商务英语课件doc.docx

商务英语课件doc.docx

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商务英语课件doc

THEOUTLINEOF

CHINESECATERINGINDUSTRY

1.Thedevelopmenthistoryandpresent

situation

2.Theadvantagesanddisadvantages

3・Thesuggestionsandtwoimportantevents

4.Thetrendsofitsglobalization

~•Thedevelopmenthistoryandpresentsituation

I.DevelopmenthistoryofChinesecatering

ThedevelopmenthistoryofChinesecateringindustrysincethereformandopening-upcanbedividedintofourstages:

1.Theinfantstagesincethereformandopening-up

2.Thequantitativeexpansionstage

3.Thescaledevelopmentstageofchain

4.Theascentstageofbrandstrategy.

Atpresent,Chinesecateringindustryhassteppedintoanewstagewhichrepresentsthecharactersofthepluralismofinvestmentsubject,diversificationofoperatingforms,chainingofmanagementpatternandindustrializationofindustrygrowth.

In2007,astheimprovementofthepeople'slivingstandardandsocializationofthecatering,ourcateringindustrystepsup.Thefoodconsumptionkeepsfastandsuccessivegrowthandmaintainstheleadingstatusofthenationaleconomysectors・Thegrowthrateoftotalsalesrevenueisupto19.4%,whichdrivesthetotalretailsalesofconsumergoodsincreasingby2.6%・ItisestimatedbytheDepartmentofCommercethatinthehalfyearof2008,thenationalaccommodationandcateringmarketkeepsahighgrowthrate.Itsretailingsaleshasreachedto720.7billion,increasing24%,whichgrewby6.2percentagepointcomparedwithlastyear.The2008BeijingOlympicGamesisstillplayinganimportroleofdrivingthecateringaftertheOlympicstage.Itisexpectedthattheretailsalesofnationalcateringindustryisupto2000billion.

InthecauseanalysisofthesustainedandrapiddevelopmentofChinesecateringindustry,itshowsthatthebackgroundofsocioeconomicdevelopmentpavesthewayforthegrowingofcateringindustry.Theincreasingincomeofcitizensmotivateditsdevelopment:

.Withthestrongsupportofgovernmentandtherelevantpolicy,Chinesecateringindustrycaninsistahighspeedgrowthinthesuccessivetenyears.

Allinall,therapiddevelopmentofourcateringindustryindicatesthattheoverallscaleofindustryisincreasinglyexpandingonthebackgroundofsocialneedsandeconomicdevelopment.Italsohasasignificantinfluenceondrivingconsumption,boostingthemarket,creatingjobsandpromptingtheindustrialeconomy.

II・ThepresentsituationoftheChinesecateringindustry

Presently,thereare4millioncateringnetwork.Thetotalcapitalofthetop100Chinesecateringenteiprisesisabout32billion,thetotalprofitis6billion,andthenumberofemployersis0.8millionfrom2005to2006whichincreasedby40.38%,2&84%,and33.33%respectively.Atthesametime,supersizeenterprisesbeginemerging,andthereare11companieswhosesalesvolumeareover1billionand34companieswhoseareover0.5billion.Thesalesvolumeoftop10hasreachupto33.676billionwhichincreasedby18.4%・Thiscanindicatethatthegatheringlevelofthiskinofindustryisimproved.Thechainsofcateringindustryaremainlylocatedintheeastareaandbigcities,butthespeedofexpansiontothewestareasandmidcitiesisfasterandfastei;In2006,theeastareashave5589chainsofcateringenterprisesandthemidandwestareashave1211and1714respectively.

TheChinesecateringindustryhaskeptgrowingfor18consecutiveyearsandin2009,thesalesofretailingofcateringindustryhasreachedupto1000billion.Theexpenditureofcateringperpersonincreasedby17.6%whichreachedupto800RMB.Therapidlydevelopingcateringindustryhasbecomeanimportantpowerofexpandingconsumerism・Itisexpectedthatthefeaturesofcateringenterprisesaremoreandmoreapparentontheaspectsofbrandpeculiarity,operatingindustrialization,industrialdiversificationandsoon.TheChinesecateringinvestmentmarkethasrapidlydevelopedfor10years.Inthenext5years,theChinesecateringinvestmentwillhaveabigbreakthrough.WiththeGDPhasreachingupto$1000,theconditionofcateringindustryismoremature.

Theretakesonalotofnewcharactersinthecateringindustry:

1.Themulti-directionandmodernizationofthemodeofcateringconsumption・Withtheprivateandpublicconsumption'sdiversification,itpromotescatering^furtherdevelopment.Italsohelpscateringbreakthelimitoftraditionalbusinessorfamilyfeastandextendtotheself-service,feastanddistributionetc.Inthecoastalcities,fastfoodmarkethasoccupiedthehalfmarketshareoftotalturnoverofchainrestaurantcompanies.Thistrendwillimpelmanyinnovationoftheconsumptionmode.

2.Conglomerationandbrandingofcateringmanagementorientation.From2000to2005,theturnoverofChinese100topcateringenteiprisesaccountfor4.9%upto7.7%oftheindustryandtheaverageturnoverofeachenteipriseliftedfrom0.18billionRMBto0.68billionRMB.TheselargegroupshavetheirownservicebrandandallofthemadoptBrandchain.

3.Humannessandecologizationoftheconnotationofcateringservice・Inrecentyears,theideaoftheorganiccateringisprevailingamongthepeople.Theunitsconcernedandtheindustryassociationhasformallylaunched“TheorganicconsumptionprojectofChinesecatering^^andoperatedthecertificatingworkofnationalorganicenterprises.Becauseconsumersattachmoreimportancetothequalityoflife,thecateringindustrywillcombinetheirdevelopingwithenvironmentprotecting,resourcesavingandsoon.

二Theadvantagesanddisadvantages

I.Advantages

（l）ThefeaturesoftheChinesecateringindustry

Withthesustainedandrapideconomicdevelopmentofourcountry,cateringindustrywhichisofthehighestdegreeofmarketingandisfacedupwiththemostintensivecompetitioninthetertiaryindustryhasgotthepeakofherdevelopmentonceagain.

Takingeverythingintoconsideration,inthebigenvironmentofreformandliberalization,thecateringmarketisbecomingmoreandmoremature・Somemodemcateringcompanieswithnotonlybigsizeandstrengthbutalsothesustainabledevelopmenthascomeup.Inthefuture,theywillremainthebackboneofthedevelopmentinthecateringindustry.Aftertheheldofthe2008BeijingOlympicGamesand2010ShanghaiWorldExpo,China'seconomyhasenteredarapiddevelopmentstage.Thereisnodoubtthattheywillpromotethecateringindustrytoanewlevel.

WiththedeepdevelopinentofeconomicglobalizationandthehigherdegreeofChinamarketopeningup,theoldcateringindustryturnsouttodevelopmultipleandmodernconsumptionstyle.

Firstthereisanewtrendofcateringconsumptionwithdiversificationandmodernization.Forpersonaltravel,officialtravel,business,homeconsumption,leisureandentertainmentwillbethemotivationofcateringconsumption.Besides,cateringconsumptionwillexceedtheareaoftraditionalbusinessmealsandfamilymeals,andwillfurtherextendtoself-help,banquet,distributionorotherfields.Intheeasterncoastalcitythefast-foodmarkethasaccountedformorethanhalfoftheturnoverofenterprises,ofwhichover90%isGuangdongProvinee.Thistrendwilldrivemoredistinctivepatternsofconsumptioninnovations.

Second,theorientationoftherestaurantbusinesswillbemoregroupedandbranded・From2000to2005,therateofChina'stop100cateringenterprisesaccountingfortheentireindustryoperatingrosefrom4.9%to7.7%.Atthesametime,theaveragesingle-familysalesrosefrom180millionyuanto680millionyuan.Nearlyallthelargeenterprisegroupswiththeirownbrandofserviceacceptthebrandchainoperatingstyle.

Third,thecontentofcateringserviceswillbecomeincreasinglypersonalizedandEcology.Inrecentyears,the"greenfood"conceptenjoyspopularsupport・Departmentsandindustryorganizationshaveofficiallylaunched''NationalFoodConsumptionofgreenengineering1'andlaunchedaNationalGreenFoodIndustryofidentification.Asconsumersincreasinglyattachtheimportanceoflifequalityandtaste,thecateringindustrywillpaymuchattentiontotheirowndevelopment,

environmentalprotection,resourceconservation,andhealthylifk

Fourth,thespreadofcateringculturewillbecomeincreasinglyinternationalandmarketable.In2005,China'scateringindustrymakeuseof894foreigninvestmentprojectswithcontractualforeigncapitalamountoveronebillionU.S.dollars.Inthefuture,therewillnotonlybealargenumberofforeigncateringcompaniesenteringtheChinesemarketbutalsobemorenationalfoodenterpriseswithcomparativeadvantagegoingtotheinternationalmarkettopromoteandinnovateChinesefoodculture.

（2）AdvantageoftheglobalizationofChinesecatering

industry

TheadvantagesofChinesefoodculture:

l）Chinesefoodcultureisprofound,renownedintheworld,whichisanattractionforforeigners

Chinesefoodculturehasalongandprofoundhistory,whichhasgonethroughseveralthousandyears・Asfaraswecanknow,ithasvariousdifferentseries,suchasLuCai,ChuanCai,YiieCai,hotpot.Chinesefoodhasformedalargebrand,whichispopularallovertheworld.Inmyopinion,itcanbecharmingforeveryone,andisthesourceofthecorecompetitiveness.

2）ThepopularityofChinesefoodmakesitsuitableforeveryone.

ItcanincreasethedemandofChinesefood.

EnvironmentaladvantagesofChina'scateringindustry:

1.Thedevelopmentofeconomicglobalizationmakeseconomyintoanentirety,whichhelpstheChinesecateringindustryentertheworld.

Especiallyafterthefinancialcrisis,internationalstatusofChineseeconomyhasadvanced.TheoptimisticmacroeconomicconditionswillpromotetheChinesecateringindustrygofurther.

2.Chinesecateringindustiyhasmadeconsiderablep