KFC的市场策略研究(中国市场).docVIP

KFC公司的推销策略研究——中国市场 PAGE 24 PAGE 23 KFC公司的推销策略研究 ——中国市场 KFC公司的推销策略研究 ——中国市场 摘 要 随着经济社会的发展，人们生活水平逐步提高，购买能力也随之增强，在靠规模取胜的快餐行业中，竞争历来异常激烈，商家如何在竞争中脱颖而出，立于不败之地，制定科学合理的策略尤为重要。现今“洋快餐”餐饮业在品质同质化的时代，合理的推销策略已经越来越成为商业组织创造竞争优势的最有效手段。本文通过对KFC现有情况进行了一系列的分析，如KFC的推销策略、品牌形象等等进行阐述，并提出了KFC在发展过程中存在的问题，及针对存在的问题提出解决的方案。KFC作为一家洋品牌能在中国以东方口味为主的多元市场上站稳脚跟，必然具有它独特的推销理念。走中西结合的本土化策略和特许经营策略，专为中国人设计食品，让顾客满意的终极服务等等，充分显示KFC销售能力。由此可见，在特定市场有针对性的推销策略是一个企业成功的关键因素。 关键词：本土化，洋品牌，推销策略，特许经营，中西结合 ?  KFC company marketing strategy ——The Chinese market ABSTRACT Along with the development of economic society ,gradually improve the peoples living standard , buying capacity increase consequently, also in the fast food industry by scale to win unusually fierce competition, the businessman has how apart from the competition, invincible, to make a scientific and rational strategy is especially important. Nowadays foreign brand catering in the era of quality homogeneity, rational marketing strategy has more and more become commercial organizations to create the most effective means of competitive advantage. This article through to KFC existing situation conducted a series of analysis, such as KFC canvassing strategy, brand image, in the Chinese market strategy etc is expounded, and put forward the KFC in the problem in the process of development, and for each one of the problem put forward the countermeasures, finally make a summary. KFC as a foreign brands in China but can mainly on Oriental taste on multiple market foothold, inevitably has its unique marketing idea, walk the combines western localization strategy and franchising strategy, designed for Chinese design food, satisfying the customers ultimate service, etc., and fully display the KFC sales ability. Therefore, in particular market targeted marketing strategy is a enterprise the critical success factors. Key Words: Localization, foreign brand, and to sell strategy, franchising, Chinese and western union  目 录 TOC \o 1-3 \h \z \u 摘 要 2 ABSTRA