The Research and Analysis of Xiao Mila
School: International Business
Major: International economy and trade class 1
Member: 李雪竹41002021 夏鸿曲41002022
黄丹妮41002062 丁桑妮41002064
鲜铤41002036 李凯41002002
梅琳41002003
Abstract
Since the catering enterprises actively developed in china, our team chooses one of the catering restaurants, Xiao Mila, located in the Liu Lang bay, closed to the east gate of SWUFE. It looks crowded and not very comfortable for eating hot pot. However, it is still very popular and competitive outside the East Gate and has a lot of regular customers. We decided to find out reasons for this odd phenomenon. As it is a typical catering restaurant in that area, the research gives us in-depth knowledge of catering restaurant in college student living area.
Our article uses systematic research towards the operating condition of Xiao Mila. Our aims are to understand the in dividual catering businesses‟ operating condition, and at the same time supplement economic research, respond to our national twelfth five-year development plan, provide guidance for other catering enterprises. The investigative manner of this article is through the issuance of the form of questionnaire survey to the crowd who ate in the Xiao Mila. After the investigation, we use the statistics we got to analyze the research questions. The methods of analysis are quantitative analysis and qualitative analysis, the Comparative Method
Our conclusions of the reasons for Xiao Mila‟s success are its unique flavor, locality, and low price and its awesome reputation among students; the shortages of this restaurant are its inefficient service and poor sanitation. Our team also gets the conclusion that different in gender groups have different attitude towards to Xiao Mila. This difference do not only indicate the difference in female‟s and male‟s thinking patterns, but also point out the way for Xiao Mila to attract customers of a certain gender. Then through discussion, we come up with a suggestion that it should overcome its shortages while holding on to its best position in flavor and price.
Keywords
Xiao Mila; College Students; Consumption; Analysis; SWOT
1. Introduction
Along with the economy development and people's living standard improving, our tertiary industry especially catering industry is developing vigorously. Especially those young, good-tasted college students with appreciating ability,
enjoyment demand, time and relatively plenty of money, have an increasing demand for catering. Canteen cannot satisfy their requirement, so the snack bars outside the university are developing prosperously. As one of the most popular restaurants among these shops, Xiao Mila‟s business model has strong research significance. It is located in the Liu Lang bay, closed to the east gate of SWUFE. It uses the form of buffet soup pot. With paying ten Yuan, everyone can get a gift dish and can get vegetables freely. As a shop with only two other shops, it has many customers. But the national twelfth five-year development planning emphasizes the development of the service industry. Therefore, the study of Xiao Mila‟s operati on state, is of great significant not only for economic research theory but also for the individual food businesses.
This paper aims to have systematic research towards the operating condition of Xiao Mila. We investigate many factors such as the food taste, environment of dieting, health, location and so on, which appeal to typical customers like our college students. So as to understand the individual catering businesses‟ operating condition, and at the same time supplement economic research ,respond to our national twelfth five-year development plan, provide a guidance for other catering enterprises.
This paper are divided into eight parts, respectively is the introduction, literature review, research method, data analysis and conclusions and enlightenment, references and appendix. We hope it can fully display Xiao Mila‟s performance!
2. Literature review
Since 1988, catering enterprises in China have actively explored the markets and promoted the popularization of the development of food industry and its development. Xiao Mila as a new local catering mode, there has been no person to do research on it. But from the former researches about catering enterprises we can see the reasons of Xiao Mil a‟s prosper ity. After the analysis about modern diners‟ consu mption psychology, Swiss expert concluded the tendency of food consumption. In the report, he pointed out that customers are more inclined to the restaurant of high quality but low costs, has various options and can enjoy with families and friends. I n Chi Jin‟s report in 2000, our dining market should pay more attention to level marketing. That is to change products appropriately to generate new use, new situation and new target market to create new categories, thus to redefine markets and create new requirements and value. So new type of catering mode like Xiao Mila can easily be accepted an loved by people. As Li Muming said in his report that the best way to attract customers is to be special.
