快餐连锁店的营销策略分析以肯德基为例（英文）.docVIP

快餐连锁店的营销策略分析一一以肯德基为例 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 Abstract Founded in 1930, KFC entered the China’s market in 1987. As a western-style fast food restaurant，it was very difficult for KFC to promote its brand in China where there was no standardization in catering industry. Therefore，KFC had been doing market research for 3 years before entering the China’s market. The marketing strategies taken by KFC in China are particularly appropriate for China’s domestic market and different from those in American outlets. This is one of the reasons why it succeeds in China. In order to keep a certain market share，it is necessary for catering enterprises to offer the products which are in accordance with local culture as well as meet the requirements of hygiene. For more than 20 years，KFC has been the leading western fast-food chain in China with its special marketing strategies. Taking KFC that has successfully entered the Chinese fast-food industry as an example，this thesis studies KFC’s development in China and analyzes its marketing strategies with Chinese characteristics so as to help Chinese fast-food businesses make a healthy development. Key words: KFC; Marketing strategies; Advantages; Disadvantage; Revelation Contents TOC \o 1-5 \h \z 摘 要 i HYPERLINK \l bookmark2 \o Current Document \h Abstract ii HYPERLINK \l bookmark3 \o Current Document \h Contents iii HYPERLINK \l bookmark5 \o Current Document \h Introduction 1 HYPERLINK \l bookmark6 \o Current Document \h KFC’s Development Process 1 HYPERLINK \l bookmark7 \o Current Document \h Advantages of KFC’s Marketing Strategies in China 2 HYPERLINK \l bookmark8 \o Current Document \h Promotional Strategy 2 HYPERL