肯德基在中國(guó)的營(yíng)銷策略市場(chǎng)營(yíng)銷畢業(yè)論文(已修改)
2025-06-18 00:43 本頁(yè)面
【正文】 1 南京信息職業(yè)技術(shù)學(xué)院 畢業(yè)設(shè)計(jì)論文 作者 李蓀青 學(xué)號(hào) 61161H06 系部 信息服務(wù)學(xué)院 專業(yè) 國(guó)際商務(wù) 題目 肯德基在中國(guó)的營(yíng)銷策略 指導(dǎo)教師 徐瑾 評(píng)閱教師 完成時(shí)間： 年 月 日 2 畢業(yè)設(shè)計(jì) (論文 )中文摘要 （題目） 肯德基在中國(guó)的營(yíng)銷策略 摘要 ： 現(xiàn)在肯德基品牌在中國(guó)可以說(shuō)是家喻戶曉， 不論是剛進(jìn)入中國(guó)市場(chǎng)的選址策略，還是在中國(guó)兒童市場(chǎng)的正確定位，以及后來(lái)的本土化經(jīng)營(yíng)和“不從零開始”的特許經(jīng)營(yíng)，肯德基在中國(guó)這塊土地上不斷的創(chuàng)新與發(fā) 展，本著“回報(bào)社會(huì)”的企業(yè)宗旨回饋中國(guó)社會(huì) 。 在進(jìn)入中國(guó)將近 20，肯德基通過(guò)對(duì)健康和平衡飲食意識(shí)的不斷強(qiáng)化，通過(guò)積極地政策進(jìn)入中國(guó)市場(chǎng)。 肯德基進(jìn)入中國(guó)市場(chǎng)后，實(shí)施符合國(guó)內(nèi)市場(chǎng)的營(yíng)銷策略，在不同于美國(guó)本土銷售環(huán)境的陌生市場(chǎng)進(jìn)行求同存異的經(jīng)營(yíng)方針?？系禄ㄟ^(guò)獨(dú)特的品牌策略、價(jià)格策略、渠道策略和促銷策略的有機(jī)結(jié)合，形成企業(yè)在中國(guó)市場(chǎng)的特色經(jīng)營(yíng)，成為企業(yè)在西式快餐連鎖業(yè)的巨頭。本文通過(guò)探究肯德基在中國(guó)的發(fā)展歷程，分析研究肯德基所實(shí)施的具有中國(guó)特色的營(yíng)銷策略及其不足之處， 找出肯德基在中國(guó)營(yíng)銷當(dāng)中出現(xiàn)的問(wèn)題，進(jìn)而思考解決問(wèn)題的方法， 從而對(duì)肯德基在中國(guó)的營(yíng)銷戰(zhàn)略進(jìn)行創(chuàng)新性的思考，并提出個(gè)人的建議與對(duì)策。 關(guān)鍵詞 ： 市場(chǎng)營(yíng)銷 品牌管理 營(yíng)銷策略 國(guó)內(nèi)市場(chǎng) 3 畢業(yè)設(shè)計(jì) (論文 )外文摘要 Title :Marketing strategy in the China KFC Abstract: Now the KFC brand in the Chinese can say is make known to every family, regardless of location strategy entered the China market, or in the China children market correctly, and the localization business later and not starting from scratch franchise, KFC in Chinese land of continuous innovation and development, the spirit of return to the society the enterprise the purpose of Chinese social feedback. In China nearly 20, KFC through to the healthy and balanced diet consciousness constantly strengthen, into the China market through the active policy. KFC entered China market, implementation of the domestic market marketing strategy, seek mon ground while reserving differences of business principles in the foreign market is different from American local sales environment. Through a unique brand strategy, price strategy, channel strategy and promotion strategy of the anic bination of KFC, formation of panies operating in the China market characteristics, as enterprises in the western style fast food chain industry giants. In this paper, through exploring the development process in the China KFC, analysis of the characteristics of Chinese KFC with marketing strategy and its shortings, find out the KFC in China marketing issues, and then think about the solution to the problem, then think of innovation to the KFC in China marketing strategy, and puts forward some suggestions and Countermeasures of personal. keywords:marketing。 brand management。 marketing strategy。 domestic market 目 錄 1 前言 ...............................................................................
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