必胜客品牌的本土化设计策略研究

On the Localization of the Pizza Hut Brand Design Strategy

很多跨国企业在进入中国市场后都不同程度出现了水土不服的症状,然而必胜客进入中国休闲餐饮市场却取得了斐然的成绩,这与其适当的本土化策略密不可分。必胜客品牌的本土化策略主要表现在产品设计本土化、店面设计本土化和视觉宣传本土化三个方面。必胜客在设计策略上注重创新,强调本土设计元素,注重传统文化,避免了同行的竞争摩擦,开创了属于自己的蓝海市场,值得中国企业学习借鉴。

Many multinational enterprises have appeared different degree of inelasticity after entered the Chinese market. However,Pizza Hut has made brilliant achievements in Chinese leisure catering market,and its success depend on the appropriate localization strategy. The localization strategies of Pizza Hut appear on the product design,store design and visual propaganda. The design strategies of Pizza Hut emphasize on the relationship of innovation,local elements and traditional culture,which avoid the competition friction,and help Pizza Hut created their own blue ocean market. Pizza Hut’s experience is worthy of reference for Chinese enterprises to learn.