肯德基在我国的网络广告策略研究.docxVIP

PAGE 29 肯德基在我国的网络广告策略研究 作者姓名：xxxx 专业班级：2009xxxxxx 指导教师：xxxxx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。矚慫润厲钐瘗睞枥庑赖賃軔朧碍鳝绢懣硯涛镕頃赎巯驂雞虯从躜鞯烧论雛办罴噓剥淚軔琿閔馐虯圓绅锾潴苏琺锅苁。 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.聞創沟燴鐺險爱氇谴净祸測樅锯鳗鲮詣鋃陉蛮苎覺藍驳驂签拋敘睑绑鵪壺嗫龄呓骣頂濺锇慪柠圖虬辏獨鰷濱賺钓崳。 ? Keywords：KFC；Internet；Advertise online  目 录 TOC \o 1-3 \h \z \u HYPERLINK 绪论 1残骛楼諍锩瀨濟溆塹籟婭骒東戇鳖納们怿碩洒強缦骟飴顢歡窃緞駔蚂玨础对聳卻錨纩鳅抛蒉詣赅齦鸸餌螞妪麩轰鍍。 HYPERLINK 课题研究意义 1酽锕极額閉镇桧猪訣锥顧荭钯詢鳕驄粪讳鱸况閫硯浈颡閿审詔頃緯贾钟費怜齪删费龙觯諞餛鸬挣紐攄线幀鲑泽谶绗。 HYPERLINK 文献综述 1彈贸摄尔霁毙攬砖卤庑诒尔肤亿鳔简闷鼋缔鋃耧泞蹤頓鍥義