肯德基品牌策略经营研究.docVIP

1 毕 业 论 文 肯德基品牌策略经营研究  中 文 摘 要 肯德基的品牌策略研究在当今世界具有重要的意义。品牌是企业和产品的标志，在企业的营销活动中发挥着重要作用。 肯德基是世界知名企业的代表，它的品牌更是家喻户晓，但也存在着不足之处，但整个肯德基无论是美国国内的连锁店还是遍布世界各地的连锁店，几乎都采取了一种高度程式化的相同的营销管理模式，采取一种无视市场差别与变化的以不变应万变的市场营销策略。这就意味着要细细分析肯德基当前现状的品牌策略。 关键词 肯德基、品牌策略、研究 Abstract Macdonalds research on the brand strategy in the world today has important significance. Corporate and product brand is the symbol, in the marketing activities of enterprises play an important role in. Macdonald is a world famous representatives of enterprises, its brand is make known to every family, but also some shortcomings, but the entire Macdonald whether the United States domestic chain stores or chain stores throughout the world, almost all adopt a highly stylized the same marketing management model, to take a difference and ignore market changing with changeless should 10 thousand change marketing strategies. This means careful analysis of the current situation of the brand strategy of Macdonald. Key words Macdonald Brand strategy Research  目 录 1绪论…………………………………………………………………………………………………………1 1.1选题依据…………………………………………………………………………………………………1 1.2文献综述……………………………………………………………………………………………1 2 理论综述………………………………………………………………………………………………………2 2.1品牌的内涵…………………………………………………………………………………………………2 2.2品牌策略的含义……………………………………………………………………………………………2 2.3品牌策略经营的必要性……………………………………………………………………………………2 3肯德基的品牌策略经营现状…………………………………………………………………………………3 3.1肯德基简介………………………………………………………………………………………………3 3.2肯德基品牌策略经营的现状………………………………………………………………………………3 4肯德基品牌策略经营存在的问题……………………………………………………………………………4 4.1品牌形象的固定化…………………………………………………………………………………………4 4.2竞争手段的制约……………………………………………………………………………………………4 4.3产品单一及健康问题………………………………………………………………………………………4 5肯德基品牌策略经营的对策………………………………………………………………5 5.1以人为本强化管理…………………………………………………………………………………………5 5.2优质服务…………………………………………………………………………………………………5 5.3广告品牌推广……………………………………………………………………………………………5 5.4品牌营销活动………………………………………………………………………………………………5 结论……………………………………………………………………………………………………11 参考文献……………………………………………………………………………………