KFC公司的推销策略研究-------中国市场KFC公司的推销策略研究——中国市场摘要随着经济社会的发展，人们生活水平逐步提高，购买能力也随Z增强，在靠规模取胜的快餐行业中，竞争历来异常激烈，商家如何在竞争小脱颖而出，立于不败Z地，制定科学合理的策略尤为重耍。现今“洋快餐”餐饮业在品质同质化的时代，合理的推销策略已经越来越成为商业组织创造竞争优势的最有效手段。木文通过对KFC现有情况进行了一系列的分析，如KFC的推销策略、品牌形象等等进行阐述，并提岀了KFC在发展过程中存在的问题，及针对存在的问题捉出解决的方案。KFC作为一家洋品牌能在中国以东方口味为主的多元市场上站稳脚跟，必然具有它独特的推销理念。走中西结合的本土化策略和特许经营策略，专为小国人设计食品，让顾客满意的终极服务等等，充分显示KFC销售能力。由此可见，在特定市场有针对性的推销策略是一个企业成功的关键因素。关键词：本土化，洋品牌，推销策略，特许经营，中西结合KFCcompanymarketingstrategy-----TheChinesemarketABSTRACTAlongwiththedevelopmentofeconomicsociety,graduallyimprovethepeople'slivingstandard,buyingcapacityincreaseconsequently,alsointhefastfoodindustrybyscaletowinunusuallyfiercecompetition,thebusinessmanhashowapartfromthecompetition,invincible,tomakeascientificandrationalstrategyisespeciallyimportant.NowadaysHforeignbrandHcateringintheeraofqualityhomogeneity,rationalmarketingstrategyhasmoreandmorebecomecommercialorganizationstocreatethemosteffectivemeansofcompetitiveadvantage・ThisthroughtoKFCexistingsituationconductedaseriesofanalysis,suchasKFCcanvassingstrategy,brandimage,intheChinesemarketstrategyetcisexpounded,andputforwardtheKFCintheproblemintheprocessofdevelopment,andforeachoneoftheproblemputforwardthecountermeasures,finallymakeasummaiyKFCasaforeignbrandsinChinabutcanmainlyonOrientaltasteonmultiplemarketfoothold,inevitablyhasitsuniquemarketingidea,walkthecombineswesternlocalizationstrategyandfranchisingstrategy,designedforChinesedesignfood,satisfyingthecustomersultimateservice,etc.,andfullydisplaytheKFCsalesability.Therefore,inparticularmarkettargetedmarketingstrategyisaenterprisethecriticalsuccessfactors.KeyWords:Localization,foreignbrand,andtosellstrategy,franchising,Chineseandwesternunion摘要...................................................................................................................1ABSTRACT...........................................................................................................................................2目录...................................................................................................................3第一童绪论......................................................................................................4第二章軽销策略....................................................................................................52.1品牌形象....................................................................................................................52.2产品创新....................................................................................................................62.3人员培训策略..............................................................................................................72.4文化建设....................................................................................................................72.5特许经营，利益共亨....................................................................................................8第三章KFC的推销...