工商管理-肯德基广告营销策略研究

本科论文摘 要在全国经济飞速发展的今天，肯德基不得不面对日益竞争激烈的市场经济环境。肯德基正是通过广告营销策略来推广企业产品、提升企业产品形象、从而占得了市场先机的“利器”。我国目前餐饮市场的营销方式主要注重于企业品牌文化的宣传和如何引导消费者的市场行为。在众多营销方式中，广告营销的策略主要起到了提高企业产品的销售量、刺激客户的购买欲望、从而更好地提升企业在市场的竞争能力、同时也有效传递了消费信息的效果。当今消费者的消费行为趋于多样化和理性化，肯德基广告营销策略应用领域向产品价值塑造、企业形象宣传及扩大企业社会影响力延伸。当下年代的人们，生活消费水平是日益提高的，消费观念的也是不断提升，促使着肯德基广告营销领域中，既面临着一定的市场前景，同时也是面临着一定的挑战性。在当下经济环境的严峻考验下，激烈的市场竞争环境下和社会文化环境下，消费者的多样化需求不断地涌现，以及文化产业地位地不断提升，使得肯德基的行业竞争态势也趋向多元化，不再是单一的强调产品质量，也逐步提倡产品文化，与中国文化的结合，孕育出具有明显的色彩区域性，从而在广告营销上突出其餐饮特色。关键词：肯德基；广告营销；PEST 分析；本土化本科论文Research on KFC's advertising marketing strategyAbstractNowdays, with the rapid development of market economy. KFC has to confronte with increasingly competitive market economy environment, The advertisement marketing strategy of KFC is a "sharp weapon" that promote products, improve enterprise brand image, and make headway in markets. Current catering market model place emphasis on publicity of corporate brand culture and lead customers' consuming behavior. In many marketing tools, the strategy of advertising marketing mainly plays a role in stimulating customers' desire to buy, advance the sales volume of products, effective transmission of consumer information. Most importantly, enhance the competitiveness of enterprises in the market. Today, the public consumption behavior tends to be pluralism and rationalization, and application of advertising market...