摘 要:随着西式快餐企业的迅速扩张和中式快餐企业的不断涌现，我国快餐业市场的竞争日趋激烈。面对这样的机遇和挑战，中式快餐业迫切需要进行改革和创新，找到自己有别于西式快餐业的竞争优势。而现代快餐业的竞争究其根本是企业商业模式的竞争，因此对商业模式进行创新成为许多企业寻求竞争优势的一种手段。商业模式创新是企业如何为顾客创造更多价值而提供的基本逻辑的创新与演化，其核心和根本是顾客价值的增加。只有以顾客为中心，为顾客创造更多的价值，企业才能持续赢利，获得优势地位。因此，本课题通过顾客价值增加理论这一独特视角，对中外快餐业的商业模式进行研究，搜集资料、对比分析、归纳总结中外快餐业商业模式的优势及问题。并在对商业模式创新的影响因素的探究基础上，从顾客需求的角度出发，提出中式快餐业商业模式创新的有效对策。最后结合对百胜集团旗下的东方既白这一西式经营的中式快餐品牌的案例分析，为中式快餐业商业模式的创新发展提供借鉴意义。

关键词：中外快餐业；商业模式；创新；顾客价值

ABSTRACT:As a result of the rapid expansion of the western-style fast food enterprises and Chinese-style fast food enterprises have sprung up, the competition in the fast food industry in our country is increasingly fierce. In the face of such opportunities and challenges, Chinese-style fast food industry needs to reform and innovate immediately, to find its competitive advantages different from the western-style fast food. In fact, the real competition lies in the modern fast food industry is the enterprise business model, therefore, many enterprises regarding seeking a brand new business model as an efficient mean of making competitive advantages. Business model innovation is innovation and evolution for enterprise to create more value for customers, and the core and basic of business model innovation is increasing customer value. The only way for a enterprise to gain profit and advantageous position is to regard customers as the center and create more value for customers. This topic studies Chinese and western fast food business model through increased customer value theory, by gathering, comparing, analyzing and  summarizing data, given the advantages and problems of Chinese and foreign fast food business model. Moreover, on the basis of study of the influence factors of business model innovation, this article puts forward effective countermeasures of Chinese fast food business model innovation from the perspective of customer demand. At last, combining the East Dawning, a western-style managed Chinese-style fast food brand in case analysis, this essay provides useful reference for other Chinese fast food enterprises on the innovation and development of fast food business model.

Keywords：Chinese and western fast food; business model; innovation; customer value;