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白云汉莎航食地面市场战略研究

Acknowledgements第4-5页
Abstract第5-6页
摘要第7-8页
LIST OF Abbreviations第8-17页
1. Introduction第17-19页
    1.1 Research background第17-18页
    1.2 Research objective第18页
    1.3 Research method第18-19页
2. Literature review第19-28页
    2.1 Introduction to in-flight food and in-flight catering industry第19-21页
    2.2 Origin of in-flight food第21-22页
        2.2.1 The in-flight catering has become the civil mode from the militarymode with the development civil aviation第21页
        2.2.2 In-flight food is to balance the human internal pressure第21页
        2.2.3 The in-flight catering enterprise is formed to enhance the service quality and competitiveness of airline enterprises, and is improved with thedevelopment of aviation industry第21-22页
    2.3 Overview of the study of in-flight food in China第22-23页
    2.4 Strategic analysis model and tool第23-28页
3. Case description第28-37页
    3.1 Introduction to the enterprise第28-31页
    3.2 Cold-chain operation in-flight food第31-34页
    3.3 Difficult situation of the enterprise第34-37页
4. Case analysis第37-52页
    4.1 Situation analysis on Chinese in-flight catering industry第37-40页
        4.1.1 In-flight catering has developed from the "workshop" to "factory"第37页
        4.1.2 In-flight food has numerous types第37-38页
        4.1.3 In-flight catering enterprises have turned to be large-scale throughintegration第38页
        4.1.4 Diversified development of in-flight food customers. Over past many years, the development strategy of the in-flight catering enterprises haschanged第38-39页
        4.1.5 The obvious improvement of the quality of the in-flight food. As the in-flight food has the characteristics of wide contact surface and big fluidityand involves the aviation safety, the hygiene quality is very important第39-40页
    4.2 Analysis on the strategic situation of the enterprise第40-51页
        4.2.1 Challenge of the enterprise第40-43页
        4.2.2 Chances of the enterprise第43-46页
        4.2.3 Disadvantages of the enterprise第46-48页
        4.2.4 Advantages of the enterprise第48-51页
    4.3 Matching analysis第51页
    4.4 Summary of this chapter第51-52页
5. The strategy of the ground food market第52-56页
    5.1 Market entry point第52-53页
    5.2 Policy implementation第53-56页
        5.2.1 Establish the ground food service management system and make theon-site operation process第53-54页
        5.2.2 On-site equipment第54-56页
6. Conclusion and further discussion第56-58页
REFERENCES第58-59页

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