“XIANGXINWO，NIBUKENENGMANZUXIAOFEIZHEDESUOYOUXUQIU!CHAPINGJIHUSHIMEIYIJIACANYINQIYEDOUHUIYUDAODESHIQING，DANGNIFUWUHAODESHIHOU，TAMENJIUHUITIAOTINIDECHANPIN;NIDECHANPINTISHENGLE，TAMENYOUKENENGDUINIDEHUANJINGYOUGENGGAODEYAOQIU，TAMENSIHUYONGBUYANZU，MIANDUIBUJIANDUANDECHAPINGGAIZENMEBAN?JINTIANJIURANGWOMENLAIKANKANNEIXIEDAPAIMENRUHEMIANDUICHAPING。”
JINNIANXINXIANCHULUDETemkin Experience Ratings(PINGFENJIYUXIAOFEIZHEFANKUI)KUAICANBANGDANLIMIAN，MAIDANGLAOHEHANBAOWANGLIANGJIAGONGSIYOUFEICHANG“WUGU”DEDIANLEDI。SHIHOU，MAIDANGLAODEFAYANRENZAIJIESHOUCAIFANGSHIBIAOQINGSHOUSHANGYANCIZHONGKEN：“WOMENZHENGZAINULIZUOYIGEGENGHAODEMAIDANGLAO，WOMENZHENGZAIZUOHENDUODEGAIBIANYUCHANGSHI，WOMENZAITIGONGQUANRIZAOCAN，ZAIJIANHUACAIDAN，ZAIGAISHANSHICAI，ZAISHENGJIDIANPUSHITAKANSHANGQUGENGYOUBIGE，WOMENXIANGXINMAIDANGLAOHUIYINGLAIHAODEJIEGUO(WOJUEDEYINHANTAICISHI：NANDAOZHEIXIEHAIBUGOUMA?GUKEYANJINGXIAMA!!!)。
RANERSHISHISHI，ZUIJINDEMEIGUOKUAICANPINPAIJISHIHENNULI，CHUJINGQUEBINGBURONGLEGUAN：BUJINBEIDALIANGXINJINXIUXIANKUAICANPINPAI(chipotle，sweetgreen,panera breadDENGDENG)FENGKUANGQIANGDUOZHEGUKEYUSHENGYI，ZIJIDEYUANGONGYEFENFENKAISHIQIYI，SHUOGONGZUOMEIYOUJIAZHIGAN，BINGQIEGONGZIBIAOZHUNGUODI。
HAOZAIYOUDABADEKUAICANPINPAIKEYIBAOZAIYIQIKU：ZONGDELAISHUOJIUSHIKFC,DAMEILELIANHEMAIDANGLAOYUHANBAOWANG，CHENGJIUBANGDANMOWEIDESHENQISIXIA。BENZHESUOYOUDENULIDOUBUGAIBEIGUFUDEJIAZHIXINTIAO，JINTIANWOJIULAIBANGTAMENPANDIANYIXIAZUIJINDEGONGZUOCHENGGUO，YIFANGBIANDAJIAHUOYOUQINGGULIHUOTUCAODAODI。
麦当劳的策略：优惠套餐、尝试新品
ZAIZHONGDUOWANHUIGUKEDETAOLUDANGZHONG，MAIDANGLAOZUIXIHUANLIANGGE，YIGESHITUIXINPIN，YIGESHITUIYOUHUITAOCAN，ZHAGENYUCHANPINHEJIAGESHANGDESHIHUI，YIZHIDOUSHIMAIDANGLAODEGUANJIANCI。
QISHIZHEICIKUAICANXINGYEDEDONGDANGYOUDUOYANZHONG，KANMAIDANGLAOYOUDUOPINJIUZHIDAOLE——TAJURANZHENDEDONGLEGAISHANSHICAIDENIANTOUBINGQIEFUZHUXINGDONG：XIANSHIJIDAN，XIANZAIYOUKAISHIZAISHIDIANXIANNIUROUHANBAO。
QISHIGAISHANSHICAISHIHENNANDEYIBUQI，YINWEITAYIWEIZHEYAOGENGHUANGONGYINGSHANG，ZHEIDUIYUMAIDANGLAOZHEIZHONGTILIANGDEPINPAIDEYINGXIANGJIHUSHIFANTIANFUDIDE。MAIDANGLAOMIANDUIRENMENDUIXIANNIUROUHANBAOGONGYINGLIANDEWENTIJIJINGFAWEN，HUIDAHENGANREN：(GAISHANSHICAI)ZHEIJIANSHIQINGJIRANSHIZAOWANYAOZUODE，BURUXIANZAIJIUKAISHI，XINDEGONGYINGSHANGWOMENHUIYIJIAYIJIAZHAO，YIGECHENGSHIYIGECHENGSHIDEZHAO，ZHIDAOHUOYUANCHONGZUWEIZHI。
RUGUOSHUOGAISHANSHICAIZHEIJIANSHIHAITAIJIANJUXUYAOSHIJIAN，HUANHUANTAOCANDEWANFADUIYUMAIDANGLAOYAOQINGCHESHULUDEDUO。SHUOBAILEJIUSHI，SHENGYIBUHAOZUOZANJIANGJIAMAIMA，DANSHIYOUBUNENGZHIJIEJIANG，NEIJIUBABAOKUANSHADEPINGEZUHE，ZAIYONGCHAOZHIDETAOCANJIAGEMAI。BIRUSHUOJINNIANNIANCHUDELIANGMEIYUANTAOCAN，GUKEHUALIANGMEIYUANJIUKEYIZAIZHIDINGCHANPINZHONGRENXUANLIANGJIAN，SUIRANHENKUAIDEMAIDANGLAOJIUBAJIAGEDIAODAOLE5MEIYUAN(XIANGDUIYUGUKEHEMAIDANGLAODOUBIJIAOSHUSHIDEJIAWEI)，DANSHIYEJIHAISHIYOUHENMINGXIANDESHANGZHANG，ZUIJINYIGEJIDUXIANSHIWEI5.2%DETONGDIANSHANGZHANG。
汉堡王的策略：跟紧麦当劳的脚步
BUKAIWANXIAODESHUO，HANBAOWANGDECELVEYIZHIDOUHAIBIJIAOCHENGGONG，TADECELVEJIUSHIGENSUIMAIDANGLAODEJIAOBU，WULUNSHIZAIMEIGUOSHICHANGHAISHIZHONGGUOSHICHANG。
SUOYINI，ZAIMAIDANGLAOGANGGANGXUANBU2YUANTAOCANYOUHUIDEDIERTIAN，HANBAOWANGJIUTUICHULESIMEIYUANTAOCAN，BIMAIDANGLAOGENGHEN，ZAIHANBAOWANG，SIMEIYUANKEYIMAIDAOWUYANGBAOBEI：PEIGENZHISHIHANBAO，XIAOSHU，SIXIAOKUAIZHAJI，YIBEIYINLIAOHEYIGEQIAOKELIcookie，TAOCANZHISHIHUILINGRENFAZHI。YINERXIAOGUOYEHAIBUCUO，LIANHEZAOXIANYIDIANDEXINPINCELVE(REGOU)，HANBAOWANGHUODELE4.4%DEXIAOSHOUESHANGZHANG。
KFC的策略：整顿员工，升级装修
HESHANGMIANLIANGJIAQINGKUANGYOUDIANBUTONG，KENDEJICHUXIANLEGUKEJIZHONGBAOYUANSHIWUPINZHIDEWENTI，BIRUYOUGEGUKEHUIQIANGLIEBIAOSHIMEIJIAKENDEJICHUPINBUYIYANG，HAIYOUDEGUKEZAIZHAJILICHIDAOLEYIXIEBUGAICHIDAODEDONGXI。
KENENGSHIMIANDUIGUKEDEBAOYUANTAIDUOLE，KENDEJICONGQUNIANKAISHIFANRANXINGWU，JUEXINZHONGZHENSHANDESHISHANGXIAODEWEIFENG，QISHIBENLAIKENDEJIDEZHAJIBIXIANZAIDANGHONGDEHENDUOPINPAIGENGYOULISHIYUANYUAN，SHANDESHISHANGXIAODANGNIANYESHIKAOJIANCHICHUPINMEIWEIYICHANGDEZHAJICAIZUODAPINPAI。
ZHENXINGJIHUABAOKUODUINEIHEDUIWAILIANGGEFANGMIAN，DUINEIBAKONGPINZHI，ZHONGXINXUNLIANYUANGONG;DUIWAIHUANXINZHUANGHUANG(ZENGJIASHANDESHISHANGXIAODELUCHU)，ZENGQIANGSHIWUPINZHIDEDUIWAIXUANCHUAN。
SUOYIQUNIANYINIAN，KENDEJIHUAFEICHAOGUO100,000XIAOSHIZHONGXINPEIXUNLECHAOGUO20,000MINGYUANGONG，CHAOGUO97%DEDIANZHANGJIESHOULEPEIXUN。KENDEJIMINGBAI，BAWOSHIWUPINZHIDEGUANJIANZAIYUYUANGONG，TAMENNENGFOUMINGXIBINGQIERENZHENZHIXINGPENGRENLIUCHENGHEGUIFANJUEDINGYIGEPINPAIDECHENGBAI。
SUOYIZHEIXIENULISHIBIXUYAOBEIXIAOFEIZHEZHIDAODEYA，YUSHIKENDEJIYEHUALEDALIANGRENLIWULIZHONGXINZHUANGXIUDIANMIAN，RANGRENMENHUIYIQISHANDESHISHIDAIDEKENDEJIDEPINZHI;YEZUOLEBUSHAOGONGGUAN，SHENZHISHANGJIEMUZHANSHIZHAJIDEZHENGGEPENGRENLIUCHENG，WEIDESHIRANGGUKEXIANGXINKFCDEZHAJIHEhome cookingQISHISHIYIGEPINZHI。
达美乐的策略:我是科技公司，我是科技公司，我是科技公司
GUANYUDIAOCHAJIEGUO，DAMEILEDEFAYANRENXIANDEKUXUANZHUAIDEDUO，TABIAOSHIDAMEILESHITONGTILIANGGONGSILIMIANWEIYIYIGELIANXUQINIANTONGBIXIAOSHOUEZENGZHANGDEGONGSI，YESHIBEIDULIDIAOCHAGONGSIBIAOZHUWEIMEIWEIHAOPINGDEPISADIAN，TAJUEDEZHEIXIEJIEGUOGENGNENGSHUOMINGYIXIESHISHI。
ERLINGWAIDESHISHISHI，DAMEILECONGLAIMEIKAOXINPIN，DAZHEZHEIXIEKUAICANPINPAICHANGYONGDEJILIANGZOUHONGGUO，TAMENDEFAZHANFANGXIANGWANQUANXIANGYIJIAMENSHENGGAOKEYANDEKEJIGONGSI。
BIRUJINNIANSANYUEHESIYUE，DAMEILEFENBIECESHILEWURENWAIMAIJIQIRENHEWUXUANJIANZIDONGXIADANapp。JIQIREN(QISHISHIWURENQICHE)ZAIJIEDANZHUANGHAOPISAHOUZIDONGXINGSHIDAOZHIDINGDIDIANDENGHOUGUKE，MEICIKEYIYUNSONG10HEPISA，DIANLIANGKEZHICHENGXINGSHI20GONGLI，GUKESHURUYANZHENGMAJIUKEZIXINGQUCHUPISA。
WUXUANJIANappGENGSHIZHIYULEWUSHUXUANZEKUNNANZHENGHUANZHE，GUKEDAKAIappJICHUXIANYIGE10MIAODEDAOJISHIQI，RUGUOBUQUXIAO，appJIUHUIZIDONGANZHAOGUKEDEXIAOFEIJILUHESUANXIAOFEIPIANHAO，BANGZHUGUKEZIDONGXIADAN，QUANCHENGWUXUGUKEZAIDONGYIXIASHOUZHITOU。
1、对创新的理解很重要
DACANYINPINPAIYIBANDOUZIYOUYITAOYINGDUISHENGYIBUJINGQIDECELVE，ERJIHUSUOYOUDECELVEGUINADAOYIQI，DOUKEYIYONG“CHUANGXIN”ZHEIGECILAIGAIKUO，ZHISHIMEIGEPINPAIDUIYUCHUANGXINDELIJIEBUYIYANGBALE。MIANDUIYALISHI，ZHEIXIEPINPAIDEBUTONGTAIDUKEYIDAIJIWOMENFANSI。YISHIPINPAIBIXUBAOYOUCHIXUDECHUANGXINNENGLI，BIRUDAMEILE(SUIRANTADUIZHONGGUOSHICHANGXIANDEMEIYOUNEIMEYONGXIN)，YIZHIBUDUANDECHUANGXINRANGTAMENBINGBUZAIYIWAIJIEDEMOUXIEHUSHENG，BINGQIEQUESHISHOUYILEPINPAIDECHENGZHANG。ERMAIDANGLAOHEKENDEJIDENGPINPAIFANERZAIKUAICANBIANGEDEJIEDIANXIANDEYOUDIANZHUANSHENGUOJI。
2、至少保持一个特色
另外一点就是要持续保持自身的竞争力和特色，特色不用多，有一个即可。比如达美乐的突破点就是app便捷、送餐神速，它永远都可以凭借这个优势占据快餐的一席之地。其实肯德基最近的尝试正说明了它渐渐明白带有历史情怀的炸鸡口味是它曾经至关重要的竞争力，所以才决心挽回它。
