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KFC肯德基本土化戰略研究

時間:2019-05-19 08:12來源:英語論文
A Study on Localization Strategy of KFC-Taking KFC in Xuzhou as Example英語論文KFC肯德基本土化戰略研究

Abstract KFC has entered Chinese market for 28 years, developing from the first restaurant in Beijing to China’s largest fast-food chain enterprise with more than 4600 restaurants, covering almost all provinces, municipalities and autonomous regions in China, except Tibet. As a leader of outstanding representatives of multinational brands and China’s fast food industry, KFC has actually achieved great success and in the process the localization strategy has played unplaced role. The localization strategy not only enables KFC perform well in innovating new products and attracting consumers, but also helps a lot in marketing and coexisting harmoniously with Chinese traditional culture. Localization strategy is a very significant marketing strategy, especially for multi-national Corporations. The localization strategy of KFC is quite typical for extremely successful result it has brought. This paper will take KFC in Xuzhou as an example, analyzing its localization strategy systematically, hoping to give some inspiration and suggestions to other fast food brands and related corporations.35523
Key words:  KFC     Fast Food Industry     Localization
 [摘要]肯德基進入中國市場已28年,由最初的北京的第一家分店,發展到遍及中國大陸除西藏以外的所有省、市、自治區,分店數量已逾4600家,是中國規模最大、發展最快的快餐連鎖企業。發展勢頭仍然不減。作為跨國品牌的杰出代表及中國快餐行業的領頭羊,肯德基的成功的重要因素之一——本土化策略發揮了巨大作用。本土化策略不僅讓肯德基在產品創新與迎合消費準則方面獲益匪淺,在和諧中國文化,成功營銷方面也起到很大的作用。本土化策略是一個非常重要的營銷策略,尤其對跨國公司而言。肯德基的本土化策略十分具有典型性,運用的極為成功,下面本文將以徐州為例,對肯德基的本土化進行系統分析,希望能給相關企業的經營帶來啟發和幫助。 源¥自%六:維;論-文'網=www.aftnzs.live
關鍵詞:肯德基     快餐企業     本土化
Content
Abstract••••i
摘要••ii
Chapter One  Introduction    1
Chapter Two  General History of KFC    3
2.1General Introduction of KFC    3
2.2 KFC in Xuzhou    3
Chapter Three  The Concept and Reason of adopting Localization Strategy    4
3.1 The Concept of Localization    4
3.2 The Reasons of KFC’s adoption of Localization Strategy    4
3.2.1 To adapt to the local culture    4
3.2.2 To meet the needs of consumers    5
3.2.3 To Adapt to the Market Environment    5
Chapter Four the Performance of KFC’s Localization Strategy -- Taking Xuzhou as an Example    7
4.1 The Localization of the Products    7
4.2 The Localization of the Brand    8
4.3 The Localization of Marketing    8
4.3.1 The Localization of Advertisement    8
4.3.2 Building Good Images    10
4.4The Localization of Staff    11
Chapter Five  Conclusion    13
5.1 Main Content and Conclusion    13
5.2 Inspirations Brought by KFC’s Localization Strategy    13
5.2.1Focusing on consumers    13
5.2.2 Combining Standardization with Localization    14
5.2.3 Keeping Constant Innovation    15
5.2.4 Paying attention to product promotion    15
References    17
A Study on Localization Strategy of KFC—Taking KFC in Xuzhou as Example
Chapter One Introduction KFC肯德基本土化戰略研究:http://www.aftnzs.live/yingyu/20190519/33518.html
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