肯德基在中国的本土化营销及对中国快餐业的启示

The Enlightenment of Kentucky's Localized Marketing on Chinese Fast Food Industry

跨国公司的本土化营销是"标准化"和"本土化"的有机结合。肯德基在中国成功经营的关键在于对中国市场特殊性的把握,在某些营销要素保持"标准化"的基础上,积极主动地根据环境变化对营销策略进行调整,其突出之点是实施本土化营销策略。肯德基的本土化营销对中国快餐业如何取得成功具有深刻的借鉴意义。

The localized marketing of transnational corporations realizes the organic combination of standardization and localization. The key factor for Kentucky＇s successful operation in China lies in the ability to know the specialties of Chinese market, to carry out localization while adhering its standardization, and to adjust the marketing strategies when the environment changes. Kentucky＇s localized marketing has referential significance to Chinese fast food industry on how to make a success.