从肯德基售卖品种的变化看对消费者心理研究的意义

To See the Meaning of Consumer Psychology Research From KFC Food Diversification Strategy

本文基于肯德基洋快餐售卖商品品种的变化,分析其对所在市场变化应对成功的原因在于本土化营销策略的实施,进而再在分析肯德基在市场上运用本土化策略中的心理因素的基础上,引申说明了企业进行消费者心理研究对企业生存与发展具有的现实意义。

Based on KFC＇s food diversification,this essay points out that KFC＇s success in a- dapting to market change is due to its localized marketing strategy, and then makes further a- nalysis on psychological factors in the strategy. The analysis results shows that the research on consumer psychology is of great significance for enterprises＇ survival and development.