全球营销学肯德基公司全球本土化营销策略分析论文VIP免费

AbstractThispapertotheworld'sincreasingemphasisonforeignmarkets,corporatebackground,andlocalcharacteristicsoflocalization,toseizetheeconomichotspots,toKFCasabrandmarketingstrategycasetotheAnalysisoflocalization.ThesignificanceofthepaperthroughtheKentuckyFriedChickenhasbeeninChinaforthelocalizationofaverymaturebusinessandmarketingstrategytoourstudyareinvariousstagesofgrowthofChina'scateringindustryhasbroughtsomegoodreference.However,thetrendintoday'sincreasinglyglobaleconomyinternationalbusinesshighlightstheimportanceofmarketingactivitiesforthegrowingChinesecompaniestolearnthematureWesternfirmsinternationalmarketinglessons,andfromatheoreticalpointofviewtobeexpoundedinordertoplayonthepracticeguidanceisverynecessary.Thisarticleisfromthisperspective,selectasampleofKentucky'sbusiness,itslocalizationstrategytoentertheChinesemarkettodoanalysis,thetypicalextendedtogeneral,fortheChinesecateringindustryintheinternationalmarketingoftheroadtoprovidesomeinspiration.SoIchosethisstudyasKFC'ssamplefortworeasons:First,theKFCfast-foodindustryinthecosmopolitanleader,regardlessofthelengthoftimefromenteringthemarketanditsinfluenceonpointofview,haveagreatneedforresearch;secondKFCinChinamanyyearsofsuccessfulbusinessperformancehasprovedthatit'slocalizedmarketingcanbesaidthatthehighesthighinthesameindustry.KFCishowtoimplementlocalizationstrategiesofChina：Thisarticleisbasedonthe“4P”theoryinthemarketing.ThenIlaunchtheelaborationfromthesefouraspects—product,price,promotion,place.【Keywords】MarketingStrategyLocalizationCateringKFC肯德基在中国本土化成功营销的策略分析第2页，共10页肯德基在中国本土化成功营销的策略分析目录Abstract............................................................................................................................................11肯德基公司简介...........................................................................................................................32肯德基在中国实行本土化策略的必要性....................................................................................32.1何谓本土化........................................................................................................................32.2肯德基在中国全球本土化的成功因素.............................................................................32.2.1领导层的优势.........................................................................................................42.2.2直觉与速度..............................................................................................................42.2.3走中国特色..............................................................................................................43肯德基在中国本土化营销策略中存在的问题............................................................................53.1产品策略中存在的问题.............................................................................................53.2价格策略中存在的问题.............................................................................................53.3促销策略中存在的问题.............................................................................................53.4渠道策略中存在的问题.............................................................................................64肯德基在中国本土化营销的策略对策.................................................................