乐山肯德基营销战略研究

肯德基作为洋快餐的代表，它的足迹遍布了全世界，肯德基在中国取得的成功一定有它特殊的营销战略。同样是以人为本，同样是稳健经营，管理理论是一样的，但做出来就大有不同了。一个完美无缺的经营战略，如果执行不力，最后也会变得一文不名；而确定了恰如其分的经营战略，再辅之以完满的贯彻实施，企业才能百战不殆，长盛不衰。严格统一的管理， 清洁幽雅的用餐环境， 使肯德基在顾客心里留下了良好印象，被中国消费者熟知和喜爱，被公认为“顾客最常惠顾的”品牌之一。肯德基之所以会如此地成功，与其在中国市场的本土化营销策略是息息相关的。首先，对本土化营销的概念进行了介绍；然后，对肯德基在乐山的营销策略、在乐山营销现状、在乐山营销策略的优势及在乐山营销存在的问题进行分析；最后是肯德基对乐山餐饮企业的启示。乐山肯德基营销战略研究摘 要Abstract关键词：肯德基；中国市场；本土化营销策略Kentucky as the representative of the favored, its footprint all over the world, KFC in China's success must have it special marketing strategy. The same people-oriented, and is also sound operation and management theory is the same, but would have to make a different. A perfect management strategy, if execution dreadful, finally will become poor; And determine the appropriate management strategy, again complementary with full implementation, the enterprise can you, longevity. Strict management of unity, clean elegant dining environment, the KFC in customer left a good impression in the heart, by the Chinese consumer hep and the affection, is recognized as the "customer the most often patronage of" one of the brand. Kentucky can so successful, in the Chinese market with the localization of the marketing strategy is closely linked. First of all, to the localization of the concept of marketing are introduced; Then, to KFC in China marketing strategy, marketing situation in China, in China the advantage of marketing strategies and marketing problems in ChinaAnalysi...