论肯德基的跨文化营销及启示

KFC's Cross-Cultural Marketing and Its Revelation

随着全球经济一体化的不断加快,现代企业在进行国际市场营销的过程中,由于文化差异对消费者消费观念及消费行为的影响,必然会导致文化障碍与冲突,而现代企业要想在异域文化背景下获取跨文化营销的胜利,唯有深刻挖掘目标市场需求背后所蕴含的深层次的文化因素,用心领悟文化差异及变迁,及时洞察文化差异所带来的市场差异和商业契机。只有对肯德基卓尔有效的跨文化营销策略进行深入分析,才能对中国现代企业跨国发展的启示做出总结和探讨。

With the acceleration of global economic integration,the impacts on the concepts and behaviors of consumers in different culture will inevitably lead to cultural barriers and conflicts in the process of modern enterprises＇ international marketing.Trying to obtain victory of cross-cultural marketing,they must find the deep-seated cultural factors behind the target market demands,study cultural differences and changes carefully,and dig deeply into the cultural differences arising from differences between the market and business opportunities timely.In this article,the effective cross-cultural marketing strategies of KFC is analyzed minutely,and its enlightenment on cross-border development of China＇s modern enterprise,summarized and discussed.