伴随经济的高速发展，生活节奏加快，人们希望能节约就餐时间，快餐食品在人们生中的地位越来越重要了。
Along with the rapid development of economy, the quickening pace of life, people hopes to save meal time in people born, fast food the position is more and more important.
然而，纵观在我国的中、西式快餐企业发展现状，中式快餐企业展滞后。
However, throughout in China and western fast food enterprise development in the status quo, Chinese fast food enterprise exhibition lag.
从总体上来看，在市场上知名度最高、销售最好的仍然是“麦当劳”、“肯德基”西式快餐企业。
From the overall, in the market the best, most famous sales are still "McDonald's", "KFC" western fast-food enterprise.
面临世界快餐业发展的机遇与挑战，如何发展中式快餐企业逐渐成为学术所关注的焦点。
Facing the world fast-food development opportunities and challenges, how to develop Chinese fast food companies have gradually become the focus of academic concern.
本文从市场细分到品牌定位的全过程，对西式快餐品牌的典型案例肯德基、麦当劳和中式快餐品牌马兰拉面、真功夫的差距比较和品牌定位进行比较研究。
This article from market segment to the whole process of brand positioning of western fast-food brand, the typical cases KFC, McDonald's and Chinese fast food malan noodle, true kongfu brand compared and brand positioning the gap comparative studies.
比较的目的在于，一是发现中式快餐现状中存在的问题及品牌定位中存在的不足，二是通过对品牌定位平衡观点及肯德基、麦当劳品牌定位策略的解析为中式快餐品牌的定位提供一套科学化、系统化的程序、方法。
The aim is to compare Chinese fast food situation is found the problems and limitations of brand positioning, 2 it is through to brand positioning balance views and KFC, McDonald's brand positioning strategies for Chinese fast food brand of analytical positioning provide a set of scientific and systematic procedure, method.
最后本人建设性的提出对中国快餐业未来发展方向的若干建议.
Finally I constructive puts forward the future development direction of Chinese fast food some Suggestions.