To build China Yum! Brands into the most successful catering enterprise in China and even in the world, the vision is a prospect. The ideal enterprise goal that can guide employees to move forward is to achieve the expected results of its purpose (mission), which is the ultimate direction of enterprise development.

first, the enterprise goal is the overall effect of the enterprise's activities. Economics assumes that the goal of enterprise management is to pursue maximum profit and maximize enterprise value in the long run. In reality, enterprises may aim at maximizing market share and enterprise growth rate. Microeconomic theoretical analysis adopts a single static target hypothesis. Profit motive is a universal, core and lasting force that dominates enterprise behavior, and this simplified assumption is reasonable. Based on this assumption, the theoretical research on various behaviors such as enterprise output, price and competitive strategy has fully revealed the essence of enterprise behavior, which constitutes the basic assumption of the economic theoretical system.

second, the goal is specific and the vision is general; The goal is a plan that will be realized soon and can be achieved through hard work. The vision is a prospect and an ideal that can guide employees to move forward. Vision helps to determine development goals, and development goals serve to achieve vision.

third, the so-called enterprise target management means that the top leaders of the organization work out the general goals to be achieved in organizing business activities in a certain period of time according to the situation and social needs faced by the organization, and then implement them layer by layer, requiring the supervisors of subordinate departments and even each employee to form a target system according to the goals and guarantee measures formulated by their superiors, and take the completion of the goals as the basis for assessment. In short, management by objectives is a system or method that allows the executives and employees of an organization to participate in the formulation of objectives in person, exercise self-control in their work, and strive to achieve their work objectives.

fourth, the enterprise's competitive strategy can be formulated according to the business unit, determine its specific requirements and operational strategies, and make a decision on the different operations at each business level: increasing investment, maintaining the status quo, liquidation and so on; Enterprises' competitive strategies have regional differences, so we can formulate different competitive strategies in different regions, focus on the competitive strategies in core regions and key regions, and operate differently to maximize profits. It is formulated by different subsidiaries, and different competitive strategies are formulated for each company to ensure that their resource capabilities are fully exerted, and the strategies formulated by different subsidiaries are combined with the headquarters-led overall planning.