關(guān)于肯德基消費(fèi)人群的調(diào)查報(bào)告

1、關(guān)于肯德基消費(fèi)人群的調(diào)查報(bào)告0944201453690 霍煥君 09 秋社會(huì)工作一企業(yè)概括 : 肯德基是百勝餐飲旗下的一個(gè)底端品牌，其中必勝客、塔可鐘、東方既白等都 是百勝餐飲企業(yè)的，而我就在肯德基就職，相對(duì)的也較了解一些?？系禄袊?guó)餐廳，成立于 1987年，目前在中國(guó)各地?fù)碛屑s 1100家餐廳， 1987 年北京正陽(yáng)門餐廳正式開始營(yíng)運(yùn)，肯德基進(jìn)入中國(guó)已經(jīng)整整十八年。十八年以來(lái)， 肯德基餐廳幾乎遍及中國(guó)的每一個(gè)城市為廣大中國(guó)顧客提供品質(zhì)優(yōu)良、口味適合的 營(yíng)養(yǎng)美食。二調(diào)查目的 :肯德基德東西真的有營(yíng)養(yǎng)嗎 , 沒(méi)錯(cuò)，肯德基為了迎合廣大的中國(guó)顧客制作了一 系列的各口味產(chǎn)品，油條: 說(shuō)是說(shuō)沒(méi)有加明礬，

2、我們可以吃的更營(yíng)養(yǎng)，但是它是冷凍的，放了幾個(gè) 月不等，然后再解凍，再賣。豆?jié){: 廣告說(shuō)是春豆?jié){，其實(shí)也不過(guò)是豆?jié){粉沖出來(lái)的而已。川辣嫩牛五方 : 為了吃吃辣的中國(guó)人二制作的。 electricity at no cost, revenue from electricity sales. Poverty alleviation to the removal, to desperate farmers out of poverty, in conjunction with urbanization, new communities are centrally placed. Poverty in

3、the enterprise, enterprise more powerful, more social responsibility, they should allow more people to enjoy the fruits of development. Conditions to encourage private enterprises to establish Charity Fund for poverty alleviation, employment, grants, financial aid and other forms of poverty alleviat

4、ion activities, let poverty alleviation aid corporate social responsibility in the specific embodiment, the proper meaning of giving back to the community. Finally reveals to implement poverty alleviation policies, older age, incapacity, cannot be achieved through industry support and employment sup

5、port, such as poverty, children and unable to support the poor, Lo-Fi policy reveals the role to play, eventually incorporated into the low range, and fundamentally solve the problem of poverty. (C) establishing and perfecting retreat mechanism. Poverty alleviation is a dynamic project, we must stre

6、ngthen the farmers information management, dynamic management of poor, really poor no place to hide, poverty a timely exit, poor and return to the poor get maximum support and help. To build up the information network system of the poor, poverty the basic information and dynamic entry to the system,

7、 to implement dynamic management. According to pro-poor development, timely adjustment on一系列產(chǎn)品都是在取悅中國(guó)消費(fèi)者，我只所以調(diào)查是想清楚知道肯德基德消費(fèi) 人群是哪些。三調(diào)查過(guò)程 :我調(diào)查的事三家肯德基，因?yàn)槲以谌铱系禄脊ぷ鬟^(guò)。1. 肯德基梅華餐廳 ( 梅林 ): 餐廳內(nèi)并有兒童娛樂(lè)設(shè)施 周圍環(huán)境 :藝術(shù)基地、銀行、娛樂(lè)、住宅區(qū)。資料在 04 年時(shí)顯示梅林片區(qū) 總?cè)丝诮咏?30 萬(wàn)，是市內(nèi)最大的【白領(lǐng)聚居區(qū)之一】 周一至周五的營(yíng)業(yè)額為 :18000-21000 左右周六日 :24000-26000

8、左右節(jié)慶日，還有寒暑假 :26000-46000 不等低峰期 :（ 如圖 1）0-10 歲（ 由家長(zhǎng)陪同 ） 占 20%11-20 歲,（ 學(xué)生） 占 10%21-30 歲,（ 年輕人） 占 38%30 歲以上有占 32%To build up the information network system of the poor, poverty the basic information and dynamic entry to the system, to imppoor, really poor no place to hide, poverty a timely exit, poor

9、and return to the poor get maximum support and help. ent ofmechanism. Poverty alleviation is a dynamic project, we must strengthen the farmers information management, dynamic managemlly incorporated into the low range, and fundamentally solve the problem of poverty. （C） establishing and perfecting r

10、etreat Fi policy reveals the role to play, eventua-and employment support, such as poverty, children and unable to support the poor, Lo Finally reveals to implement poverty alleviation policies, older age, incapacity, cannot be achieved through industry support y. alleviation aid corporate social re

11、sponsibility in the specific embodiment, the proper meaning of giving back to the communitnd for poverty alleviation, employment, grants, financial aid and other forms of poverty alleviation activities, let poverty ity Fuey should allow more people to enjoy the fruits of development. Conditions to e

12、ncourage private enterprises to establish Charon, new communities are centrallyplaced. Poverty in the enterprise, enterprise more powerful, more social responsibility, thty, in conjunction with urbanizatielectricity at no cost, revenue from electricity sales. Poverty alleviation to the removal, to d

13、esperate farmers out of poverpoor development, timely adjustment ont dynamic management. According to prolemen240%35%30%25%20%百分比 15%10%5%0%0-10歲 11-20 歲 21-30 歲 30 歲以上如圖 1高峰期:（ 寒暑假、如圖 2） 0-10 歲（由家長(zhǎng)陪同）占20% 11-20歲,（ 學(xué)生）占30% 21-30 歲,（ 年輕人）占 30% 30歲以上有占 20%30%25%20%15%百分比10%5%0%0-10歲 11-20 歲 21-30 歲 30

14、 歲以上 如圖 22. 肯德基中心書城餐廳 （深圳音樂(lè)廳 ）餐廳內(nèi)無(wú)兒童娛樂(lè)設(shè)施周圍環(huán)境 : 周邊各類服務(wù)配套設(shè)施齊全。它北靠dynamid up the information network system of the poor, poverty the basic information and dynamic entry to the system, to implement eally poor no place to hide, poverty a timely exit, poor and return to the poor get maximum support and he

15、lp. To builoor, rm. Poverty alleviation is a dynamic project, we must strengthen the farmers information management, dynamic management of prporated into the low range, and fundamentally solve the problem of poverty. (C) establishing and perfecting retreat mechanisFi policy reveals the role to play,

16、 eventually inco-mployment support, such as poverty, children and unable to support the poor, Loy reveals to implement poverty alleviation policies, older age, incapacity, cannot be achieved through industry support and eFinallion aid corporate social responsibility in the specific embodiment, the p

17、roper meaning of giving back to the community. overty alleviation, employment, grants, financial aid and other forms of poverty alleviation activities, let poverty alleviatfor p d allow more people to enjoy the fruits of development. Conditions to encourage private enterprises to establish Charity F

18、undcommunities are centrally placed. Poverty in the enterprise, enterprise more powerful, more social responsibility, they shoulty, in conjunction with urbanization, new electricity at no cost, revenue from electricity sales. Povertyalleviation to the removal, to desperate farmers out of poverpoor d

19、evelopment, timely adjustment on-c management. According to pro3 風(fēng)光秀美的蓮花山，南臨深圳市政府，占地面積約 26,345 平方米，附近無(wú)住宅區(qū)。 低峰期 :（ 如圖 3） 周一至周五的營(yíng)業(yè)額為 8000-12000 左右 周六日 :70000-90000 左右 節(jié)慶日，還有寒暑假 :80000-100000 不等 0-10 歲（由家長(zhǎng)陪同 ）占 0.1% 11-20 歲,（ 學(xué)生）占 10%21-30 歲,（ 年輕人）占 45% 30歲以上有占 45.9%50.00%40.00%30.00% 百分比 20.00%10.00%0

20、.00%0-10 歲 11-20 歲 21-30 歲 30 歲以上 如圖 3高峰期（寒暑假、如圖 4）: 周一至周五的營(yíng)業(yè)額為 70000-90000 左右 周六 日 :80000-100000 左右lemenTo build up the information network system of the poor, poverty the basic information and dynamic entry to the system, to imppoor, really poor no place to hide, poverty a timely exit, poor and re

21、turn to the poor get maximum support and help. ent ofmechanism. Poverty alleviation is a dynamic project, we must strengthen the farmers information management, dynamic managemlly incorporated into the low range, and fundamentally solve the problem of poverty. （C） establishing and perfecting retreat

22、 Fi policy reveals the role to play, eventua-and employment support, such as poverty, children and unable to support the poor, Lo Finally reveals to implement poverty alleviation policies, older age, incapacity, cannot be achieved through industry support y. alleviation aid corporate social responsi

23、bility in the specific embodiment, the proper meaning of giving back to the communitnd for poverty alleviation, employment, grants, financial aid and other forms of poverty alleviation activities, let poverty ity Fuey should allow more people to enjoy the fruits of development. Conditions to encoura

24、ge private enterprises to establish Charon, new communities are centrally placed. Poverty in the enterprise, enterprise more powerful, more social responsibility, thty, in conjunction with urbanizatielectricity at no cost, revenue from electricity sales. Poverty alleviation to the removal, to desper

25、ate farmers out of poverpoor development, timely adjustment ont dynamic management. According to pro4節(jié)慶日，還有寒暑假 :80000-100000 不等 0-10 歲（由家長(zhǎng)陪同 ）占 18%11-20 歲,（ 學(xué)生） 占 40%21-30 歲,（ 年輕人）占 30%30 歲以上有占 12%40%35%30%25%20%百分比 15%10%5%0%0-10歲 11-20 歲 21-30 歲 30 歲以上 如圖 43. 肯德基桃源村餐廳 （桃源村）餐廳內(nèi)設(shè)兒童娛樂(lè)設(shè)施周圍環(huán)境 :桃源社區(qū)占地面積

26、 3 平方公里，總?cè)丝?41000人， 10個(gè)居民小區(qū)， 5 個(gè)中小學(xué)校。 周一至周五的營(yíng)業(yè)額 為 :14000-16000 左右周六日 :20000-23000 左右節(jié)慶日，還有寒暑假 :24000-30000 不等 低峰期 :（ 如圖 5） poor development, timely adjustment on-c management. According to prodynamid up the information network system of the poor, poverty the basic information and dynamic entry to th

27、e system, to implement eally poor no place to hide, poverty a timely exit, poor and return to the poor get maximum support and help. To builoor, rm. Poverty alleviation is a dynamic project, we must strengthen the farmers information management, dynamic management of prporated into the low range, an

28、d fundamentally solve the problem of poverty. （C） establishing and perfecting retreat mechanisFi policy reveals the role to play, eventually inco-mployment support, such as poverty, children and unable to support the poor, Loy reveals to implement poverty alleviation policies, older age, incapacity,

29、 cannot be achieved through industry support and eFinallion aid corporate social responsibility in the specific embodiment, the proper meaning of giving back to the community. overty alleviation, employment, grants, financial aid and other forms of poverty alleviation activities, let poverty allevia

30、tfor p d allow more people to enjoy the fruits of development. Conditions to encourage private enterprises to establish Charity Fundcommunities are centrally placed. Poverty in the enterprise, enterprise more powerful, more social responsibility, they shoulty, in conjunction with urbanization, new e

31、lectricity at no cost, revenue from electricity sales. Poverty alleviation to the removal, to desperate farmers out of pover50-10 歲（由家長(zhǎng)陪同 ）占 20% 11-20歲,（ 學(xué)生）占 38% 21-30歲,（ 年輕人）占 22% 30 歲以上有占 20%40%35%30%25%20%百分比 15%10%5%0%0-10歲 11-20 歲 21-30 歲 30 歲以上如圖 5 高峰期:（ 寒暑假、如圖 6） 0-10 歲（由家長(zhǎng)陪同 ）占 20% 11-20歲,（

32、 學(xué)生） 占 30% 21-30歲,（ 年輕人）占 30% 30歲以上有占 20%poor, really poor no place to hide, poverty a timely exit, poor and return to the poor get maximum support and help. ent ofmechanism. Poverty alleviation is a dynamic project, we muststrengthen the farmers information management, dynamic managemlly incorporat

33、ed into the low range, and fundamentally solve the problem of poverty. (C) establishing and perfecting retreat Fi policy reveals the role to play, eventua-and employment support, such as poverty, children and unable to support the poor, Lo Finally reveals to implement poverty alleviation policies, o

34、lder age, incapacity, cannot be achieved through industry support y. alleviation aid corporate social responsibility in the specific embodiment, the proper meaning of giving back to the communitnd for poverty alleviation, employment, grants, financial aid and other forms of poverty alleviation activ

35、ities, let poverty ity Fuey should allow more people to enjoy the fruits of development. Conditions to encourage private enterprises to establish Charon, new communities are centrally placed. Poverty in the enterprise, enterprise more powerful, more social responsibility, thty, in conjunction with u

36、rbanizatielectricity at no cost, revenue from electricity sales. Poverty alleviation to the removal, to desperate farmers out of poverpoor development, timely adjustment on-t dynamic management. According to prolemenTo build up the information network system of the poor, poverty the basic informatio

37、n and dynamic entry to the system, to imp630%25%20%15%百分比10%5%0%0-10歲 11-20 歲 21-30 歲 30 歲以上如圖 6 以上這些均是我在三家肯德基工作時(shí)調(diào)查的情況 四、調(diào)查分析 : 由此可見，去肯德基消費(fèi)的人群均是 11-30 左右的年輕人，肯德基究竟有沒(méi)有 營(yíng)養(yǎng)我們暫不說(shuō)，從受歡迎的方面上講肯德基有他特有的親和力除了“歡迎光臨” 這樣的問(wèn)候語(yǔ)是每個(gè)服務(wù)行業(yè)必有的外，其中“請(qǐng)”“您”“是否”等禮貌用語(yǔ)更 是無(wú)從談起。還有最重要的一點(diǎn)，非典期間肯德基的營(yíng)業(yè)額雖然也受到了一定的影 響，可是縱觀整個(gè)時(shí)期內(nèi)，肯德基的營(yíng)業(yè)額是上升

38、的。其衛(wèi)生程度是大家公認(rèn)的。 咱暫不管是否營(yíng)養(yǎng)，這個(gè)是中國(guó)餐飲業(yè)各級(jí)餐飲企業(yè)做不到的。肯德基每個(gè)時(shí)期都有其主導(dǎo)產(chǎn)品如國(guó)慶的“繽紛假日桶”“ 10 元組合小吃”以 及 15 號(hào)馬上就要上市的米飯，可見肯德基正式的豐富了中國(guó)人的口味需求。poor development, timely adjustment on-c management. According to prodynamid up the information network system of the poor, poverty the basic information and dynamic entry to the syst

39、em, to implement eally poor no place to hide, poverty a timely exit, poor and return to the poor get maximum support and help. To builoor, rm. Poverty alleviation is a dynamic project, we must strengthen the farmers information management, dynamic management of prporated into the low range, and fund

40、amentally solve the problem of poverty. (C) establishing and perfecting retreat mechanisFi policy reveals the role to play, eventually inco-mployment support, such as poverty, children and unable to support the poor, Loy reveals to implement poverty alleviation policies, older age, incapacity, canno

41、t be achieved through industry support and eFinallion aid corporate social responsibility in the specific embodiment, the proper meaning of giving back to the community. overty alleviation, employment, grants, financial aid and other forms of poverty alleviation activities, let poverty alleviatfor p

42、 d allow more people to enjoy the fruits of development. Conditions to encourage private enterprises to establish Charity Fundcommunities are centrally placed. Poverty in the enterprise, enterprise more powerful, more social responsibility, they shoulty, in conjunction with urbanization, new electri

43、city at no cost, revenue from electricity sales. Poverty alleviation to the removal, to desperate farmers out of pover7 綜合以上幾點(diǎn)，可以總結(jié)一下受歡迎主要是以下幾點(diǎn) :1 ，禮貌。 2，口味。 3， 活動(dòng)多樣性。五、思考與建議對(duì)于洋快餐的營(yíng)養(yǎng)， 90%以上都是垃圾食品。其主要原因是因?yàn)?90%以上的產(chǎn)品 都是油炸產(chǎn)品，這導(dǎo)致了其營(yíng)養(yǎng)的缺失和不足。但是肯德基正在慢慢變化中，如滿 上就要新上市的米飯，中國(guó)人的米飯情節(jié)固然大，但是配菜也還是有油炸食品，如 果米飯是 10 分的話那里面的配菜只能拿 3 分了。產(chǎn)品雖然做了大量營(yíng)養(yǎng)、口味上的改良，但仍然很難扭轉(zhuǎn)大部分中國(guó)人對(duì)“肯 德基就是西餐”的觀念，中老年消費(fèi)群體沒(méi)有得到充分的拓展。當(dāng)今社會(huì)的生活節(jié) 奏越來(lái)越快，人們對(duì)飲食的快速、便捷更為顯得重要，什么時(shí)候里面的配菜也像真 功夫那樣做全蒸的菜，我相信會(huì)有更多的中國(guó)人去接受這“洋快餐”poor development, timely adjustment on-t dynami