浅谈肯德基在中国的本土化策略.pdf

浅谈肯德基在中国的本土化策略摘要经济全球化的发展推动着城市化进程的加速，人口逐渐增加也导致了快餐业在国内市场的蓬勃发展。社会结构的发展变化，行业竞争日趋激烈，快餐业的经营型态也在发生改变，经营者者必须持续不断的进行业态创新以及适应消费市场的变化才能够保持长久的竞争优势。肯德基作为最早进入国内市场的国际快餐品牌，经过多年的发展根目前在国内已拥有超过6000多家店面。难道只是因为肯德基的味道好吗？还是因为它对国内市场的持续关注、对国内消费者的消费、生活习惯的研究，从而研发出那个只属于肯德基自己的策略、味道。肯德基的成功值得国内同行借鉴。本文首先阐释了肯德基所谓的本土化的定义，其次通过分析肯德基在国内市场的的本土化策略，探讨此策略的不足之处。同时针对目前存在的一些问题提出建设性的意见。关键词：肯德基；快餐；本土化策略AbstractWiththedevelopmentofeconomicglobalization,theaccelerationofurbanizationandtheincreasingofpopulationhasledtotherapiddevelopmentofthefastfoodindustryinthedomesticmarket.Thedevelopmentandchangeofsocialstructure,industrycompetitionisbecomingincreasinglyfierce,fastfoodindustrybusinesstypesalsochanged,managersmustbecontinuousforinnovativeformatsandadapttochangesintheconsumermarkettokeepthecompetitionadvantageforalongtime.KentuckyFriedchickenasthefirstinternationalfastfoodbrandintothedomesticmarket,afteryearsofdevelopment,atpresent,therearemorethan6000storesinthecountry.IsitjustbecauseKFCtastegood?Orbecauseofitssustainedattentiontothedomesticmarket,thedomesticconsumerspendinghabits,researchanddevelopment,sothatonlybelongtoKFC'sownstrategy,taste.KFC'ssuccessisworthlearningfromdomesticcounterparts.Thisarticlefirstexplainsthedefinitionoftheso-calledlocalizationofKFC,followedbytheanalysisofKFCinthedomesticmarketlocalizationstrategy,toexplorethedeficienciesofthisstrategy.Atthesametime,inviewofsomeexistingproblems,putforwardconstructivesuggestions.Keywords：KentuckyFriedChicken;FastFood;Localizationstrategy目录摘要...................................................................................................................................1Abstract.............................................................................................................................21.绪论............................................................................................................................42.肯德基本土化定义....................................................................................................42.1本土化概念界定..