In recent years, the development of China's catering industry is very rapid, food and beverage turnover for 18 consecutive years to achieve the two digit high speed growth, the future is expected to maintain more than 17% of the speed of development, industry development prospects! It can be said that China is in a period of great development of the catering industry, the market potential is huge, the prospect is very broad, long-term development trend is good.

　　但是，走进餐饮市场，我们发现这样一个问题：中餐上市企业非常少，这说明餐饮市场还不够规范，行业集中度不高。为什么会出现这样的情况呢？主要原因在于餐饮企业对定位概念的模糊不清。目前，餐饮企业在发展中普遍存在三个误区，下面我们一起来看一看！

　　However, into the food and beverage market, we found that such a problem: Chinese listed companies are very few, this shows that the food and beverage market is not standardized, industry concentration is not high. Why is there such a situation? The main reason lies in the catering business to locate the concept of fuzzy. At present, the development of food and beverage companies in the common existence of three errors, we look at the following together!

　　1、拓展业务

　　1, expanding business

　　餐饮企业在发展中会陷入这样一个误区，即拓展业务。比如：麦当劳是主营汉堡的，但是看到肯德基的炸鸡卖得不错，也跟着开发了麦乐鸡，这是一种。还有一种是在主营餐饮业务的基础上，又进一步延展业务领域，比如火锅外送等。更有甚者，把业务触角延伸到不相关的领域。

　　Catering enterprises in the development will be caught in such a mistake, that is, to expand the business. For example, McDonald's is the main burger, but saw KFC's fried chicken sold well, but also followed the development of the Mai Le chicken, which is a kind of. There is a main restaurant business, based on the further extension of the business field, such as the delivery of hot pot, etc. What is more, the business tentacles extend to unrelated areas.

　　拓展业务是典型的战略不清的表现，也是“东方不亮西方亮”的观念作用的结果，希望多开点花。但这根本就是一个看起来美丽的泡沫，只会损害品牌长期价值。美国星旗公司的前副总科尔曼·沙利文就深有感触地说过：“聚焦于餐馆业务而不是一家业务宽泛的饮食服务公司，的确是一项战略性的决定。”

　　Expand the business is a typical strategy is not clear performance, but also the east does not light the west, the concept of the role of the results, hoping to open some flowers. But this is simply a bubble that looks beautiful, it will only damage the long-term value of the brand. American star's company's former deputy general Coleman Sullivan is a deep sense of touchdown said: focus on restaurant business and not a broad diet service company is indeed a strategic decision. "

　　2、模仿对手

　　2, imitate opponents

　　跟风与模仿是我国企业的一大特色。事实上，如果你的模仿对象已经在消费者心中建立了不错的口碑，那模仿是没有出路的，因为模仿的出发点就是“比竞争对手做得更好”！但是，做得更好消费者就会认可吗？当然不会，因为消费者只接受与自己认知相一致的信息，其他的都不予理会。所以，你的产品做得再好，消费者还是会选择他们信赖的品牌。

　　Follow suit and imitation is one of the major features of Chinese enterprises. In fact, if you have a copy of the object in the minds of consumers have established a good reputation, that imitation is no way out, because the starting point is to imitate better than competitors do"! However, do better consumers will recognize it? Of course not, because consumers only accept the information consistent with their own cognition, the other are ignored. So, your products do better, consumers will choose their trusted brand.

　　3、品牌延伸

　　3, brand extension

　　品牌延伸更是一种不明智的行为。当“霸王”洗发水成了“霸王”凉茶的时候，你还敢喝吗？所以，当你的品牌还没有成长为一个强大的数一数二的品牌时，不要试图进行品牌延伸，那样的话，只会使品牌更加虚弱。

　　Brand extension is an unwise act. When the "overlord" shampoo became "overlord" herbal tea, do you still dare to drink it? So, when your brand also did not grow up to be a strong one of the best brand, don't try to brand extension, that will only make the brand more weak.

　　您的满意，是我们的追求，让我们携手共创二十一世纪美好明天！我们公司将一如既往的珍视客户的厚爱和信任，永远追求完美服务品质，书写让客户满意的答卷。

　　Your satisfaction is our pursuit, let us join hands in creating a better tomorrow in twenty-first Century! Our company will pay the value the customer's trust and love, always in pursuit of perfect service quality, writing so that customers are satisfied with the answer.