"Food is the God of the people", catering is a basic part of everyone's daily life. However, different cultural backgrounds, there are different dietary concepts and dietary practices, and ultimately form a different dining culture. China's catering culture has a long history, profound and profound, with France, Turkey cooking and known as the world's three major culinary systems. Chinese food culture has colorful cultural connotations and strong and solid technical basis, a variety of raw materials, a variety of technologies, a variety of styles are intermingled. As the most important aspect of the macro social environment of enterprises, culture has a very important impact on the formulation of corporate strategy, because culture affects consumer demand preferences, supplier selection and other behaviors, and accordingly also affects the industry competitors' product or service design, production process, marketing strategy and other behaviors. For China's catering enterprises, the impact of culture on the enterprise is more far-reaching, catering consumption itself is a cultural phenomenon, in-depth study of China's catering culture, catering culture as a weighting factor in the development of strategy is very necessary. Since the 1990s, many of China's catering enterprises to imitate has entered China's western fast food enterprises KFC, McDonald's, from production to store decoration, however, very few successes. Neglecting the local catering culture and blindly imitating the West is the main reason for their failure. First, the main features of China's traditional food and beverage culture 1. food and beverage concept: "flavor-based, to the taste for the top" "flavor-based, to the taste for the top", that is, to maintain the natural flavor of the cooking ingredients or after cooking to make the food to achieve the best possible situation (to the taste), as the fundamental purpose of cooking and the highest requirements. The fundamental purpose and highest requirement of cooking. As we all know, the western diet emphasizes more on nutrition, in their view, eating is like adding fuel to a biological machine, so they pay special attention to the nutritional composition of food, pay attention to the protein, fat, carbohydrates, vitamins and other inorganic elements of the content of the right mix, the supply of calories is just right, as well as these nutrients can be fully absorbed by the eaters, whether there are other side effects And so on, while the color, aroma and taste of the dishes is a secondary requirement. We can understand this point from the publicity brochure of KFC. China's food culture is completely different, it is the pursuit of delicious as the first requirement. The Chinese always emphasize on the word "taste" when evaluating dishes, and when they praise a good dish, they will say in unison, "It tastes so good!" When a Chinese invites guests to a dinner, he will often say modestly, "The food is not well cooked, and may not be to your liking." He will never say, "The dish has little nutritional value and not enough calories." The Chinese people's highest pursuit of dietary beauty is to achieve an ineffable "mood", which can only be achieved with the help of intangible "color, aroma, taste, shape, equipment" and other "realm" carrier, and the nutritional composition and structure alone is not enough. Nutritional composition and structure alone is difficult to take on this important task. 2. Catering content: a variety of raw materials, dishes flourish in China's vast, complex, diverse natural environment provides a variety of animal and plant raw materials. According to a Western botanist's survey, Chinese people eat more than 600 kinds of vegetables, 6 times more than the West. As the saying goes, "Diet together as a dialect, different places." China's cuisine varies from place to place, with a wide range of flavors. 1950s and 1960s saw the rise of the "cuisine", and there are four major cuisines, namely, Sichuan, Lu, Suzhou and Guangdong; after the 1970s, there were five major cuisines, eight major cuisines, and eight major cuisines, which are all different from each other. After the 1970s, there were "five major cuisines", "eight major cuisines", "ten major cuisines", "twelve major cuisines" and so on. And each "cuisine" often has many sub-families or branches, such as Cantonese cuisine and Guangzhou cuisine, Chaozhou cuisine, Dongjiang cuisine, Hainan cuisine and other sub-families. Chinese cuisine can be described as a lot of dazzling, dazzling. 3. catering technology: synthesis and art in the production of Chinese food dishes, although there is a whole fish, whole chicken or whole sheep, but basically to the silk, ding, slice, block, strip, etc., the main shape of the material. Before the fire, they are independent of the individual form, but put into the round bottom pot stir-fry will be in accordance with the chef's conception of the intersection of the meal, loaded into the plate is a color, aroma, taste, shape, all the best as a whole. Therefore, the production of Chinese cuisine, from the "individual" to the "whole" of the transformation, reflecting the traditional Chinese culture of the philosophical idea of "together". In China, cooking is a kind of art, which is extremely interesting and even has a certain degree of playfulness. Cooking is as important to China as music, dance, poetry, and painting, and has a great significance in raising the level of life. Chinese cooking does not emphasize the standardization of seconds and grams, but rather emphasizes randomness, focusing on perceptual perception in the preparation of dishes, and emphasizing the grasp of the results based on experience. Chinese cooking in the knife, fire and other aspects of the special strong technical skills, most of which can not be replaced by machinery, some skills can not be explained by science, and even some of the stunts, stunts, these skills or scattered in the folk, or in and out of the palace, the competition, endless, changing the delicate, endless enjoyment of the people, but also mechanical can never be replaced.4. Dining: Combined meal system Chinese diet promotes "group enjoyment" way, the implementation of the combined meal system. The chef will be ready after the dishes are not divided into plates in advance, but will be brought to the table, for people sitting around the table to eat according to their own preferences for their own choice of dishes and the amount of food, any dish on the table does not belong to a single diner alone. Sitting around a round table and enjoying a seat is the most common way of Chinese banquets. This fully reflects the *** enjoyable character of the Chinese way of eating. By sharing a meal, eating actually becomes a medium of emotional communication between people, and is a unique social activity. While eating while chatting, or talk about business, exchange of information, throughout the ages, the Chinese people are used to express farewell or welcome at the table, emotional turmoil, people also tend to borrow wine and food to calm down. Second, China's traditional catering culture on the impact of catering enterprises catering culture is a country or nation in the long-term historical conditions formed and preserved a habit of life and cultural traditions, in a short period of time is relatively stable. For catering enterprises in the catering culture environment, catering culture is an uncontrollable factor, that is, a factor that cannot be changed through individual efforts. Therefore, catering enterprises in the development of competitive strategy, we must examine the characteristics of the catering culture on the impact of the enterprise. 1. choice of space, "taste first" leads to the diversity of market demand in our country, most people are gourmets, which "food raw materials selection of the wide range of In China, most people are gourmets, in which "wide selection of food ingredients", "richness of eating choices" and "flexibility of dish production" are the basic style and typical tradition of Chinese food culture, so for the Chinese people, there is more room for choice in catering. And the Chinese people for the catering consumption of the "taste" of the extreme pursuit of food consumption, resulting in the consumption of food has an inherently greater demand for personalization. Therefore, in China's catering industry, consumer tastes are relatively decentralized, each consumer wants to consume different styles of food and beverage products, every period of time, and even every day want to continue to try new flavors, but also they are willing to pay a certain price for their own "mouth", and are not willing to accept standardized products. This decentralized demand, resulting in a certain period of time for a particular product style of small demand, and this diversified demand for small quantities can not support the production, marketing strategy of the scale of operation, large enterprises in the response to such problems do not have the advantage. 2. synthesis and art of food and beverage production led to the scale of the diseconomies of the people of the pursuit of food and drink five flavors to achieve "and", and then to be satisfied. ", and then can be satisfied. In the practice of food and beverage production to achieve "harmony of the five flavors" is somewhat difficult. Need to follow the "meat and vegetarian and", "flavor and", "seasonal and" principle, that is, we must pay attention to the animal raw materials and plant raw materials with appropriate, the main ingredient, auxiliary ingredients and seasonings with the appropriate sex taste The main ingredients, auxiliary ingredients and seasonings are appropriate, and the seasons and seasons are appropriate. Only by doing so can we achieve the best flavor and nutritional effect. Coordination of multiple materials, coordination with time and place and other aspects of the production process leads to increased difficulty in standardization. At the same time, the traditional Chinese catering enterprises pay attention to the ambiguity, focusing on perceptual perception in the production of dishes, emphasizing experience to grasp the results, such as knife work emphasizes the eye, hand, heart consistent cooperation. In China, not only the same master to teach the apprentice to do the dishes taste different, and the master himself at different times to do the same dishes will also have different tastes. Therefore, the Chinese culinary industry popular "thousands of masters thousands of law" loose standards and "the right mouth Jane" guidelines. Because of China's food and beverage production of this heavy experience, perception of the ambiguity of the production process, resulting in the quality of the product is often mainly dependent on the enterprise's chef, and chef this key role in the management of China's food and beverage enterprises has always been a difficult problem. This factor leads to catering enterprises once the scale of the expansion of the chef will become a bottleneck, product quality can not maintain stability and consistency, resulting in the production of catering enterprises do not exist economies of scale. 3. dining system leads to the scale of catering services is not economical catering industry has a productive and service enterprises of the dual characteristics. And China's catering culture in the dining system, in the catering consumption in the exchange of "feelings", and "feelings" of the exchange needs to be in a good environment, which of course puts forward higher requirements for catering services, and in the increasingly homogeneous product market environment, catering services are increasingly becoming a key factor in the competition. Increasingly become a key factor in the competition. When the personnel service becomes the key to business operations, small enterprises are often able to provide more thoughtful, appropriate service, and once the enterprise scale expansion, the quality of service provided will decline. And for the management of service quality of catering enterprises, the proximity of manual supervision is necessary, but smaller catering enterprises are more convenient for control and supervision, small enterprises relative to large enterprises but more advantageous.4. Diversity, comprehensiveness, resulting in no scale advantage in the process of trading with customers and suppliers due to the diversity of the needs of China's food and beverage consumers, but also due to the many competitors in the market to provide a variety of options, resulting in a low switching cost, the cost of switching. options, resulting in low switching costs, so although some catering enterprises are large, but does not have a clear advantage over small enterprises in transactions with consumers. And in the transaction with suppliers, due to the comprehensive cooking process, a wide range of raw material choices, and because most domestic residents buy raw materials from farmers' markets or supermarkets, homemade at home, so for the supplier, that is, fresh raw material vendors, catering enterprises purchasing more varieties, but the batch size is small, which leads to catering enterprises in the dealings with suppliers also do not have the advantage of scale. Third, the competitive strategy of China's catering enterprises to choose can be seen, China's traditional catering culture y affects the consumer's preference and choice of behavior, affecting the cost structure and behavioral choices of catering enterprises. It is because a variety of catering culture factors lead to China's catering enterprises in the production, service and transaction process with customers and suppliers scale effect is not obvious, so for the catering enterprises in China's catering culture environment, the excessive pursuit of centralization, expanding the scale of production and market share, in order to obtain the scale advantage is not very realistic. The author thinks that unless we seize the new trend of the development of traditional catering culture and look for some new concentration opportunities, such as the public's cultural requirements for fast food, the traditional catering culture in the context of catering can only be achieved through market segmentation, the pursuit of a large share of the relatively small market, so as to gain a competitive advantage.1. Strictly under the management of the fragmentation of the catering culture of the regional and diversity of the factors that make it difficult for catering enterprises to realize the expansion of scale. scale expansion. One solution is to keep individual operations small and as autonomous as possible, an approach that ensures differentiation within the enterprise and local adaptability. Specifically, the enterprise can establish multiple sub-brands or multiple business centers, give the sub-brands or marketing centers the right to operate autonomously, and at the same time coordinate and control the multiple autonomous units through an internal control center, so as to not only achieve the internal resources of the catering enterprise*** enjoyment, but also satisfy the diversified needs of the external customers and the requirements of the internal management.2. Specialization of the product types or product segments, and the types of customers are being Due to the diversity of consumer demand, for catering enterprises can not be established to cover the entire catering market competitive advantage, but can be segmented through the market, choose to fit their relatively narrow target market, this target agglomeration can improve their own professional image, thereby improving the differentiation for customers. Despite the relatively small market, companies can achieve higher profit margins. Specifically, it is possible to concentrate on certain product types for specialization, such as Sichuan cuisine and dumplings. It can also be subdivided according to the customer's occupation, age, income and other criteria to serve specific segments of the population, such as specializing in business people, specializing in children, etc. 3. Concentrated geographic area due to the geographic characteristics of China's food and beverage market, so that there is no economy of scale in the catering industry on a national scale. But for the restaurant business can be through the concentration of equipment, marketing attention and sales activities, and in a certain region to obtain important economies. Therefore, we often find that in a certain region with a number of high-status catering enterprises. 4. backward integration due to the wide selection of food and beverage raw materials, including the main ingredients, auxiliary ingredients and seasonings, catering enterprises in the procurement process is difficult to achieve scale, difficult to reduce costs. Through backward integration, to a certain extent, can improve the competitiveness of enterprises, can give those who are unable to realize the integration of competitors to pressure.