Research on the Expansion Strategy of Chain Business Enterprise: a Case Study of the Catering Industry

Chain business is the most effective strategy for retail enterprises to realize the scale expansion. The implementation of the expansion strategy needs the certain internal support system,and needs to select the appropriate expansion mode,and pay attention to the expansion risk identification and control. Taking the Pearl River delta region of the chain catering enterprises as the research object,this paper analyses the data through questionnaire,and then makes a conclusion. There is a significant correlation between the chain expansion strategy and the expansion driving force. Products,technology and culture have a significant impact on the company's long-term performance. Logistics distribution system has a significant impact on the company's short-term performance. Human resources and management support have a significant positive effect on the company's short and long-term performance.Expansion risk and expansion strategy are negatively related. We suggest that chain business enterprises adopt a steady saturated type expansion strategy,build fine management system and perfect the brand image of chain business enterprises.