分析“麦当劳”与“肯德基”的市场位和营销策略.docVIP

分析“麦当劳”与“肯德基”的市场定位和营销策略 摘要：全球范围看，麦当劳和肯德基尚不属于一个重量级，麦当劳的“量体裁衣”式营销 建立核心竞争优势 重文化、重品质、重服务，加强品牌核心竞争力 。肯德基的“水涨船高”式营销 ，人员本土化、职业化；注重培训，志存高远。麦当劳和肯德基各自有各自的营销理念，各自有各自的想法，不然怎会分出伯仲呢？ Abstract：Global perspective, the McDonalds and KFC is not a heavyweight; McDonalds tailor the establishment of the core competitive edge marketing-culture, re-quality, and heavy service and enhance brand core competitiveness. KFCs things - style marketing, end localization, professional; focus on training, cherish lofty aspirations. McDonalds and KFC each have their own marketing idea, each have their own ideas, or separation o