포스트 코로나 시대의 하이디라오 경쟁우위 지속성에 대한 함의

Abstract

This paper This paper examines the sources of competitive advantage that Chinese hot pot restaurant company Haidilao has emerged as the number one in the industry despite its less than 30 years of history in terms of differentiation, cost advantage, and resource compliance. We looked at the implications of the sustainability of the existing competitive advantage of Haidilao, whose business environment remains uncertain due to the prolonged crisis due to the COVID-19 pandemic. As a result of the study, Haidilao has a price advantage through quantitative top-line growth through expansion of the number of stores and systematic supply chain management. In addition, under an organizational culture that places great importance on employee satisfaction, a system of active delegation of authority to employees, training and management of human resources, and a fair and fair work environment such as ‘I can change my destiny with my two hands’ are established to continuously gain competitive advantage. Is leading. This was remarkable in terms of customer satisfaction and creating customer value through Hadilao unique excellent service. As an implication, this study aims to provide important information for strategic decision-making to related managers by suggesting ways to secure a competitive advantage for foreign franchise restaurant companies that have entered China in the post-COVID-19 era.