“双创”背景下各种新产业、新模式、新业态不断涌现，有效激发了社会活力， 释放了巨大创造力，成为经济发展的一大亮点，这种态势在餐饮企业中表现尤为明显， 其中小吃为主营业态的门店营收同比增速最快，小吃作为中国餐饮行业的重要组成部 分，活跃了中国经济，解决了部分就业问题，同时开启了不少家庭和个人的创业、致 富之路，有助于社会稳定。四川降龙爪爪餐饮有限公司便是在双创的大背景下创立并 迅速成长发展的一家企业。其创始人以10平米的小门店开启创业经历，能够在餐饮竞 争异常激烈的四川创立、存活并迅速发展的核心原因是什么值得分析，这些因素对新 创企业会有借鉴意义，但其在快速发展中遇到的加盟商等无法完全贯彻公司的标准化， 追逐短期利益等与企业价值诉求点不一致的冲突、在行业壁垒较低，模仿者必然很快 出现的情况下，降龙爪爪如何保持企业持续的竞争优势从而开创属于企业真正的“蓝 海”更需要探究。 本文根据真实企业案例，通过对降龙爪爪战略演变过程的梳理和其快速发展过程 中各种典型现象、突出的矛盾的描述，一方面可以看出降龙爪爪作为新创小微企业找 准了企业的定位，即做“热卤小吃的领导品牌”，也确定了直营+加盟的商业模式。降 龙爪爪在探索保持产品差异化的同时努力降低成本的“蓝海”之路，其能够快速发展、 开创蓝海的关键是产生了价值创新，并遵循了开创蓝海的合理顺序。另一方面其仍应 致力寻找保持持续竞争优势的价值曲线。本文结合4C营销理论，从消费者角度绘制 出降龙爪爪目前的价值曲线，分析其存在的问题，并通过产业布局图呈现降龙爪爪未 来应有的战略全局。最后，根据蓝海战略持续性的理论知识，结合降龙爪爪的行业特 点，找到通过协调价值、利润和人员三项主张，从而增强企业战略协调壁垒，开创真 正的蓝海的对策方案。本文基于蓝海战略的视觉，聚焦于“降龙爪爪”此类餐饮企业 如何在行业壁垒较低的情况下，通过价值创新找到持续的竞争优势从而开创“蓝海”， 同时对新创企业或中小企业开创“蓝海”的路径提供借鉴意义。 关键词：降龙爪爪；蓝海战略；价值创新；竞争优势； 论文类型：案例研究 ABSTRACT II ABSTRACT Under the background of the Dual Initiative, various new industries, new models and new formats have emerged, effectively inspiring social activities, releasing a huge creativity, and has become a bright spot in economic development. This situation is particularly evident in catering enterprises. Among them, the store taking sales of snacks as the main business mode has the fastest growth year-on-year. Snacks as an important component for the Chinese catering industry has activated the Chinese economy and solved some employment problems. At the same time, it has opened up many families and individuals to start a business and become rich, which will contribute to the social stability. Sichuan Xianglongzhuazhua Catering Co., Ltd. is a company founded and rapidly growing under the background of the Dual Initiative. Its founders started their business with a small store of 10 square meters. It is worthwhile to explore the core factors why the company could be established, survive, makes profits and develop rapidly in the fierce catering competition in Sichuan province. These factors will be of reference for new ventures, while it is more necessary to explore how to maintain the sustainable competitive advantage of the company so as to create a real Blue Ocean under the background of the relatively low industry barrier and a definite appearing of imitators in very short time as the company encountered problems which are conflicting with its corporation value demands during its rapid development such as failing to fully implement the company’s standardization of the franchisees, or chasing short-term interests. Based on real enterprise cases, by reviewing the strategic evolution path and describing various typical phenomenon in the process of rapid development of Sichuan Xianglongzhuazhua Catering Company, this paper make it clear that, on the one hand, the company positions itself precisely as “a leading brand of hot brine snacks”, and has established a direct sale +franchise business model. The company is exploring the "blue ocean" road of maintaining product differentiation while trying to reduce costs. The key to its rapid development and creation of Blue Ocean is to generate value innovation and follow the reasonable sequence of creation of Blue Ocean. On the other hand, it should still try to find a value curve to maintain continuous competitive advantage. Based on 4C marketing theory, this paper draws the current value curve of Xianglongzhuazhua Catering Company from the perspective of consumers, analyzes its existing problems, and presents the strategic overall situation that Xianglongzhuazhua Catering Company should have in the future through the industrial layout. Finally, according to the theory of Blue Ocean strategy sustainability and combining the industry characteristics of Xianglongzhuazhua Catering 西南科技大学硕士学位论文 III Company, the author found the three propositions of coordinating value, profit and personnel, so as to strengthen the strategic coordination barriers of the enterprise and create the real blue ocean countermeasures. Based on the vision of blue ocean strategy, this paper focuses on how such catering enterprises as Xianglongzhuazhua Catering Company can find sustainable competitive advantages through value innovation to create a Blue Ocean in the case of low industrial barriers, and meanwhile provides reference significance for new enterprises or small and medium-sized enterprises to create a Blue Ocean. Keyword: Xianglongzhuazhua company， Blue ocean strategy，value innovation， competitive advantage Paper Type: Case Study 目 录 IV 目 录 1 绪论 ...................................................................................................................................... 1 1.1 研究背景及意义 ....................................................................................................... 1 1.1.1 研究背景 ........................................................................................................ 1 1.1.2 研究意义 ........................................................................................................ 1 1.2 研究内容和研究思路 ............................................................................................... 2 1.2.1 研究内容 ........................................................................................................ 2 1.2.2 研究思路 ........................................................................................................ 4 1.3 研究方法 ................................................................................................................... 5 1.3.1 文献研究法 .................................................................................................... 5 1.3.2 访谈法与问卷调查法 .................................................................................... 5 1.3.3 案例研究法 .................................................................................................... 5 1.4 创新点 ....................................................................................................................... 6 2 文献综述 .............................................................................................................................. 7 2.1 竞争战略理论 ........................................................................................................... 7 2.2 蓝海战略理论研究 ................................................................................................... 9 2.4 文献述评 ................................................................................................................. 11 3 案例描述 ............................................................................................................................ 13 3.1 行业背景 ................................................................................................................. 13 3.1.1 我国餐饮市场大众餐饮表现较好，小吃行业发展迅猛 .......................... 13 3.1.2 小吃市场新特点 .......................................................................................... 14 3.1.3 小吃行业存在的主要问题 .......................................................................... 14 3.2 公司简介 ...........