摘要
Kentucky Fried Chicken has been one of the most international brands in urban China since it opened its first Western-style quick service restaurant in Beijing China in 1987. As the present largest fried chicken restaurant company in the world, KFC regards China as the most promising market and succeeds in its localization strategies in the big China market. The biggest success of KFC in China is not only the outcome of KFC persistent tenets ＂quality, service and cleanliness＂ but also the achievements of its perception of cross-cultural marketing and its understanding of Chinese culture. This essay aims to investigate the process of KFC entry into China＇ s market, analyze its particular localization marketing strategies towards China, illustrate Chinese culture which have effect on KFC marketing strategy, and discuss the relevant issues and problems, in order to figure out the disadvantages of KFC marketing strategy and provide some instructive suggestion.
