肯德基在我国的网络告策略研究毕业论文.docxVIP

 PAGE \* MERGEFORMAT 58 肯德基在我国的网络广告策略研究 摘 要 伴随经济的高速发展，生活节奏的加快，人们对就餐时间和就餐质量的要求也随之提高，快餐食品在人们生活中的地位越来越重要了。在探讨跨国餐饮连锁企业成功运营过程中，肯德基无疑是快餐行业的典型代表。近几年，肯德基在中国的发展同样也取得了骄人的成绩，在成功的背后，不得不谈到它成功的经营方法。在这个信息技术高速发展的社会中，网络扮演着十分重要的角色，可以说我们每个人都离不开它。本文便从肯德基发展说起，着重阐述其在我国的推广活动中所涉及的网络广告营销策略，分析其网络传播手段，指出其不足之处并提出一些相关建议；最后，本文指出公司在进行广告营销时，既要有关于产品的广告，同时更应该充分考虑到把品牌融入到当地的文化生活中去，以便给快餐行业的同行们提供一些借鉴。 关键词：肯德基 网络 互联网广告  Study on KFC Network Advertising Strategy Abstract: With the rapid development of economy and the quickening pace of life, people’s demand about eating time and quality has increased. Fast food is playing more and more important role in daily life. KFC is a typical representative of the fast food industry in the studies on transnational catering chain enterprises successful operation process. In recent years, the development of KFC in China has also made remarkable achievements, and for its success we have to talk about its successful method business. The network plays a very important role in the high speed development of the information technology society, we can say that each of us cannot leave it. This article first analyses the development of the KFC, focuses on the analysis of its network advertising marketing strategy in China, analyses the network means of communication, and further explains its shortcomings and make recommendations. Finally, this paper points out that companies are not only need the product advertising, but also should give full consideration to the brand into the local cultural life in their advertising and marketing for providing some reference for the fast food industry colleagues. ? Keywords：KFC；Internet；Advertise online  目 录  TOC \o 1-3 \h \z \u  HYPERLINK \l _Toc358156339 绪论  PAGEREF _Toc358156339 \h 3  HYPERLINK \l _Toc358156340 课题研究意义  PAGEREF _Toc358156340 \h 3  HYPERLINK \l _Toc358156341 文献综述  PAGEREF _Toc358156341 \h 3  HYPERLINK \l _Toc358156342 研究内容和方法  PAGEREF _Toc358156342 \h 3  HYPERLINK \l _Toc358156343 第