本文希望通过研究得出一些对中式快餐企业特许经营有帮助的策略。具体工作如下： 首先，介绍研究背景、特许经营的概念和国内快餐业的现状及中西快餐特许经营的比较，然后，指出中式快餐企业在品牌建设、企业行为符号、管理系统和服务质量等方面存在的不足。最后，提出解决策略。 本文认为，企业要注意企业品牌和企业文化建设，进行品牌定位和形象设计，管理并维护品牌资产；中式快餐特许经营产品要标准化，进行菜品质量管理，还要使产品差异化，形成自己的特色；建立标准的管理系统，进行规范化管理；注重店面布局、装饰，加强企业内部营销，进行员工培训，提高服务质量，并提供特色服务；慎重进行加盟网点的选址工作；慎重选择加盟店，注重与加盟店之间进行沟通，发展加盟店的同时也要相应发展直营店；建立现代物流配送系统。

Abstract This paper is written with the hope that it will do some help to the Chinese fast-food franchising business. The main works are as follows： First, the paper introduces the background of the domestic fast-food industry, some related concepts and the status quo; then points out the inadequate of Chinese fast-food enterprises in the brand building, symbols of enterprise behavior, management system and the quality of services; finally, considering these problems, it puts forward a number of strategies. Enterprises should pay attention to brand building, corporate culture. Chinese fast-food franchising enterprises should standardize their products and control the food quality, and differentiate their products to develop its own characteristics. They should consider establish standards of management systems, pay attention to store decorations and strengthen internal marketing with staff training to improve the quality of service and provide special services. By choosing the location of stores and the cooperated companies carefully and taking into account of the corporations with regular communication, they can establish a modern logistics distribution system.