乡村基

null会计9班 《服务运作管理》第5小组会计9班 《服务运作管理》第5小组小组成员及分工 组长：贾登 Blueprint Customer satisfaction Development and Suggestions 组员：周琳玲 Introduce 唐冰欢 Service concept Competitors 陈曦微 Employee Satisfaction 卢文杰 Feasibility report Promotion and Pricing IntroduceIntroduce周琳玲nullLocationnull1996.11 Qunying Square Chong Qing2004.3 change name Country style chicken→ Country style cooking2006.5 publish book2007.2 enter Sichuan2010.4 141 branches all around China2010.9 in the USA listed 2011.4 138 branches in southwest ChinaChange nameChange name2004.3 bird flu spreaded. Country Style Chicken → Country Style CookingCultureCultureLi Hong,the founder of CSC,who was born in Chong Qing.Now,she is the current president of CSC. null以人为本 “如果一个团队的氛围不健康，一个员工的内心不开心，那么他又怎么能够将快乐传递给消费者呢？”李红是这样理解文化的投射关系。 “乡村基旨在提供最卓越的快速服务餐厅经验，同时也给予员工充满关爱的家庭归属感，让所有员工都得到成长与发展。”null雅安加油 我们在行动nullnullnullService concept and CompetitorsService concept and Competitors唐冰欢nullThe enterprise culture Customer first, the first in first out, with clean! Respect personal value, set up the confidence, I am the best! Work hard, there will be a return! A little progress every day! The enterprise values Honesty pragmatic, good faith integrity, seeking truth from facts. Unity cooperation, positive thinking and positive communication. Embrace change: change, positive innovation actively. Full: full engagement, strives for perfection. Results orientation: no excuses, performance oriented. Our mission: let every one enjoy country food customers have a pleasant dinner Experience, thus creating a higher food value. CSC service conceptnull The onstage staff service乡村基 Stage is important for us, the customer in addition to the choice of our dining environment, today can buy your product is the mood of the customer problem, the bar staff attitude, service, smile depends on at this point. null The hall staff serviceThe hall is also an important link in work. Our cleaning work and the speed of the meal is very important. quick and good dining environment to make the customer to get the greatest satisfaction, at the same time also make our work to achieve maximum efficiency .乡村基 null乡村基有如今规模的原因null乡村基的宣传理念同西方快餐相比，CSC的宣传不是通过网络以及电视媒体进行传播而是注重口碑进行传播，他们认为客户体验和口碑才是这个行业的主要传播渠道。乡村基在重庆开了74家店，成都49家店，集中在一个城市开店很容易引起口碑上的传播，如果确实价廉物美，很快就可以靠口碑竖起品牌，是最高效的传播方式，比起电视，报纸，网络等传播途径来说，而且是免费的，因为吃饭大都是一帮人去的多，很容易一传十，十传百。 其次,是促销,特别是新品推出时的促销活动.他们会在门口贴上海报图进行宣传CompetitorsCompetitorsnull 一、差异化战略 1、 Learn from the strong points of kfc，in the form of plates and considerate convenient room atmosphere. 2、 Make Chinese rice fast food is tomato egg soup and seasonal vegetables, you can also add rice, soup and seasonal vegetables. To ensure the quality and weight 3、 Formed its own combination of Chinese and western style dishes, but also stick to push the new a week, meet the needs of multiple populations. null4、 Price positioning in the low end of the street stalls of cheap a few dollars and western-style fast-food dozens, and find another space - in ten yuan to 20 yuan range expand survival. 乡村基的差异化战略既避免了与西式快餐直面竞争的危险，也把自身同传统的中式餐馆区分开来，同时还为自己留下了盈利空间。 null 二、成本领先战略 1、 选址优势 乡村基一般的都会与家乐福、百货等购物大超市合作， 自己安排在这些超市内或附近，从而保证客源。null 2、规模化 走规模化工业生产、集中配送、做大做强的道路 原料采购当地化：由于大重庆，大四川的农业比重大的原因， 农产品价格是相对较低的。乡村基的大量采购可以争取到低价进货。 食品批量制作：一方面是由于客源好，众多顾客同时需要的食品数量多；同时中式菜品也不象薯条等有严格的出炉时间控制。 服务批量进行：服务人院分工合作，每步都有专人负责。汤、菜、饭，由专人分小份装好，再由前台服务人员将几种菜品组合在一起，劳动效率高  专业化的分工和流水作业使其具有极高的效率。顾客自行点餐取餐，减少了服务成本。乡村基的成本领先战略可谓棋高一筹。  null三、挑战战略null 2012年乡村基与肯德基的利润比较 单位：万美元竞争重点竞争重点消费市场：中低档 产品组合：中西合璧 企业形象：健康快餐领跑者 管理：现代先进的管理模式 竞争模式：只搞直营或联营 Employee Satisfaction Employee Satisfaction 陈曦微null 1: Work place 2: Rest schedule 3: Welfare 4: Employee Relationship nullWork place 1:comfortable 2:very clean 3:cool and warmthnullShortage of work place Provide some small seat for employee .Offer retiring room for employee .Sense of belonging ( 归属感）null休息 ： 早班：8：00am——12：00am 休息3小时 3：00pm——7：00pm 晚班：11：00am——3：00pm 休息3个半小时 5：30pm——9：30pm 值班：11：00am——4：00pm 休息一个半小时 5：30pm——9：30 工作6天休一天假，自愿休假，不休假的那天可以算加班工资。 需要改善的地方： 值班时间不算加班工资，值班时间建议适当加点加班工资； nullRest schedulenullWelfare 工资主要由一般工作工资和加班工资构成，包吃住。 普通员工1800一月，经理工资视经理职位高低而定，但至少2000以上。 兼职工资1200一个月，也可以按钟点工计算，钟点工15元一小时，但是钟点工有时间规定，一般是在用餐高峰期，但是用餐高峰期通常只有2小时。 nullSome suggestion about welfare : 1:值班时间应该适当添加加班工资; 2:按月计算的兼职工应该提升工资; 3:低职位的经理的工资稍为有点低，2500以上比较合适。 nullEmployee Relationship1: 融洽和谐 2：团结 共进退 3：互相帮助nullStrong point : 每天下午会开一个10分钟短会 ，一个月一次员工大会 。 weakness: 户外活动较少，没有组织员工娱乐活动 。 Suggestions : Organization employees to participate in outdoor activities more often . null关于乡村基 食品安全问题 　　 乡村基 直营连锁形式、集中式生产、标准化产品、中央配送等方式来持续保证所提供的产品质量及服务都是最优秀的 。 乡村基凭着十年持续保证的良好品质、优质服务以及舒适典雅的环境在快餐市场拥有了强大的顾客群，成为顾客最喜爱的用餐场所之一；也是大型购物中心及百货商场的最佳配套项目。乡村基提供丰富、美味、新鲜的健康饮食，成为追求健康、时尚人士的首选品牌，力争打造最快捷服务的中国快餐第一品牌。 关于乡村基 食品安全关于乡村基 食品安全1、乡村基的食材、油肯定没有任何问题。 2、饭都是2小时之内做好的。 3、牛排现煎，米线现做，水果、蔬菜、肉全新鲜。 4、顾客均可以看到厨房里面工作情况。 5、餐具清洁不干净，未经过消毒。null“卫生门”事件 在2011年11月，经潜伏在其内部的记者报道，成都“乡村基”双桥店曝出食品卫生安全问题：存在收菜油反复使用，工作人员不带手套揉搓食物、用手搅拌蛋液、在地上分解冻牛肉等。 经相关部门的调查， 此事件不属实。 接下来，食品药品监管部门对全市乡村基所有连锁店进行了全面排查，并在各门店抽取了49批成品菜肴中的食用油脂送检。法定检测机构对抽样食用油的酸价和过氧化值进行检验，样品均符合规定。 Feasibility report and Promotion and Pricing Feasibility report and Promotion and Pricing 卢文杰null 1、market environment analysis（1）、Opportunities ①、Chinese market has development potential ②、Chinese fast food , local advantage ③、Farmers to cities, huge potential consumersnull（2）、Threat ①、Domestic competition in the fast food ②、International competition in the fast food ③、New fast food brand ④、Cost increase 1、market environment analysisnull 2、Consumers of psychological analysis ①、Price ②、Brand ③、Eating habits ④、convenientnull 3、pricing (1)、 Regional pricing (2)、 General pricingnullnullnullnull(1)、Buy 300 send tickets Buy 100 send 10 4、Promote(1)、Buy 300 send tickets Buy 100 send 10(2)、New products every month(2)、New products every month(3)、coupons(3)、coupons(4)、Afternoon tea(4)、Afternoon tea Promote suggestCustomer satisfactionCustomer satisfaction贾登nullAt first , I want to show you a questionnaire about CSC.Young people's restaurant nullMonthly income of customersWe can know the monthly income influence is small.nullThe restaurant’s fitment This score is 4.99,we can know the customers think CSC’ fitment need to improve. nullRestaurant environment This score is 4.88 , we can know the customers think CSC’ environment is very normal and need to improve.nullThe address of the CSC’ restaurant This score is 5.29,so the customers think address is reasonable and convenient. nullService AttitudeAlmost 80% of customers think the CSC’ service attitude is very polite or enthusiasm, so we can know in this respect, the CSC’ is doing well. nullService speed I think the service speed is very important in a fast food restaurant. This figure we can know the customers think the CSC’ service speed is normal , so the CSC’ service speed need to improve, if they didn’t , they will lose some customers. nullService satisfactionThis figure we can know only 12.82% of customer Are not satisfied with the CSC, and 38.46% of customer think the satisfied is normal ,so,The CSC must make this part of the customer become satisfied. Development Suggestions to CSCDevelopment Suggestions to CSC贾登Targeting market segmentsTargeting market segments1、Chinese fast food——rice food 2、Regularly rolls out new dishes 3、Price 4、customer group——children or old man 5、Brand: Chongqing→Nationwide Seeking differentiationSeeking differentiation1、Do something different from other fast food 2、Try to go to some school 3、Higher sales promotion 4、More special cuisine Corporate CultureCorporate Culture1、Respect for training employees 2、To build a innovative core technical team 3、Standardization strategy ServiceService1、To improve Table Turnover Rate. 2、Reduce customer wait time 3、Effective use of time 4、 Setting up customer information systems 5、Standardization strategy null