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《快餐連鎖店的營銷策略分析——以肯德基為例（英文）》由會員上傳分享，免費在線閱讀，更多相關(guān)內(nèi)容在學(xué)術(shù)論文-天天文庫。
1、快餐連鎖店的營銷策略分析一一以肯德基為例摘要肯德基成立于1930年，1987年進(jìn)軍中國市場。作為一個名符其實的洋快餐，在當(dāng)時中國餐飲業(yè)缺乏標(biāo)準(zhǔn)化的情況下，想耍打響品牌是有難度的。于是在正式進(jìn)駐中國前，肯德基做了3年的市場調(diào)杳，它采取了不同于美國門店而符合中國國內(nèi)市場的營銷策略，這是它在屮國市場取得成功的重要原因。一個企業(yè)尤其是餐飲行業(yè)想要在市場中立足，除了干凈、衛(wèi)生等硬性化要求外，入鄉(xiāng)隨俗制作出符合當(dāng)?shù)匚幕漠a(chǎn)品也是必不可缺的?？系禄ㄟ^它特別的營銷策略在這20多年來在中國成為了西方快餐連鎖行業(yè)的巨頭。本文以成功進(jìn)軍中國的快餐行業(yè)肯德棊為例，探宂肯德基在中國的發(fā)
2、展歷程，并分析其具有屮國特色的營銷策略和不足之處，旨在幫助屮國快餐連鎖店進(jìn)行新的創(chuàng)造性思考。關(guān)鍵詞：肯徳基營銷策略優(yōu)勢缺失啟示AbstractFoundedin1930,KFCenteredtheChina’smarketin1987.Asawestern-stylefastfoodrestaurant，itwasverydifficultforKFCtopromoteitsbrandinChinawheretherewasnostandardizationincateringindustry.Therefore，KFChadbeendoingmarketres
3、earchfor3yearsbeforeenteringtheChina’smarket.ThemarketingstrategiestakenbyKFCinChinaareparticularlyappropriateforChina’sdomesticmarketanddifferentfromthoseinAmericanoutlets.ThisisoneofthereasonswhyitsucceedsinChina.Inordertokeepacertainmarketshare，itisnecessaryforcateringenterprisest
4、ooffertheproductswhichareinaccordancewithlocalcultureaswellasmeettherequirementsofhygiene.Formorethan20years，KFChasbeentheleadingwesternfast-foodchaininChinawithitsspecialmarketingstrategies.TakingKFCthathassuccessfullyenteredtheChinesefast-foodindustryasanexample，thisthesisstudiesKF
5、C’sdevelopmentinChinaandanalyzesitsmarketingstrategieswithChinesecharacteristicssoastohelpChinesefast-foodbusinessesmakeahealthydevelopment.Keywords:KFC;Marketingstrategies;Advantages;Disadvantage;RevelationContents摘要iAbstractiiContentsiii1Introduction12KFC’sDevelopmentProcess13Advan
6、tagesofKFC’sMarketingStrategiesinChina23.1PromotionalStrategy23.1.1AdvertisingStrategy23.1.2CouponStrategy33.2BrandStrategy43.3ProductStrategy43.3.1LocalizationofProductName43.3.2LocalizationofProduct43.4MarketExpansion54DisadvantagesofKFC’SMarketingStrategiesinChina64.1ProblemsofFoo
7、dSafety64.2DifficultAccessofNewProductstoMassMarket74.3InconsistencyBetweenPriceandProductValue75RevelationofKFC’sMarketingStrategyofLocalizationfortheChineseLocalFast-foodIndustry75.1EstablishmentofQualityCorporateImage75.2GoodCrisisManagement85.3DevelopmentofProductsSatisfyingConsu
8、mers95.4Qual
