乐山肯德基营销战略研究分析 市场营销专业VIP专享VIP免费

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。Kentuckyastherepresentativeofthefavored,itsfootprintallovertheworld,KFCinChina'ssuccessmusthaveitspecialmarketingstrategy.Thesamepeople-oriented,andisalsosoundoperationandmanagementtheoryisthesame,butwouldhavetomakeadifferent.Aperfectmanagementstrategy,ifexecutiondreadful,finallywillbecomepoor;Anddeterminetheappropriatemanagementstrategy,againcomplementarywithfullimplementation,theenterprisecanyou,longevity.Strictmanagementofunity,cleanelegantdiningenvironment,theKFCincustomerleftagoodimpressionintheheart,bytheChineseconsumerhepandtheaffection,isrecognizedasthe"customerthemostoftenpatronageof"oneofthebrand.Kentuckycansosuccessful,intheChinesemarketwiththelocalizationofthemarketingstrategyiscloselylinked.Firstofall,tothelocalizationoftheconceptofmarketingareintroduced;Then,toKFCinChinamarketingstrategy,marketingsituationinChina,inChinatheadvantageofmarketingstrategiesandmarketingproblemsinChinaAnalysis;ThelastisKFCinChinaforcateringenterprisesenlightenment.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Keywords:Kentucky;Chinesemarket;Localizationmarketingstrategy目录摘要...................................................................................................................................................1Abstract......................................................................................................................................................2引言.......................................................................................................................................................-1-1肯德基在乐山的营销策略...............................................................................................................-2-1.1品牌形象的本土化...............................................................................................................-2-1.2产品策略的本土化...............................................................................................................-2-1.3促销策略的本土化...............................................................................................................-3-1.4市场定位本土化...................................................................................................................-3-2肯德基品牌在乐山营销现状...........................................................................................................-5-2.1选址策略...............................................................................................................................-5-2.2产品策略...........................................................................................................................