快餐连锁店的营销策略分析——以肯德基为例（英文）

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1、快餐连锁店的营销策略分析一一以肯德基为例摘要肯德基成立于1930年，1987年进军中国市场。作为一个名符其实的洋快餐，在当时中国餐饮业缺乏标准化的情况下，想耍打响品牌是有难度的。于是在正式进驻中国前，肯德基做了3年的市场调杳，它采取了不同于美国门店而符合中国国内市场的营销策略，这是它在屮国市场取得成功的重要原因。一个企业尤其是餐饮行业想要在市场中立足，除了干净、卫生等硬性化要求外，入乡随俗制作出符合当地文化的产品也是必不可缺的。肯德基通过它特别的营销策略在这20多年来在中国成为了西方快餐连锁行业的巨头。本文以成功进军中国的快餐行业肯德棊为例，探宂肯德基在中国的发

2、展历程，并分析其具有屮国特色的营销策略和不足之处，旨在帮助屮国快餐连锁店进行新的创造性思考。关键词：肯徳基营销策略优势缺失启示AbstractFoundedin1930,KFCenteredtheChina’smarketin1987.Asawestern-stylefastfoodrestaurant，itwasverydifficultforKFCtopromoteitsbrandinChinawheretherewasnostandardizationincateringindustry.Therefore，KFChadbeendoingmarketres

3、earchfor3yearsbeforeenteringtheChina’smarket.ThemarketingstrategiestakenbyKFCinChinaareparticularlyappropriateforChina’sdomesticmarketanddifferentfromthoseinAmericanoutlets.ThisisoneofthereasonswhyitsucceedsinChina.Inordertokeepacertainmarketshare，itisnecessaryforcateringenterprisest

4、ooffertheproductswhichareinaccordancewithlocalcultureaswellasmeettherequirementsofhygiene.Formorethan20years，KFChasbeentheleadingwesternfast-foodchaininChinawithitsspecialmarketingstrategies.TakingKFCthathassuccessfullyenteredtheChinesefast-foodindustryasanexample，thisthesisstudiesKF

5、C’sdevelopmentinChinaandanalyzesitsmarketingstrategieswithChinesecharacteristicssoastohelpChinesefast-foodbusinessesmakeahealthydevelopment.Keywords:KFC;Marketingstrategies;Advantages;Disadvantage;RevelationContents摘要iAbstractiiContentsiii1Introduction12KFC’sDevelopmentProcess13Advan

6、tagesofKFC’sMarketingStrategiesinChina23.1PromotionalStrategy23.1.1AdvertisingStrategy23.1.2CouponStrategy33.2BrandStrategy43.3ProductStrategy43.3.1LocalizationofProductName43.3.2LocalizationofProduct43.4MarketExpansion54DisadvantagesofKFC’SMarketingStrategiesinChina64.1ProblemsofFoo

7、dSafety64.2DifficultAccessofNewProductstoMassMarket74.3InconsistencyBetweenPriceandProductValue75RevelationofKFC’sMarketingStrategyofLocalizationfortheChineseLocalFast-foodIndustry75.1EstablishmentofQualityCorporateImage75.2GoodCrisisManagement85.3DevelopmentofProductsSatisfyingConsu

8、mers95.4Qual