題目：中式快餐發(fā)展策略分析以保定“老驢頭”為例院系：文學(xué)與傳媒學(xué)院專業(yè)：廣告學(xué)班級(jí)：2007級(jí)2班姓名：戶衛(wèi)邦學(xué)號(hào)：200701020052指導(dǎo)教師：辛志英2011年5月05日畢業(yè)設(shè)計(jì)（論文）I中式快餐發(fā)展策略以保定“老驢頭”為例【摘要】中華美食博大精深，源遠(yuǎn)流長(zhǎng)，近年來(lái)中華美食在世界各地都非常流行，而且獲得了世界的認(rèn)可和美贊。但是中式快餐的發(fā)展卻一直舉步維艱，造成這種狀況的原因，一方面是中式快餐自身缺乏一些整體策略，尤其缺乏品牌意識(shí)與廣告的傳播意識(shí)。另一方面，肯德基、麥當(dāng)勞等國(guó)際快餐巨頭在我國(guó)的登陸和迅猛發(fā)展，極大的阻礙了中式快餐的發(fā)展，使我國(guó)中式快餐生存環(huán)境更為局促?？上驳氖且员６ā袄象H頭”為代表的幾家中式快餐店，成為中式快餐發(fā)展中的勁旅。目前關(guān)于中式快餐的研究主要是在國(guó)內(nèi)領(lǐng)域，而且對(duì)其研究沒(méi)有形成完整的理論體系，只是基于某些方面的研究，例如對(duì)產(chǎn)品、服務(wù)、標(biāo)準(zhǔn)化生產(chǎn)等方面的研究，這些研究都在某些方面促進(jìn)了中國(guó)快餐業(yè)的發(fā)展，但要形成一個(gè)完整的理論體系還有很長(zhǎng)的路要走。本文主要以保定“老驢頭”為例，分析其經(jīng)營(yíng)狀況和經(jīng)營(yíng)策略，以及利用案例分析和對(duì)比的方法，分析中式快餐發(fā)展的現(xiàn)狀以及外國(guó)快餐在中國(guó)的發(fā)展情況，通過(guò)對(duì)二者的比較找出中式快餐的優(yōu)勢(shì)與劣勢(shì)，找出外國(guó)快餐值得借鑒的地方。從而為中式快餐的發(fā)展，提出一些可行性的建議與策略?！娟P(guān)鍵詞】中式快餐發(fā)展策略品牌策略“老驢頭”查詢中心碩士研究生考場(chǎng)姓名：戶衛(wèi)邦考生編號(hào)100331020320205考點(diǎn)：河北師大附中考點(diǎn)地址：中山東路315號(hào)考場(chǎng)：023座次：21II“Thesmallstature”has“thebigwisdom”todiscussthelivelihoodofthepeoplenewstwotimestoleap【Abstract】Thelivelihoodofthepeoplenewswasourcountryinrecentyearsaprosperousnationalheadlinestype,eachkindofmediatookitinthekeencompetitionattractsdaybydayreadersimportantmeansthatandhasmadetheverygoodprogress.Strictlyspeaking,thelivelihoodofthepeoplenewsispaysattentiontothecommonpeoplebasicnecessitiesoflifethenews,isreflectsthecommonpeoplelaughter,anger,sorrowandhappinessthenews.Thenewsbasicfunctionistheconveyinformation,themonitorsocialenvironment,sendsouttheearlywarningsignalpromptly,guidesthepeopletomakeuseoffavorableconditionsandavoidunfavorableconditions.Thelivelihoodofthepeoplenewsexpressionpublicopinion,isthepublicmindexchangeplatform.Asthesociologicalsignificancein“thesafetyvalve”,itcollectsthepopularfeelingsandthroughthefeedbackmechanism,realizestheopinionsandrequirementsofthemassesmadeknowntotheupperlevelsorinformssubordinatesaboutpolicies,regardingthedispelprejudiceandthemisunderstanding,themeltcontradiction,maintainsthesocietystablytohavetheindispensableinfluentialroleharmoniously.Therefore,detectedthatthelivelihoodofthepeoplenewsinthepresentworldssignificance,theresearchlivelihoodofthepeoplenewshasthedevelopmentprocesstobeverymeaningful.Inrecentyears,thelivelihoodofthepeoplenewsisinfashionthenation,alreadybecamemediaandsoontelevision,newspaperauniquescenery.Thelivelihoodofthepeoplenewsattentionpublicsentiment,thepublicopinion,thefocusingsocietyhotspot,thedifficulty,theshowingservicelivelihoodofthepeople,thehumanistdisseminationidea,receivetheaudienceandreaderswidespreadapprovalandunprecedentedwelcome.Butalongwiththelivelihoodofthepeoplenewssprosperity,mediocre,thetrivialfragmentation,homogenizationquestionsandsoonentertainmentalsoaccompanieslives,thesequestionsarepuzzlingthelivelihoodofthepeoplenewshealthydevelopmentseriously.Tofurtherrichconnotation,thedevelopmentspace,thepromotionquality,fullyrealizetheeffectivedissemination,presentlytothelivelihoodofthepeoplenewssindevelopmenttwopromotion,aswellasinthispromotesthedisseminationstudyvaluewhichcontainsandsoon.【KeyWords】ThepeopleslivelihoodnewsPublicnewsPost-modernpeopleslivelihoodnewsIII目錄引言.1一、民生新聞的涵義.1（一）“民生”一詞的由來(lái).1（二）民生新聞的含義.1（三）民生新聞的歷史淵源.1二、第一次飛躍：從民生新聞到公共新聞.n（一）民生新聞的特質(zhì).n（二）民生新聞的誤區(qū).n（三）公共新聞.n（四）民生新聞與公共新聞的關(guān)系.n1.民生新聞與公共新聞的區(qū)別.n2.民生新聞與公共新聞的聯(lián)系.n3民生新聞對(duì)公共新