摘要：近年来，我国的快餐行业随着市场经济的不断发展日益繁荣，人们对于各类快餐早已习以为常。快餐门店的选择是快餐企业发展的重中之重，涉及到的影响因素较多。由于成熟商圈中的理想店址已经被其他企业所占有，因此如何在科学、合理、全面地评估备选店址并从中选择出最优店址，是快餐企业不断发展的关键。本文就针对上述的快餐门店选址问题，根据所学知识，在现有选址理论基础之上，结合商圈理论，利用理想点法对必胜客集团在宁波可选店址进行评估决策，并对其应用过程进行了探讨。通过本文的分析和研究，证实了理想点法在快餐店在商圈选址中的可行性，同时也将所得结果与实际选址结果进行对比，指出了理想点法的不足之处，为理想点法的应用提出了一些建议。63461

毕业论文关键字：快餐店；选址；理想点法；商圈； 

Research on location of fast-food restaurant in business circle based on ideal point method

Abstract：In recent years, China's fast food industry is booming because of the continuous development of the market economy，which has become an indispensable food in people's lives. Choose the store address is very important for fast food business and there are many factors that affect the site. How to evaluate the selection of the shop scientifically and comprehensively and choose the best shop is the key to the development of fast food business as the ideal store in the business district has been occupied by other companies. Based on the existing site selection theory and the theory of business district, this paper makes an evaluation decision of Pizza Hut Group in Ningbo optional shop site by Topsis method and discusses the application of Topsis method according to mine knowledge has been learned. Through the analysis and research of this paper, it is proved that the ideal point method is feasible in the fast food restaurant in the shopping district. At the same time, this article compares the results with the actual site selection results, points out the inadequacies of the Topsis method, and puts forward some suggestions for the application of the ideal point method.

Keywords：Fast food shop,Location, Topsis method, Business district

目 录

一、绪论 1

（一）研究背景 1

（二）研究目的和意义 1

（三）研究现状 1

（四）论文研究方法 2

1、文献法 2

2、数据分析 2

3、对比推理 2

二、快餐经营与选址概述 3

（一）国内快餐行业现状 3

（二）选址对快餐经营的重要性 3

1、提升品牌形象 3

2、提升餐厅业绩 3

3、提升团队信心 4

（三）快餐企业选址原则 4

1、目标市场原则 4

2、容易接近原则 4

3、可见度原则 4

4、战略性原则 4

（四）常见快餐企业选址方法 5

1、国内知名快餐品牌的选址方法 5

2、国外知名快餐品牌的选址策略