淺析肯德基在我國(guó)的本土化策略分析-展示頁(yè)
2025-07-02 03:29本頁(yè)面
【正文】 門店讓我們看到的不僅是炸雞、漢堡，而是西方洋快餐與中國(guó)傳統(tǒng)飲食密不可分的一種交織交融。雖然在美國(guó)市場(chǎng)上，肯德基不敵競(jìng)爭(zhēng)對(duì)手麥當(dāng)勞，但在國(guó)內(nèi)市場(chǎng)在門店數(shù)以及營(yíng)業(yè)額方面卻遙遙領(lǐng)先于麥當(dāng)勞。同時(shí)針對(duì)目前存在的一些問題提出建設(shè)性的意見?？系禄某晒χ档脟?guó)內(nèi)同行借鑒。隨著國(guó)內(nèi)經(jīng)濟(jì)的不斷發(fā)展，餐飲行業(yè)的競(jìng)爭(zhēng)也日益激烈，面對(duì)同行業(yè)多家競(jìng)爭(zhēng)對(duì)手的激烈競(jìng)爭(zhēng)，肯德基毅然在滾滾浪潮中站穩(wěn)了腳跟，并迅速的發(fā)展壯大。1987年的11月，來(lái)自美國(guó)肯塔基州的肯德基快餐店也來(lái)到了中國(guó)，并在北京前門開了第一家店。 Fast Food。s own strategy, taste. KFC39。同時(shí)針對(duì)目前存在的一些問題提出建設(shè)性的意見。肯德基的成功值得國(guó)內(nèi)同行借鑒?？系禄鳛樽钤邕M(jìn)入國(guó)內(nèi)市場(chǎng)的國(guó)際快餐品牌，經(jīng)過多年的發(fā)展根目前在國(guó)內(nèi)已擁有超過6000多家店面。. . . .淺談肯德基在中國(guó)的本土化策略摘要經(jīng)濟(jì)全球化的發(fā)展推動(dòng)著城市化進(jìn)程的加速，人口逐漸增加也導(dǎo)致了快餐業(yè)在國(guó)內(nèi)市場(chǎng)的蓬勃發(fā)展。社會(huì)結(jié)構(gòu)的發(fā)展變化，行業(yè)競(jìng)爭(zhēng)日趨激烈，快餐業(yè)的經(jīng)營(yíng)型態(tài)也在發(fā)生改變，經(jīng)營(yíng)者者必須持續(xù)不斷的進(jìn)行業(yè)態(tài)創(chuàng)新以及適應(yīng)消費(fèi)市場(chǎng)的變化才能夠保持長(zhǎng)久的競(jìng)爭(zhēng)優(yōu)勢(shì)。難道只是因?yàn)榭系禄奈兜篮脝幔窟€是因?yàn)樗鼘?duì)國(guó)內(nèi)市場(chǎng)的持續(xù)關(guān)注、對(duì)國(guó)內(nèi)消費(fèi)者的消費(fèi)、生活習(xí)慣的研究，從而研發(fā)出那個(gè)只屬于肯德基自己的策略、味道。本文首先闡釋了肯德基所謂的本土化的定義，其次通過分析肯德基在國(guó)內(nèi)市場(chǎng)的的本土化策略，探討此策略的不足之處。關(guān)鍵詞：肯德基；快餐；本土化策略 AbstractWith the development of economic globalization, the acceleration of urbanization and the increasing of population has led to the rapid development of the fast food industry in the domestic market. The development and change of social structure, industry petition is being increasingly fierce, fast food industry business types also changed, managers must be continuous for innovative formats and adapt to changes in the consumer market to keep the petition advantage for a long time.Kentucky Fried chicken as the first international fast food brand into the domestic market, after years of development, at present, there are more than 6000 stores in the country. Is it just because KFC taste good? Or because of its sustained attention to the domestic market, the domestic consumer spending
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