肯德基在我国的网络广告策略研究作者姓名:xxxx专业班级:2009xxxxxx指导教师:xxxxx摘要伴随经济的高速发展,生活节奏的加快,人们对就餐时间和就餐质量的要求也随之提高,快餐食品在人们生活中的地位越来越重要了。在探讨跨国餐饮连锁企业成功运营过程中,肯德基无疑是快餐行业的典型代表。近几年,肯德基在中国的发展同样也取得了骄人的成绩,在成功的背后,不得不谈到它成功的经营方法。在这个信息技术高速发展的社会中,网络扮演着十分重要的角色,可以说我们每个人都离不开它。本文便从肯德基发展说起,着重阐述其在我国的推广活动中所涉及的网络广告营销策略,分析其网络传播手段,指出其不足之处并提出一些相关建议;最后,本文指出公司在进行广告营销时,既要有关于产品的广告,同时更应该充分考虑到把品牌融入到当地的文化生活中去,以便给快餐行业的同行们提供一些借鉴。关键词:肯德基网络互联网广告IStudyonKFCNetworkAdvertisingStrategyAbstract:Withtherapiddevelopmentofeconomyandthequickeningpaceoflife,people’sdemandabouteatingtimeandqualityhasincreased.Fastfoodisplayingmoreandmoreimportantroleindailylife.KFCisatypicalrepresentativeofthefastfoodindustryinthestudiesontransnationalcateringchainenterprisessuccessfuloperationprocess.Inrecentyears,thedevelopmentofKFCinChinahasalsomaderemarkableachievements,andforitssuccesswehavetotalkaboutitssuccessfulmethodbusiness.Thenetworkplaysaveryimportantroleinthehighspeeddevelopmentoftheinformationtechnologysociety,wecansaythateachofuscannotleaveit.ThisarticlefirstanalysesthedevelopmentoftheKFC,focusesontheanalysisofitsnetworkadvertisingmarketingstrategyinChina,analysesthenetworkmeansofcommunication,andfurtherexplainsitsshortcomingsandmakerecommendations.Finally,thispaperpointsoutthatcompaniesarenotonlyneedtheproductadvertising,butalsoshouldgivefullconsiderationtothebrandintothelocalculturallifeintheiradvertisingandmarketingforprovidingsomereferenceforthefastfoodindustrycolleagues.Keywords:KFC;Internet;AdvertiseonlineII目录绪论................................................................1课题研究意义......................................................1文献综述..........................................................1研究内容和方法....................................................2第1章肯德基的发展现状.............................................31.1肯德基的建立与发展现状........................................31.2肯德基在中国发展历程与现状....................................3第2章肯德基SWOT分析..............................................52.1优势..........................................................52.2劣势..........................................................52.3机遇..........................................................62.4威胁..........................................................6第3章肯德基品牌在中国的定位与受众.................................73.1产品定位分析..................................................73.2受众分析......................................................8第4章肯德基在中国的网络推广策略..................................104.1网络广告发展概况.............................................104.2网络广告的分类...............................................104.3网络广告的特点和益处.........................................114.4网络广告的重要性.............................................124.5肯德基网络广告策略...........................................134.5.1官方网站建设..............................................134.5.2社交网络推广................