The Successful Localization of KFC’s Marketing Strategy in ChinaAbstractThis paper explores the reason for research in the successful localization of KFC’s marketing strategy in China and its enlightenment to multinational marketing for Chinese food industry, even to any food enterprise. Several main marketing strategies used by KFC in China are listed in its process of localization, such as location strategy, franchising management. And some valuable suggestions are put forward to Chinese food industry for multinational marketing according to the success of KFC in China.Key words: KFC; Chinese market; localization; marketing strategy
摘要
本论文旨在研究肯德基在中国成功的本土化营销策略及其对我国本土餐饮业甚至对所有餐饮行业跨国营销的启示。其中罗列了一些肯德基在中国的本土化过程中运用的主要营销策略，如选址策略、特许经营管理。同时，根据肯德基在中国市场的成功，对我国餐饮业跨国营销提出些宝贵的建议。
关键词：肯德基；中国市场；本土化；营销策略
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