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中国食品在近几年间越来越受到欢迎;中国快餐店的数量也在逐渐增加,尽管已经有许多中国快餐店在朴茨茅斯已经存在，但在朴茨茅斯仍然有没有占领该市场的中国快餐连锁店，因此试图扩大他们的市场。这篇文章旨在找出人们对中国食品的态度,是否有机会在朴茨茅斯扩大他们的快餐市场。在朴茨茅斯对103名受访者进行了问卷调查。问卷调查的结果表明，人们的态度一般对中国食物是积极的,而且可能有机会在朴茨茅斯扩展他们的快餐连锁店市场，其他中国食品公司可以从中吸取一些经验。
本节的目的是展示这个项目的背景信息,这个项目的意义以及这个项目的目的和目标。
大部分人都有去快餐店的经验。快餐行业是为数不多的几个行业,可以被描述为全球性，因为这个行业的雇佣人员多达好几个亿且遍布全世界。
Chinese food is becoming more and more popular in recent years;the numbers of Chinese fast food restaurants is gradually increasing.Though there are already many Chinese fast food restaurants existing in Portsmouth,but there is still no Chinese fast food chain trying to expand their market in Portsmouth.This project aims to find out people’s attitude on Chinese food and whether there is an opportunity for Fairwood fast food expands their market in Portsmouth.A questionnaire survey has been conducted by 103 respondents in Portsmouth.The results of the questionnaire suggest that people’s general opinion on Chinese food is positive,and there may be an opportunity for Fairwood fast food chain expands their market in Portsmouth.And other Chinese food company may be able to draw lesson from the implication of the results.
The purpose of this section is to present the background information of this project,the significance of this project,and the purposes and objectives of this project as well.
Most people have the experience of going fast food restaurant.Fast food industry is one of the few industries that can be described as global because its numbers of restaurants in the world and employment of the industry that many millions of people are employed in the whole worldwide(Royle&Towers,2001).People choose fast food restaurants because of their inexpensive price and quick service.And with the trend of more and more popular of Chinese food at the present time,most people consider that Chinese food is attractive and they would be happy to have Chinese food.One thing that needs to be explained is that most people in Portsmouth consider that the Chinese restaurants they see in Portsmouth is different from Chinese fast food restaurant,but in fact,people in China call the kind of Chinese restaurant that existing in Portsmouth Chinese fast food restaurant.The consumers for Chinese fast food restaurant are not only Chinese people,but people who are living in Portsmouth.The reason of choosing this topic is because there are many native people living in Portsmouth always go to Chinese fast food restaurant,and there are also many Chinese who would be frequent customers for Chinese fast food restaurant living in Portsmouth,which make people suspect that if there is a famous Chinese fast food restaurant chain which already have good reputation in China existing in Portsmouth,people may prefer to choose it because its brand image.
Chinese food is famous for its variety of choices and tasty.However,though Chinese food is very popular at the present time,people can hardly see any famous Chinese fast food restaurant chain in Portsmouth in their daily life.Fairwood fast food is one of the most famous Chinese fast food restaurants in China,and it is chosen as the target subject in this project.The results of this project would give the suggestion on how can Fairwood fast food restaurant expanding their market in Portsmouth,moreover,other Chinese fast food restaurant chain might also draw lesson from this project while they expanding their market overseas as well.
The purpose of this project is to investigate how Fairwood Fast food can expand their market in Portsmouth.This project is focused on the future of Chinese restaurant in Portsmouth.The objects of this project are:
?To critically review the academic literature about fast food and food consumption
?To investigate people’s attitude about Chinese food.
?To discover what would be the factors influencing people choose Chinese fast food restaurant.
?To analyze the questionnaires to confirm whether there is an opportunity for Fairwood Fast food to expand their market in Portsmouth.
To conclude how Fairwood Fast food can expand their market in Portsmouth and give recommendations.
A large part of this chapter is to critically review literature towards fast-food restaurant and trend of food consumption.This chapter will investigate both fast food restaurants and food consumption through following stages:
?What is Chinese Fast food Restaurant?
?Introduction of Fairwood Fast food
?Current situation of fast food market in Portsmouth
?The future of Chinese fast food restaurants in Portsmouth
There are many different types of restaurant nowadays,such as casual dining restaurant,family style restaurant,fast food restaurant and fine dining restaurant.All of these restaurants are the results of the years of development in food industry.In the literature review,fast food restaurants was chosen as the target subject because their rapid development.As Chemelynski(2004)states that generally speaking,fast food restaurants are mainly selling limited lines of drinks and offering food items such as hamburger,fish,chicken,or roast beef sandwiches for their consumption either in the places near the restaurants or take home.Though the definition of fast food restaurant has already been explained clearly,Chinese fast food restaurant is not the same with traditional western fast food restaurants.A large difference between traditional western fast food restaurant and Chinese fast food restaurant would be Chinese Fast food restaurant mainly offer their customer with rice,soup and Chinese dishes,instead of fish,chicken or hamburger.Moreover,Chemelynski(2004)also indicates that fast food restaurants are always at an inexpensive price,suitable for different age of customer,and offering meal service as well as snack service.Customers order and pick up the food at the counter and seating is also available,but customers are not served.Though the main food that served by Chinese restaurant are different,the price for the food in Chinese restaurants are also reasonable,which regard all age of people as their target consumer.People in Chinese restaurant would buy food in counter,and collect food near the counter,which is similar to western fast food restaurant.
