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Abstract KFC has entered Chinese market for 28 years, developing from the first restaurant in Beijing to China’s largest fast-food chain enterprise with more than 4600 restaurants, covering almost all provinces, municipalities and autonomous regions in China, except Tibet. As a leader of outstanding representatives of multinational brands and China’s fast food industry, KFC has actually achieved great success and in the process the localization strategy has played unplaced role. The localization strategy not only enables KFC perform well in innovating new products and attracting consumers, but also helps a lot in marketing and coexisting harmoniously with Chinese traditional culture. Localization strategy is a very significant marketing strategy, especially for multi-national Corporations. The localization strategy of KFC is quite typical for extremely successful result it has brought. This paper will take KFC in Xuzhou as an example, analyzing its localization strategy systematically, hoping to give some inspiration and suggestions to other fast food brands and related corporations.35523
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Key words: KFC Fast Food Industry Localization
[摘要]肯德基进入中国市场已28年，由最初的北京的第一家分店，发展到遍及中国大陆除西藏以外的所有省、市、自治区，分店数量已逾4600家，是中国规模最大、发展最快的快餐连锁企业。发展势头仍然不减。作为跨国品牌的杰出代表及中国快餐行业的领头羊，肯德基的成功的重要因素之一——本土化策略发挥了巨大作用。本土化策略不仅让肯德基在产品创新与迎合消费准则方面获益匪浅，在和谐中国文化，成功营销方面也起到很大的作用。本土化策略是一个非常重要的营销策略，尤其对跨国公司而言。肯德基的本土化策略十分具有典型性，运用的极为成功，下面本文将以徐州为例，对肯德基的本土化进行系统分析，希望能给相关企业的经营带来启发和帮助。
关键词:肯德基 快餐企业 本土化
Content
Abstract••••i
摘要••ii
Chapter One Introduction 1
Chapter Two General History of KFC 3
2.1General Introduction of KFC 3
2.2 KFC in Xuzhou 3
Chapter Three The Concept and Reason of adopting Localization Strategy 4
3.1 The Concept of Localization 4
3.2 The Reasons of KFC’s adoption of Localization Strategy 4
3.2.1 To adapt to the local culture 4
3.2.2 To meet the needs of consumers 5
3.2.3 To Adapt to the Market Environment 5
Chapter Four the Performance of KFC’s Localization Strategy -- Taking Xuzhou as an Example 7
4.1 The Localization of the Products 7
4.2 The Localization of the Brand 8
4.3 The Localization of Marketing 8
4.3.1 The Localization of Advertisement 8
4.3.2 Building Good Images 10
4.4The Localization of Staff 11
Chapter Five Conclusion 13
5.1 Main Content and Conclusion 13
5.2 Inspirations Brought by KFC’s Localization Strategy 13
5.2.1Focusing on consumers 13
5.2.2 Combining Standardization with Localization 14
5.2.3 Keeping Constant Innovation 15
5.2.4 Paying attention to product promotion 15
References 17
A Study on Localization Strategy of KFC—Taking KFC in Xuzhou as Example
Chapter One Introduction