中式快餐发展策略分析论文.doc

毕 业 设 计（论 文）题 目：中式快餐发展策略分析以保定“老驴头”为例院 系：文学与传媒学院专 业：广告学班 级：2007级2班姓 名：户卫邦学 号：200701020052指导教师：辛志英2011年5月05日中式快餐发展策略 以保定“老驴头”为例【摘要】中华美食博大精深，源远流长，近年来中华美食在世界各地都非常流行，而且获得了世界的认可和美赞。但是中式快餐的发展却一直举步维艰，造成这种状况的原因，一方面是中式快餐自身缺乏一些整体策略，尤其缺乏品牌意识与广告的传播意识。另一方面，肯德基、麦当劳等国际快餐巨头在我国的登陆和迅猛发展，极大的阻碍了中式快餐的发展，使我国中式快餐生存环境更为局促。可喜的是以保定“老驴头”为代表的几家中式快餐店，成为中式快餐发展中的劲旅。 目前关于中式快餐的研究主要是在国内领域，而且对其研究没有形成完整的理论体系，只是基于某些方面的研究，例如对产品、服务、标准化生产等方面的研究，这些研究都在某些方面促进了中国快餐业的发展，但要形成一个完整的理论体系还有很长的路要走。 本文主要以保定“老驴头”为例，分析其经营状况和经营策略，以及利用案例分析和对比的方法，分析中式快餐发展的现状以及外国快餐在中国的发展情况，通过对二者的比较找出中式快餐的优势与劣势，找出外国快餐值得借鉴的地方。从而为中式快餐的发展，提出一些可行性的建议与策略。【关键词】中式快餐 发展策略 品牌策略 “老驴头” 查询中心硕士研究生考场  姓名：户卫邦 考生编号100331020320205考点：河北师大附中 考点地址：中山东路315号 考场：023座次：21“The small stature” has “the big wisdom”to discuss the livelihood of the people news two times to leap【Abstract】The livelihood of the people news was our country in recent years a prosperous national headlines type, each kind of media took it in the keen competition attracts day by day reader's important means that and has made the very good progress. Strictly speaking, the livelihood of the people news is pays attention to the common people basic necessities of life the news, is reflects the common people laughter, anger, sorrow and happiness the news. The news basic function is the convey information, the monitor social environment, sends out the early warning signal promptly, guides the people to make use of favorable conditions and avoid unfavorable conditions. The livelihood of the people news expression public opinion, is the public mind exchange platform. As the sociological significance in “the safety valve”, it collects the popular feelings and through the feedback mechanism, realizes the opinions and requirements of the masses made known to the upper levels or informs subordinates about policies, regarding the dispel prejudice and the misunderstanding, the melt contradiction, maintains the society stably to have the indispensable influential role harmoniously. Therefore, detected that the livelihood of the people news in the present world's significance, the research livelihood of the people news has the development process to be very meaningful. In recent years, the livelihood of the people news is in fashion the nation, already became media and so on television, newspaper a unique scenery. The livelihood of the people news attention public sentiment, the public opinion, the focusing society hot spot, the difficulty, the showing service livelihood of the people, the humanist dissemination idea, receive the audience and reader's widespread approval and unprecedented welcome. But along with the livelihood of the people news's prosperity, mediocre, the trivial fragmentation, homogenization questions and so on entertainment also accompanies lives, these questions are puzzling the livelihood of the people news healthy development seriously. To further rich connotation, the development space, the promotion quality, fully realize the effective dissemination, presently to the livelihood of the people news's in development two promotion, as well as in this promotes the dissemination study value which contains and so on.【Key Words】The people's livelihood news Public news Post-modern people's livelihood news目 录引言1一、民生新闻的涵义1（一）“民生”一词的由来1（二）民生新闻的含义1（三）民生新闻的历史渊源1二、第一次飞跃：从民生新闻到公共新闻n（一）民生新闻的特质n（二）民生新闻的误区n（三）公共新闻n（四）民生新闻与公共新闻的关系n1. 民生新闻与公共新闻的区别n2. 民生新闻与公共新闻的联系n3民生新闻对公共新闻的合理借鉴n三、第二次飞跃：从民生新闻到后民生新闻n（一）公共新闻理念的弊端n（二）后民生新闻的出现n（三）后民生新闻的特质n（四）后民生新闻的作用n四、民生新闻两次飞跃的传播学价值n（一）传播理念：以受众为中心n（二）传播内容：以民为本n（三）传播价值：多元化n结论n参考文献n致谢 n引言近几年，民生新闻风行全国，已经成为电视、，对于消除偏见和误解、化解矛盾，维护社会的稳定和谐具有不可或缺的重要作用。因此，发觉民生新闻在现世界的意义，研究民生新闻发生发展的过程很有意义。一、民生新闻的涵义（一）“民生”一词的由来“民生”一词最早出现在左传·宣公十二年，所谓“民生在勤，勤则不匮。”这里的“民”，就是百姓的意思。而辞海中对于“民生”的解释是“人民的生计”，是一个带有人本思想和人文关怀的词语，“民生”与大众传播媒介的结合就变得势在必行，于是，便出现了“民生新闻”这一概念。（二）民生新闻的含义从广义上说，民生新闻属于社会新闻，民生新闻就是“平民视角、民生内容、民本取向”的统一。（三）民生新闻的历史渊源让我们将历史的时钟拨回到上世纪90年代初，以及这种提升所饱含的传播学价值等。二、第一次飞跃：从民生新闻到公共新闻（一）民生新闻的特质电视民生新闻作为近年来最突出的新闻现象之一，迅速抓住了观众的“注意力”，制造了一个又一个收视率神话。（二）民生新闻的误区就在民生新闻“高歌猛进”之时，其自身局限性也慢慢显露出来，材过于狭窄，关注群众生活的广度不够；报道手法流于表面，触及社会问题的深度不够；主动介入社会生活的时候少，构建平民话语的力度不够。（三）公共新闻就在民生新闻发展进入了“拐点”之际，以江苏卫视开播的1860新闻眼为契机，而不仅仅是让观众看热闹。（四）民生新闻与公共新闻的关系那么，民生新闻与公共新闻究竟是怎样的关系呢？民生新闻吸收了公共新闻的哪些理念或合理元素呢？先不妨看看，后被政协委员写入提案列入议事日程。1民生新闻和公共新闻的区别可见，帮助公众参与到社会公共生活中去。2民生新闻和公共新闻的联系当然，公共新闻与民生新闻也没有特别的冲突之处，缓解矛盾，化解冲突。3民生新闻对公共新闻的合理借鉴公共新闻和民生新闻代表了不同的新闻价值，使民生新闻的发展渐渐走出了低谷，显出再造新生的黎明曙光。三、第二次飞跃：从民生新闻到后民生新闻（一）公共新闻理念的弊端公共新闻的理念为民生新闻品质的进一步提升提供了巨大的可能性，使得在实践中遭遇困境成为某种必然。（二）后民生新闻的出现如果说，同时代表了目前中国电视新闻发展的一个方向。（三）后民生新闻的特质后民生新闻与民生新闻有着密切的联系，从某种意义上说，后民生新闻也是进一步推进中国民主制度化建设的典范。（四）后民生新闻的作用后民生新闻强化了民生新闻回归新闻本质的意识。总之，后民生新闻的出现使民生新闻得到了更高品质的提升和自我超越。四、民生新闻两次飞跃的传播学价值从民生新闻到公共新闻再到后民生新闻的历程，对于中国电视新闻的改革具有重要的传播学价值：（一）传播理念：以受众为中心长期以来，同时实现了媒体与受众之间的沟通了解和信息交流。（二）传播内容：以民为本民生新闻虽几经变化，讨论真正关乎民生的真问题？如何将“民众是大众传媒的主人”，从呼喊多年的口号落实成行动？（三）传播价值：多元化在当今的传媒生态中，也需要公共新闻，同时也需要反映民生内容的、实用的民生新闻和后民生新闻。倘若从这个角度来看，民生新闻的兴起和后民生新闻的出现，只不过是传播价值多元化时代，在传媒生态中，独辟了一个具有中国特色的新闻传播价值空间，抑或平添了另一道新闻风景而已。故此，大可不必惊异。结论民生新闻的本质属性就是平民视角，民生新闻所经历的这两次飞跃也都是为了在提升和完善自我后更好的体现平民化的概念。传播空间不断开放，互动方式更加多样，但以民为本的理念不变。民生新闻的提升发展告诉我们：民生新闻想要继续健康稳定的发展，就要避免因盲目追求商业利益和高收视率而走入低俗化的误区。要真正做到“上下结合”、“大小结合”、“点面结合”，不断强化强化新闻的本土化、地域化、贴近性和接近性等方面的意识，不断强化社会责任感和人文关怀，才能真正将民生新闻回归新闻本质，真正实现新闻的价值，使当今的传媒生态和谐有序的发展。参考文献1李幸.十年来中国电视的第三次革命.J.南京:视听界.2004-1.2陈立生.电视“民生新闻”的七大待解之谜.N.淮北煤炭师范学院学报(哲学社会科学版).2005-2.3韩泽.民生新闻小札.J.南京:视听界.2004-1.4尚明宪.论民生新闻的优势与缺憾.J.山东视听.2006-1.5张春林.构建和谐社会背景下传媒思路的调整.N.西南民族大学学报(人文社科版).2006-6.致谢感谢我的指导老师亲切关怀和悉心指导。他严肃的科学态度，严谨的治学精神，精益求精的工作作风，深深地感染和激励着我。从课题的选择到项目的最终完成，田老师都始终给予我细心的指导和不懈的支持。三年来，他不仅在学业上给我以精心指导，同时还在思想、生活上给我以无微不至的关怀，在此谨致以诚挚的谢意和崇高的敬意。在此，我还要感谢在一起度过愉快的大学三年生活的同学们，正是由于你们的帮助和支持，我才能克服一个一个的困难和疑惑。在论文即将完成之际，我的心情无法平静，从开始进入课题到论文的顺利完成，有多少可敬的师长、同学、朋友给了我无言的帮助，在这里请接受我诚挚的谢意!最后我还要感谢培养我长大含辛茹苦的父母，谢谢你们!附件六：毕业设计（论文）英文样例毕 业 设 计 (论 文) 题 目：（题目为宋体小三号字左对齐）院 系：（以下内容宋体小三号字居中）专 业：班 级：姓 名：学 号：指导教师：年月日A Dissertation for the B.A. DegreeOn Advertisement Translation In theProspect of Functional ApproachesbyCHENG ZhihuaSupervisor:Prof. CAO Ming.Research Direction:TranslationSpecialty:English Language and LiteratureDepartment( or sub institute):Foreign Languages DepartmentShijiazhuang CollegeApril, 2008AcknowledgementsI wish to express my profound indebtedness to Professor Hu Weigao, my supervisor. In the last two months, he has given me indispensable and comprehensive help in many ways, from the first outline of the dissertation to its final completion. The present work could not have been in this present form without his guidance, help and unreserved trust in me.I am grateful to Professor Liu and Wang for their scholarly advice, generous help and kind encouragement in the past two months.I would like to express my heartfelt thanks to Professor Li, who enthusiastically provided me with information, and kindly read my thesis, and helped me to polish its language.And finally, I would express my sincere thanks to my friends, Kang Lixiu, Ma Yunxiang, Li Bo, and Jia Zheng for their support, kindness and understanding.（四号字 Times New Roman）摘 要（三号黑体，上下各空1行5号，中间空2汉字）伴随着早期的移民拓荒、定居北美，清教主义已广泛传播并渗入于美国的文化和文学中。作为一种教义，清教主义不再具有原有的意义，但它对新英格兰乃至整个美国由来已久的影响，却在美国这个因追寻清教理想而诞生的国度形成了一种特殊的文化氛围，它不仅与美国人性格中的个人主义有联系，对美国文学的发展和特点也起着重要作用。论文通过审视清教徒及清教思想对美国文化的影响以及它在文学作家和作品中的体现，来探讨清教思想的重要性以及它对早期美国文学的具体作用。本文由四个部分构成。第一部分重点讨论清教徒及清教思想的特点；第二部分则着重讨论清教主义盛行于早期美国的社会及历史根源，即清教主义能够影响早期美国文学的原因；第三部分详论了清教主义对早期美国作家及作品的具体影响；最后一部分从宏观的角度对清教思想和美国文学进行了阐述。论文最后认为清教思想和早期美国文学之间是一种源与流的关系。从某种意义上说，是清教主义孕育了美国文学，也正是清教主义使得美国人民和美国文学有了自身的特点。关键词: （加黑，加冒号） 清教主义； 美国文学； 上帝； 象征主义（加分号，字间2空）Abstract （三号字，居中，上下空5号字）With the immigration and settlement of early Puritans in North America, Puritanism has permeated widely in American culture（五号，隔一行，空四字母）. As a religion, Puritanism has lost its original meaning, but formed a particular cultural atmosphere in America, the country founded on mythological idealism. It has truly exerted an extensive influence on the formation and development of American literature. From the perspective of the influence of Puritanism on American culture and its embodiment in literature, this graduation paper will discuss the great importance of Puritanism and how it influences early American literature. It includes four parts, with the first part focusing on the characteristics of Puritans and Puritanism which are reflected in early American literary works; the second part discusses the social causes for the prosperity of Puritanism and the reason why Puritanism can influence American literature so much; the third part analyzes the specific influences of Puritanism in some typical literary works; and the last part addresses the relationship between Puritanism and early American literature on the whole. This paper is intended to give a complete introduction of Puritanism and to provide the reader with different perspectives from which to view American literature.Key Words:（加黑，加冒号）Puritanism; American literature; God; symbolism（加分号，字间2空）Contents(三号字)1. Introduction12. Social Causes for the Prosperity of Puritanism in Early American Literature2.1. The Immigrants Religious Beliefn2.2. Historical Reasonn2.3. The Early American Literature Formn3. The Specific Influence of Puritanism on Early American Literaturen3.1. Significant Influence from The Great Biblen3.2. Puritan Beliefs Influencen 3.2.1 Puritan Beliefs Influencen3.3. Formulating the Writing Skill of Symbolismn4. Conclusion nReferencen（五号字 Times New Roman）1. Introduction（标题, 居中，加黑，三号，Times New Roman，下空一行五号。以后所有章节各级标题都同此。但是，不可用“一、”等汉书形式）（所有段落开头都空四个字母。正文1.5倍行距，5号字，Times New Roman，各段之间不空行，各章之间空一行）Puritanism is the practices and beliefs of the Puritans. There they meant to prove that they were Gods chosen people enjoying His blessing on this earth as in heaven.Therefore, it is safe to say that only have a comprehensive and systematic knowledge of Puritanism; people can truly understand the American culture and literature.（下空一行）2. Social Causes for the Prosperity of Puritanismin Early American Literature2.1. The Immigrants Religious Belief （小四号，加黑，左对齐）The first permanent English settlement in North America was established at Jamestown, Virginia in 1607. Naturally, the religious belief that Puritans advocated became the most popular one during that period of time.2.2. Historical ReasonIf the time, especially the religion which control peoples mind does not have any important change, peoples thought will alter little. These were the Puritan values that dominated much of the earliest American writing, including the sermons, books, and letters of Puritan clergymen.3. The Specific Influence of Puritanismon Early American LiteratureSince the first group of pilgrims landed on American soil, they brought not only religion but also literature. The pilgrims who are Puritans established schools and encouraged education, which contributed to the development of literature.3.1. Significant Influence from The Great BibleIt is a critical commonplace now that American literature is based on a myth, that is, the Biblical myth of the Garden of Eden. Fired with such a sense of mission, the Puritans looked even the worst of life in the face with a tremendous amount of optimism. All this went, in due time, into the making of American literature ( 1999：234).This is made clearer and more eloquent in John Winthrops A Model of Christian Charity. The first governor of the Massachusetts Bay .the God for this work of building a new Garden of Eden in the new world:“The Lord will be our God and delight to dwell among us, as His own people, and willcommand a blessing upon us in all our waysfor we must consider that we shall be as a city upon a hill, the eyes of all people are upon us ”(1630: 56).During the colonial period, some Puritan poets also appeared on the literary stage. Among them, Edward Taylor is the most accomplished poetic craftsman. 3.2. Puritan Beliefs InfluenceIn the eighteenth century, Puritanism has been planted deeply in American minds. Thus for a long time the hope kept floating before the people, keeping them happy and optimistic about the future. 3.2.1. Puritan Beliefs Influence （三级标题，5号，加黑，左对齐） The American Puritans metaphorical mode of perception . Puritan doctrine and literary practice contributed to no small extent to the development of an indigenous symbolism 3.3. Formulating the Writing Skill of Symbolism.To the pious Puritan the physical, phenomenal world was nothing but a symbol of God. God .crew do not leave it alone, it is only natural that they get drowned.4. ConclusionAmerican literary history is as short as the history of its country. How did a nation without its own language and literary traditions come to realize its literary independence? gradually, its significant influence on early American literature will exist all the time and surely it will obtain more attention from people in the future. Reference(汉语文献用宋体5号，英语文献用5号“Times New Roman”； 1.5倍行距，不加粗。参考文献分为中英文两类，英文在前，中文在后，二者均按字母顺序排列。用悬垂缩进格式)1 Annette T. R. 2000. American literature root and flower. Beijing: Foreign Language Teaching and Research Press.2 Feidelson，D. 1981. Symbolism and American literature. New York: Viking Press.3 Fredmednick, F. 1988. An introduction to American literature. Zhengzhou: HeNan University Press. 4 Gottesman, R. et al. (eds) 1979. The Norton anthology of American literature. New York: Norton.5 Hawthorne, N. 1850. The scarlet letter. Beijing: China Book Press.6 Mcmichael, G. 1985. Concise anthology of American literature. New York: Macmillan.