Pizza Hut in Scu WJ Campus feasibility Analysis ReportMade by 徐亚洲 0841022018THE LEVEL OF THE OVERALL DEVELOPMENT OF THE FAST FOOD INDUSTRYThe development of fast food industry in china nearly has an experience 20 years. The industry and business continued to expand, the quality and level of development significantly improved. The position of Fast-food industry has been established in modern society, it play a more important role in our daily life. Fast-food companies, most take a way of chain operation. But in fact, only a few large enterprises have the strength to develop a chain in this market. The rapid expansion of Western-style fast-food companies promotes the development of the maturity of the industry. Pizza Hut fast-food industry in China occupies a significant market share, which provide the possibility to develop in depth and gain more profile in SCU WJ campus.THE ANALYSIS OF THE MARKET DEMAND FOR FAST FOOD IN SCU WJ CAMPUSThere are nearly 40,000 students and teachers in school, which created a great market in fast food. The development of fast-food industry in SCU WJ can be linked with the development in CHENGDU. The basis for their existence is the market potential, means the Quantity of consumer groups is essential and necessary. Chengdu, the fast food industry has experienced a rapid development stage. The consumer attitudes enjoy a popular support. People treat fast food industry like pizza hut as fashion consumption. The consumer groups mainly in youth and white-collar. Which precisely consistent with the reality of Sichuan University.THE OVERVIEW OF PIZZA HUT COMPANYPizza Hut is now the worlds largest pizza chain monopoly, and its identity is characterized by the appearance of the roof as a distinguishing mark of the restaurant. In more than one hundred countries around the world, receiving more than 4.00 million bits per day customers baked more than 170 million pizzas. Pizza Hut restaurants in turnover and number, and quickly became the worlds first pizza chain restaurant companies. Pizza Hut company is the worlds largest restaurant group - the global restaurant group Yum, Yum currently more than 100 countries around the world with more than 32,500 family restaurant chain, is a global multi-brand collection of restaurant industry leaders.Statistics show that since 1990, opened the first store in Beijing since Pizza Hut has so far set up more than 50 cities in China, 187 stores and employs more than 1 million people.COMPETITION IN THE FAST FOOD INDUSTRY IN SCU WJ CAMPUSSichuan University campus in the fast-food chain is not settled, there are gaps in the market, demand Campus restaurants and drinking water only bar on campus Restaurant business hours to comply with a fixed, Based on a variety of reasons, Restaurants often in short supply or supply a single variety of food products, higher prices. This situation led to some consumer groups does not meet the urgent need for fast-food enterprises to enter. Also near the campus residents and nearly one hundred thousand. For these residents, settled in a fast-food companies can effectively alleviate the work pressure and bring convenience to life. Pizza Hut chain in China, take all the Direct mode, open a chain of about 500 million RMB investment of about, Sichuan University campus directly and effectively to reach 20 million consumer groups, which give a reasonable cause to settle it in scu wjFAST FOOD INDUSTRYS MARKETING STRATEGY IN THE UNIVERSITYCollege is a special consumer groups, in general, they have little or no ability to earn income, but it basically does not restrict their consumption levels. They can earn income by parents. Their age is relatively small; consumer psychology is not very mature, more impulsive. Promotion after all, a most effective way of marketingOPPORTUNITIES FOR FAST-FOOD INDUSTRY AND THE BREAKTHROUGH POINTWith the socio-economic development and the continuous improvement of peoples living standards, peoples especially the university students concept of food consumption has gradual changed, eating out more regular and rational. The quality demands from the consumer continually increasing, more the pursuit of brand quality, and taste characteristics, health and safety, nutrition, simple and quick. Standardization of the modern fast-food operations, distribution, factory, chain scale and the concept of scientific management, through to practice from the deepening of the process, now widely accepted and recognized, and from fast-food industry be extended to the catering industry, and has become a important development goals and directions of modern restaurant in our country. According to preliminary estimates, in 2004, the national fast-food chain outlets more than 100 million with an annual turnover of up to 150 billion Yuan and of which most consumers are students.Direct chain model must be developed. This is conducive to a unified mobilization and allocation of resources, a unified decision-mak