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In the context of China’s rapid economic growth, China’s fast food industry has been developing rapidly, however, compared to the tremendous market share and the perfect operation mode of McDonald’s, KFC and other western-style fast food enterprises, whether from the turnover, the scale or the brand recognition, management methods, Chinese fast food still have a long way to go. Market competitiveness of Chinese fast food enterprises is still weak, the modernization degree of management still needs to be enhanced.This paper firstly makes a summary of the China’s fast food industry status quo, analyzes the current favorable business environment of Chinese fast food enterprises, and demonstrates it by the population environment, the economic environment and policy environment; secondly, on base of field survey and consulting relevant data, this paper finds the four typical problems which constrain the development of Chinese fast food - target market positioning issues, standardization issues, the issue of brand, chain issues, and studies them: for the target market positioning issues, first identifies the implication of the target market, analyzes the function of Chinese fast food target market positioning, and analyzes the target market positioning of Malan Noodles, Li hua Fast Food; for the standardization issues, mainly analyzes the necessity of Chinese fast food standardization and the reasons for the low level of Chinese fast food standardization, then analyzes the standardization issues of Malan Noodles, Lihua Fast Food; for the issue of brand, first defines the relevant concepts of brand orientation, puts forward the basis of the Chinese fast food enterprises exploring for the brand-building, and then analyzes the brand-building status quo of Malan Noodles, Lihua Fast Food; for chain issues, on base of study on the chain-operation concept and classification, analyzes the favorable conditions of the development of the chain and the existing problems in the development, and explores the chain operating status of Malan Noodles, Lihua Fast Food; finally, with the case analysis of Malan Noodles and Lihua Fast Food, provides the specific countermeasures to solve the problems which restrict development of Chinese fast food.
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