肯德基在华营销策略分析.doc

PAGE PAGE 3 北方民族大学 学年论文 论文题目: 肯德基在华营销策略分析 北方民族大学教务处制 摘 要 众所周知，著名品牌肯德基和麦当劳是老牌竞争对手，在众多目标市场的竞争中，麦当劳处处压制肯德基一头。可以说在大多数消费者眼中，麦当劳比肯德基更得消费者青睐。但是有一处例外，在中国市场上，肯德基无疑创造了“洋快餐”的奇迹，单分店数量就是麦当劳的两倍左右。进入肯德基消费的消费受众基本包括各个年龄层，尤其受到青少年人的喜爱。 为何肯德基在中国市场上可以如此受欢迎？从肯德基在中国取得巨大成功的案例中我们可以得到怎样的启示？本文从营销策略方面入手，分别根据肯德基的产品策略、目标市场策略、媒介策略和广告实施策略等方向逐一进行分析，以从中学习到肯德基的成功经验。 关键词 肯德基；产品策略；目标市场策略；媒体策略；广告实施策略 Abstract It is widely known that the famous brands KFC and McDonalds are in the veteran competition, In many of the goals of competition in the market, the McDonalds suppressed KFC in everywhere. It can be said in the sight of most consumers, McDonalds is more popular than KFC. But the Chinese market is an exception, KFC no doubt has created a miracle of foreign fast food, The number of branches is single twice of McDonalds. The audience consumer who spending in KFC basic including of all ages particuly be loved by young people. Why is KFC can be so popular in the Chinese market? What kind of inspiration can we get from the great success of the case that KFC in China? This paper make the start from marketing strategy, respectively according to KFCs product strategy, marketing strategy，advertising implementation strategy and media strategy to analyze each direction, to learn the successful experience from KFC. Key words KFC; Marketing Strategy; Product Strategy; Media Strategy; Ad Strategy 目 录 前言……………………………………………………………………………………1 一 肯德基产品策略…………………………………………………………………2 （一）产品定位策略…………………………………………………………………2 （二）产品组合策略和产品差异化策略…………………………………………3 二 肯德基目标市场策略……………………………………………………………4 （一）目标市场定位 ……………………………………………………………4 （二）促销策略 …………………………………………………………………5 三 肯德基媒介策略…………………………………………………………………6 四 肯德基广告实施策略……………………………………………………………7 （一）广告区域策略………………………………………………………………7 （二）广告时机策略………………………………………………………………8 结束语 ………………………………………………………………………………9 致谢 …………………………………………………………………………………10 参考文献 ……………………………………………………………………………11 PAGE 11 前 言 于1952年在美国成立的肯德基，经过60多年的艰辛发展，由当年的一个街边小吃店成长为今天的食品帝国。尽管