肯德基品牌中国本土化营销策略的研究

1肯德基品牌在中国本土化营销中的4P策略.................21.1本土化产品策略.......................................21.2本土化价格策略.......................................51.3本土化促销策略.......................................61.4本土化渠道策略.......................................82肯德基本土化策略对中国餐饮业带来的启示...............92．1中国餐饮业的现状....................................92．2肯德基的成功给中国餐饮业的启示......................113中国餐饮业未来的发展对策.............................123．1提高和保证餐饮产品质量.............................123．2规范并合理化产品的定价.............................133．3持续而强有力的产品促销.............................133．4建立正确并有效的营销渠道...........................14参考文献................................................16致谢.................................................17

摘要

【关键词】跨国营销本土化中国餐饮肯德基

Abstract

Thisarticleisbasedonthe“4P”theoryinthemarketing.ThenIlaunchtheelaborationfromthesefouraspects—product,price,promotion,place.ThefirstparthasfirstmadetheanalysistoKFCintheglobalmarkethomogenizationproductstrategy,thenelaboratedfromthebrandlocalizationandthemenulocalization.Second,thirdandthefourthpartwassimilarlyconductedtheresearchfromthehomogenizationandthelocalizationtwoaspectstothefixedpricestrategyandthepromotionstrategyaswellasthechannelstrategy.ThelastpartistheintroductionofthegoodexperienceofsuccessforKFCinChinaaschainrestaurant.Setupagoodsamplefordomesticrestaurant,andintroductionthathowtotakeadvantageofKFC’sexperience.

【Keywords】TransnationalMarketinglocalizationstrategyChina’scateringindustryKFC