Dissertation Submitted to
Hebei GEO University
for
The Master Degree of
Business Administration Major
Research on the competitive Strategy of Local time-honored
Brands of Z Catering Company
by
PengWei Gao
Supervisor: Prof.HanXin Wang
December 2021

河北地质大学硕士学位论文
摘要
餐饮业的老字号，积淀了历史，人文，经历了时间洗礼，是城市名片，也是一方
水土养育一方人的人民回忆，随着国家和地方的法律、政治、社会人文、经济、技术
等外部环境的斗转星移，也随着这些斗转星移，老字号企业经历了兴盛、衰败。但是
品牌和味道作为一种特殊的媒介，一代一代得以传承，也是地方值得保留的一种传统
文化。
本文研究的本土老字号，品牌创办近四十年，是 50，60，70及部分 80后的味蕾
记忆。2018年底，Z餐饮公司总经理作为非物质文化遗产传承人接手经营本土老字号
百尺杆，作为新的运营团队，应该怎样着手发展，利用外部的机遇，转化内部的劣势，
激活奄奄一息的本土老字号呢？本文视角站在战略管理的角度制定了竞争战略。
通过访谈，实地考察，问卷调查、文献综述等方式搜集信息，并依据战略管理所
学知识，将 Z餐饮公司内外部环境进行剖析，以求寻找机遇，避开威胁，发现自身优
势与劣势；外部使用 PEST分析理论、波特五力模型行业竞争态势分析及主要竞争对
手分析，并通过 EFE外部因素评价矩阵给出定性分析结论；内部从财务资源、人力资
源、企业无形资源及核心竞争力分析，发掘内部的优势与劣势，并通过 IFE内部因素
评价矩阵给出定性分析结论；战略选择运用 SWOT综合分析矩阵做出竞争战略和职能
战略共 15条备选战略，初步给出解决方案，但以上不足以量化；最后，将各因素放
入 QSPM矩阵，进行定量分析，最终选择出差异化战略，结合公司总体战略阶段和目
标做出具体实施方案，实施产品差异化、选址差异化、品牌差异化。以求奄奄一息的
本土老字号作为石家庄本土的特色餐饮继续传承，同时也能为餐饮业的地方老字号提
供一定借鉴意义。
关键词：餐饮业本土老字号竞争战略
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Z餐饮公司本土老字号竞争战略研究
ABSTRACT
The time-honored brand of the catering industry, which has accumulated history,
humanities and experienced the baptism of time, is not only the business card of the city,
but also the memory of the people who are nurtured by soil and water on one side. with the
changes of national and local laws, politics, social humanities, economy, technology and
other external environment, time-honored enterprises have experienced prosperity and
decline. But as a special medium, brand and taste can be passed on from generation to
generation, and it is also a kind of traditional culture worth preserving in the place.
The local time-honored brand studied in this paper, which has been founded for nearly
40 years, is the taste bud memory of 50 people, 60, 70 and some post-80s. At the end of
2018, the general manager of Z Catering Company, as the inheritor of the intangible
cultural heritage, took over the management of the local time-honored brand. As a new
operation team, how should we proceed with development, make use of external
opportunities and transform internal disadvantages? how to activate the dying local
time-honored brand? This paper formulates the competitive strategy from the perspective of
strategic management.
Collect information through interviews, field visits, questionnaires, literature review,
and according to the knowledge of strategic management, analyze the internal and external
environment of Z Catering Company, in order to find opportunities, avoid threats, and find
their own strengths and weaknesses; external use of PEST analysis theory, Porter five
forces model industry competition situation analysis and main competitor analysis, and
through the EFE external factor evaluation matrix to give a qualitative analysis conclusion
Internal analysis of financial resources, human resources, enterprise intangible resources
and core competitiveness, explore internal strengths and weaknesses, and give qualitative
analysis conclusions through IFE internal factor evaluation matrix; strategic choice uses
SWOT comprehensive analysis matrix to make a total of 15 alternative strategies for
competitive strategy and functional strategy, and gives a preliminary solution, but the above
is not enough to quantify. Finally, put various factors into the QSPM matrix, conduct
quantitative analysis, and finally choose the travel differentiation strategy, combined with
the company's overall strategic stage and objectives to make a specific implementation plan,
the implementation of product differentiation, location differentiation, brand differentiation.
In order to seek the moribund local time-honored brand as the local characteristic catering
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