents,settledinafast-foodcompaniescaneffectivelyalleviatetheworkpressureandbringconveniencetolife.PizzaHutchaininChina,takealltheDirectmode,openachainofabout500millionRMBinvestmentofabout,SichuanUniversitycampusdirectlyandeffectivelytoreach20millionconsumergroups,whichgiveareasonablecausetosettleitinscuwjFASTFOODINDUSTRY'SMARKETINGSTRATEGYINTHEUNIVERSITYCollegeisaspecialconsumergroups,ingeneral,theyhavelittleornoabilitytoearnincome,butitbasicallydoesnotrestricttheirconsumptionlevels.Theycanearnincomebyparents.Theirageisrelativelysmall;consumerpsychologyisnotverymature,moreimpulsive.Promotionafterall,amosteffectivewayofmarketingOPPORTUNITIESFORFAST-FOODINDUSTRYANDTHEBREAKTHROUGHPOINTWiththesocio-economicdevelopmentandthecontinuousimprovementofpeople'slivingstandards,people'sespeciallytheuniversitystudents’conceptoffoodconsumptionhasgradualchanged,eatingoutmoreregularandrational.Thequalitydemandsfromtheconsumercontinuallyincreasing,morethepursuitofbrandquality,andtastecharacteristics,healthandsafety,nutrition,simpleandquick.Standardizationofthemodernfast-foodoperations,distribution,factory,chainscaleandtheconceptofscientificmanagement,throughtopracticefromthedeepeningoftheprocess,nowwidelyacceptedandrecognized,andfromfast-foodindustrybeextendedtothecateringindustry,andhasbecomeaimportantdevelopmentgoalsanddirectionsofmodernrestaurantinourcountry.Accordingtopreliminaryestimates,in2004,thenationalfast-foodchainoutletsmorethan100millionwithanannualturnoverofupto150billionYuanandofwhichmostconsumersarestudents.Directchainmodelmustbedeveloped.Thisisconducivetoaunifiedmobilizationandallocationofresources,aunifieddecision-making,aunifieddevelopmentandintegrationofchannels.Secondly,taketheroadofBrandInnovation.Inordertogetthefootholdinthefiercemarketcompetition,wemustwalkthedifferentline.Last,increaseprofessionaleducation,training,attentionandinvestmentdynamics.Chinesefastfoodisatthepresentstageofdevelopmenttothestandards,butinthisprocess,theoperatormusthaveaprofessionalmanagementknowledgeandexperience.PIZZAHUT'SMARKETPOSITIONBrandpositioningisthestartingpointofoperationsystem.Pizzahutbrandlocalizationishappy,leisureandfashion,taste,gradeasthethemeoftherestaurant,themaintargetcustomer’sjoyisyoungurbanpopulation.LuoWeiRensaid,pizzahut,mainlyfromtheproducts,servicesanddiningenvironmentfromthreeaspects:tobuildthepleasantdiningenvironment.AsmoreyoungChinesepeoplechaseforeignfashionsandlifestyles,interest