since the reform and opening up, western-style fast food has flooded into the China market, constantly impacting the Chinese fast food market in all aspects. What are the advantages of western-style fast food to occupy a place in the fast food market in China? What do consumers think of Chinese and western fast food? How can Chinese fast food be improved to cope with the impact of western-style fast food? Members of this group made a brief discussion and analysis.

Keywords: the quality environment of Chinese fast food and western fast food

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With the progress of society, people's requirements for eating are getting higher and higher, and their views on eating have also changed greatly. China is a big food country. Compared with western countries, Chinese food may pay more attention to nutrition, taste and health. However, with the reform and opening up and the opening up of the foreign economy, This industry, which is closely related to people's livelihood, has also developed rapidly. Western-style fast food, western-style barbecue and western-style cooking have gradually entered the dining table of Chinese people, from the initial rejection to bold attempts, and finally to becoming accustomed to it. On the contrary, for those who reject it, they still regard others with special respect. The process is not very long, but the reasons are worth analyzing. Western-style fast food is popular, while Chinese fast food chains born and bred in China are struggling. Even without locking. It is very important that Chinese and Western fast food chains have different recognition of catering culture. Western fast food not only pays attention to taste, hygiene, quality and convenience, but also pays attention to culture, atmosphere service in the store, unified image and even colorful promotions.

Different people will have different views on the same issue, so in which age group are Chinese fast food and Western fast food more popular? From people's different views on the same product, we can see the advantages and disadvantages of the product, so what are the reasons why people like foreign fast food and Chinese fast food? In view of the above situation, We made a survey and made the following chart.

Consumers of different ages like Chinese and western food

Age

Like western food

Like Chinese food

5 ~ 2

26.5%

18.3%

2 ~ 25

28.4%. Westbank > 4

15.7%

21.1%

over 4 years old

1.8%

22.4%

The above chart shows that

young people account for a large proportion of western fast food consumers. At the same time, it can be seen that the development prospect of western fast food has great potential. It can be seen that this is mainly because Chinese fast food is more economical.

Consumers' psychological survey

like western food

think that a good environment and good service attitude

price

health problems

variety and taste

45.%

23.5%

25.4%

28. Price problem

health problem

variety and taste

37.8%

38.5%

58.8%

56.2%

From the above chart, it can be seen that

most consumers think that the main reason why western-style fast food is attractive is because of its good environment and service attitude, and they don't like western-style fast food. Secondly, because its price is higher than that of Chinese fast food, most consumers who like Chinese fast food think it is healthier and more nutritious, and secondly, Chinese fast food is more economical and has more varieties and tastes.

Based on the above situation and investigation and analysis, we have carried out the following discussions.

First, it is about the sanitary environment. Chinese fast food restaurants are relatively direct, and the indoor walls of Chinese fast food restaurants are usually covered with all kinds of noodles, rice, The name and price of dessert. Moreover, the room is crowded and noisy, the sanitation is not good enough, and sometimes even mosquitoes fly by, which makes people don't want to stay. Most consumers leave immediately after eating. The turnover of customers is large, and the business is to make money. Foreign fast food restaurants pay more attention to the food environment and sanitation, and the sanitary environment is very good. The store is very clean and tidy, with simple but elegant interior decoration, which has a modern atmosphere and creates a kind of food taste. Make consumers happy and enjoy their consumption. This people-oriented business philosophy is indeed what Chinese fast food should learn.

The second is food safety. The status of KFC and McDonald's in the catering industry in China can hardly be shaken by China enterprises. The market recognition and the advanced operation methods keep their share in China high, but this year, there have been "Sudan Red" incidents and "oil filter powder" incidents exposed. The corporate integrity of KFC and McDonald's has been constantly questioned, which has also led to some consumers' distrust of the western-style fast food industry. Of course, Chinese fast food has similar problems. For example, the use of "gutter oil" is well known to be very harmful to people's health. Although, under the supervision of industrial and commercial law enforcement departments and public opinion, The situation has improved. However, there are still many Chinese fast food restaurants that use "gutter oil" in order to win short-term benefits, which hinders the healthy development of Chinese fast food industry. Although these problems will not bring the demise of fast food industry, it is worth considering that the security crisis may bring people's doubts and distrust of the catering industry, and ultimately it will not be good for operators or consumers. People have attached great importance to food safety in China. Coupled with the role of media opinion, both Chinese food and western food should pay great attention to food safety and product safety while strengthening technology and production. After all, truly high-quality safe food can occupy a large share in the market. < P > The other is the health problem of food. The main body of the diet is the food itself. Although Western-style fast food is excellent in environmental sanitation and fast supply, it seems that it can't get higher recognition in food health. There are different comments on western-style fast food from all walks of life. Many people think that western-style fast food is unhealthy, even called junk food. Although western-style fast food has been advertised as healthy and balanced diet with the deepening of China market, its essence of fried food with high energy and high heat has not changed, and it is easy to be obese and carcinogenic if eaten too much. As far as consumers in western countries are concerned, Most of them have obesity and other phenomena, which even lead to cancer and heart disease. Nowadays, many western media have called on people to eat reasonably and reduce the intake of high-energy and high-calorie foods. In contrast, Chinese fast food is more nutritious, suitable for the physique and physical needs of Chinese people, and can be matched with meat and vegetables. In addition, protein and other high-fat and high-protein foods are balanced with vegetables and fruits rich in vitamins. Indeed, it is a relatively healthy diet. Western-style fast food, a new dietary choice, attracts many consumers, but it may only be a curiosity and impulse in the early stage of consumption. However, when consumers become really familiar with western-style fast food, all consumption behaviors will become rational. Chinese fast food has relatively few problems in this respect, and it is healthier than western-style fast food with high energy and high calorie.

Furthermore, in terms of taste and food varieties, There are also some differences between Chinese food and western food. Western food stresses scientific nutrition, while China food stresses beauty in color, fragrance and taste. Therefore, the monotony of the west is in sharp contrast with the richness of China, which is the biggest difference between eastern and western food. Hamburgers, French fries, fried chicken and western fast food have also changed. After coming to China, although some Chinese soups, porridge and rice have been introduced, they are, after all, China's things, and it is difficult for them to do so. The price of KFC is not cheap in China. However, Chinese food is ever-changing, and everything that flies from the sky to the water can be used for cooking. There are also several major cuisines, which make people eat endlessly. Some consumers think that Chinese food is delicious and varied. They think that although there are many varieties of foreign fast food, China snacks contain different customs of east, west, north and south. Variety changes are rich and colorful. These are the manifestations of the profound food culture of Chinese fast food.

At the same time, western fast food has also formed a unified brand, a professional management and production model, and even a corporate culture. In production, western fast food has a professional and standardized production process, which is beneficial to large-scale production and easy to form a scale market and franchise chain management system. At the same time, standardized production can get rid of human factors. Make the quality and hygiene conditions in a controllable state, which is easy to copy and form a brand effect. This not only ensures the quantity but also the quality. In terms of service, the leisurely Mona Lisa smile has almost become the symbol of western-style fast food restaurant waiters. As a service industry, service attitude is particularly important. Western-style fast food enterprises attach great importance to the cultivation of employees' quality. Before taking up their posts, they will conduct unified training for their employees. After taking up their posts, Every month, the best employees in a store will be selected. This ensures that their employees have high quality, thus attracting customers' secondary consumption and increasing their corporate benefits. At the same time, Western-style fast food is willing to advertise. Advertising is very important, and establishing a good image is the key. Some consumers think that it is a good way for businesses to often engage in activities and advertise to pull in the relationship between consumers and businesses. In addition, the brand image of KFC and McDonald's has been deeply rooted in the hearts of Chinese people for decades. It has formed a unique corporate culture. For example, when passing through KFC and McDonald's, we will see KFC's sister dancing with children from time to time. KFC and McDonald's have successfully captured the psychology of parents in China, and children are willing to spend money if they like it and are happy. Also, they will be given exquisite small toys when buying a set meal. Love umbrellas provided to customers in rainy days, etc. These subtle concerns all reflect the "people-oriented" corporate culture of this western-style fast food enterprise, which has already far exceeded the material enjoyment brought by the food itself. Once it surpasses the food itself and becomes a culture, the scope and ways it can spread will be greatly increased, not limited to food, forming a unique cultural complex. So as to bring more economic benefits to western-style fast food enterprises. While western-style fast food enterprises are branding in full swing, Chinese fast food is silent, just quietly hiding in the corner of the city, silently waiting for some old customers and waiting for this "shop", without thinking of turning it into an "enterprise". As everyone knows, the "Western-style fast food army" has already threatened their survival behind them. It is precisely because there is no unified brand that the production of Chinese fast food cannot be done. Streamlining has led to a series of food hygiene and safety problems in Chinese fast food. It has also led to the lack of unified management, so the quality of employees in Chinese fast food is often low. At the same time, it has also made the promotion of Chinese fast food unable to keep up, making it a big gap with western fast food in food culture.

In view of the above analysis and investigation, we think that although Chinese fast food is not as good as western fast food in terms of sanitary environment, corporate brand and management, However, Chinese fast food is widely accepted by China people, which is economical and more suitable for China people's eating habits. It has a large market base in China, and its development prospect is still very broad.

Nowadays, it is not difficult for us to find some clear and prosperous Chinese fast food on the street. For example, Li Qing Bao Dian, on Antai Road in Fuzhou, almost always has a long queue at the door of the store at lunch and dinner time. The reason is because of their good craftsmanship. The food is delicious and healthy. The Liangsao restaurant chain in Fuzhou, which was established in 22, has gradually become a new force and leader in the fast food industry in Fuzhou after several years of sincere management.

For Chinese fast food, its main problems are caused by poor consumption environment and chaotic management. Therefore, Chinese fast food restaurants should try their best to create a warmer dining environment for customers. Be concise and generous in decoration, and be quiet and tidy in environment, so that customers can enjoy China's traditional cuisine more happily. At the same time, Chinese fast food should have a unified brand and be managed professionally. As a manager of Chinese fast food restaurants, they should also formulate appropriate management plans and marketing strategies, strengthen enterprise management, and make it orderly and not messy. For example, they can concentrate on training chefs and employees, improve the quality of employees and cultivate good service attitude, and also increase publicity. Let people know more about modern Chinese fast food. At the same time, Chinese fast food can also learn from the advanced technology of western fast food, implement specific standardized production processes, and mass produce on a large scale. For example, we can mass produce semi-finished products in factories, and then take them to stores for processing and heating, which not only ensures quantity and quality, but also solves health problems. We should have our own fast food brands and form a certain management system. In this way, it is easy to form a large-scale market and franchise chain management system. We should also make use of the existing advantages of Chinese fast food, such as unique taste, nutrition and workmanship, which are more suitable for China people's eating habits and have a large market base, so as to improve the market competitiveness of Chinese fast food and create a characteristic fast food brand belonging to Chinese people. In addition, we should also make use of the existing price advantages to attract customers by price, thus occupying more market share.

Of course, The development momentum of western-style fast food should not be underestimated. KFC and McDonald's, as two western-style catering brands, have an unshakable position in China's catering market. In recent years, western-style fast food has been trying to integrate into China's traditional catering culture and launched a series of breakfasts, such as Anxin fried dough sticks and egg congee, in order to further attract more tourists from China.

For this, based on the above surveys, we believe that from the perspective of food health, Western-style fast food should be made more nutritious, minimize the impact of high-temperature and high-calorie food on customers' health, people-oriented, and attract customers from the food itself. At the same time, western-style fast food should not be priced too high, and should be priced reasonably within the range of consumers' psychological tolerance to attract more consumers. And, western-style fast food should make these traditional China foods more authentic, so as to win the favor of consumers. < P > But whether it is Chinese fast food or western-style fast food, I believe that only real.