Abstract:Z-Kung fu Global Chinese Fast Food Chains is a new mode of operation in Chinese fast-food chain industry. It has solved the standardization problems in Chinese fast food industry for the first time and set a new way of developing the Chinese fast food. Up to now, Z-Kung fu has opened 250 bistros, and began to compete with the foreign fast-food restaurants. Developing on strong capital, Z-Kung fu is expanding rapidly. However, there are still problems existing in the marketing strategies of Z-Kung fu as follows. Firstly, it only achieves in standardization but it’s lack of support of the functional value. Secondly, it still difficult to compete with foreign meal in many ways, such as human resources, services and quality. Thirdly, there still exist some disadvantages of high-speed expansion. These problems show the weaknesses of Z-Kung fu in development at present.

　　　This paper studies the marketing strategies of Z-Kung fu to find out its advantages and disadvantages, hoping that Chinese chain enterprises will be enlightened in the future.

Key Words: Z-Kung fu; Standardization; Competition; Expansion;

中文摘要:真功夫全球华人连锁快餐店是一家以全新模式运行的中式快餐连锁企业，它首次攻克了整个中式快餐业的标准化难题，探索出了中式快餐发展的新路。到目前，真功夫开了250家直营店，开始和洋餐比拼起来。真功夫借助着雄厚的资本，高速发展着。但真功夫的营销模式还存在以下问题：仅仅做到标准化却缺乏功能价值的支撑，还有很多方面难以于洋餐竞争，高速发展带来的诸多隐忧。以上种种问题都反映了真功夫在目前的发展状况下的弊端，值得做出反思。

　　由此，本文通过对真功夫的营销战略的分析，发现其优点和弱点，希望对未来我国连锁企业的发展有所启示。

关键字:真功夫；标准化；竞争；扩张