KFC Marketing Paper: Talking about KFC's Marketing Strategy in China Abstract KFC's rapid expansion and development in China has made it the undisputed leader in China's fast food industry. In this regard, the author tries to analyze the success of KFC's marketing strategy in China from the aspects of rapid expansion strategy and localized management.
Keywords KFC; Marketing; Rapid expansion; localization
It is not difficult to find out from the business performance in recent years. Colonel Sanders? This white-bearded grandfather and young adults? Uncle McDonald? Compared with the main body of work, it is broader and more dynamic. From 1987+065438+ 10, the first KFC branch in Beijing, to the 500th KFC restaurant in China in 2006+10, and then to the1000th KFC restaurant in China, Beijing in 2004. In June 2007, the 2,000th KFC restaurant in China settled in Chengdu, and in June 2065,438, the 3,000th KFC restaurant in China settled in Shanghai. ? Delicious, safe, high quality and fast; Balanced nutrition and healthy life; Based on China, innovation is infinite. ? China KFC's localization development model not only makes itself? Do as the Romans do and integrate into China? After more than 20 years of hard work, KFC has become an important part of China people's diet and cultural life. No wonder Sue, the head of China Yum Brands. Catering group, say? China KFC is the KFC of China people? . We can learn a lot from KFC's successful experience in China. The author believes that the successful marketing of KFC in China can not be separated from the following points:
First, the rapid expansion business strategy
As the world's largest catering group? Does it taste good？ KFC, a well-known brand of the company, has more than 33,000 companies in more than 0/00 countries and regions around the world, and the profit of China KFC accounts for one third of the global profit. Given the huge fast food market in China? Cake? It has chosen the business strategy of rapid penetration and continuous expansion of market share, all of which are reflected in its amazing expansion speed. In order to promote this rapid expansion, KFC adopted a rapid expansion-oriented business strategy.
Enterprise personnel, 1987, China KFC employees less than 100 people; By the end of 2006, KFC had more than1.2000 employees nationwide, and the number of KFC branches in China was1.8000. According to the analysis of the latest 3,000 branches, the number of employees is conservatively estimated to be no less than 200,000. Faced with such a huge demand for talents, KFC adopted the strategy of employee localization, focusing on training, promoting and using local talents, giving full play to their advantages in being familiar with the policy environment and market characteristics, and adopting a standardized and systematic talent training model and an effective employee performance evaluation and position promotion system. This model has enabled enterprises to gather strong cohesion and laid an internal foundation for their rapid expansion.
In the supply of raw materials, in order to meet the huge production demand, KFC adopted a localized supply strategy. By the end of 2006, KFC had more than 550 domestic suppliers of raw materials, and the raw materials ordered ranged from chicken, vegetables and bread to packaging boxes, equipment and building materials, accounting for 90% of KFC's total purchases in China. During the period of 1997, KFC brought its professional supplier star rating system used all over the world to China, which can evaluate and test suppliers from five aspects and help suppliers improve product quality. These actions not only effectively solved the problem of raw material supply, but also promoted the healthy development of a number of China enterprises and won a good reputation.
How does KFC treat franchisees in China? Not starting from scratch? The franchise mode of. ? Not starting from scratch? Franchising is to transfer a mature KFC restaurant to the applicant who has passed the qualification evaluation, and at the same time authorize it to continue to operate under the KFC brand in the original restaurant. This franchise mode not only effectively reduces the operating cost of KFC, but also can reduce the operating risk and improve the operating performance with the help of the localization advantages of franchisees.
Second, enter the localization marketing of enterprises.
Different from McDonald's, it is KFC's consistent strategy to launch products suitable for local tastes around the world. ? Based in China, integrated into life? , KFC is insisting? Fried chicken, French fries, hamburgers? At the same time, we vigorously promote the product localization strategy, and develop products suitable for China's population. Demand-oriented, constantly bring forth the old and bring forth the new, and launch products with regional characteristics, such as? Peace of mind fritters? 、? Preserved egg lean porridge? 、? Old Beijing chicken rolls? 、? Fresh vegetables in four seasons? 、? Lotus fresh vegetable soup? New products specially designed for China consumers' tastes have gradually become an important choice for consumers. At the same time, in advertising, KFC is on its own? World famous chicken cooking expert? China elements are continuously integrated into KFC's corporate image. Even in the Spring Festival of 2003, Colonel Sanders of KFC put on Tang suit to welcome guests in more than 800 branches in China 170 cities, which skillfully and accurately realized the cultural China of western fast food? The combination of soil and ocean? Let KFC enter the life of China people.
Third, a healthy and positive outlook on life.
Provide? Healthy and delicious? Our food has always been the goal of the fast food industry. Where is KFC? Balanced nutrition and healthy life? A set? Combination boxing? It has also established a good image of a green and healthy brand in the public mind. KFC applied China's healthy concept of balanced diet to product development, which eliminated people's health doubts about fast food. Not only did it break through frying in cooking, but it also introduced? Roast? 、? Cooking? 、? Cold salad? And other methods, but also improved the nutritional composition of the product, and introduced 16 different plant products and various new China products. In 2000, China KFC set up a Food Health Advisory Committee, and in 2004 and 2005, it published the first and second editions of the White Paper on Food Health Policy of KFC in China. Balanced nutrition and healthy life? The food hygiene policy has been clearly stated. And on this basis? Exercise every day, live a healthy life, and move, right? Slogan, build a platform, and hold national competitions such as KFC national youth three-person basketball championship challenge and KFC national youth campus youth aerobics competition.
Fourth, a friendly and positive corporate image.
KFC always adheres to the strategy of being friendly to the government, people and society, and strives to create a corporate image that is accepted and loved by the public in China. Actively advocate social charity assistance, and in recent years, we have continuously donated money and materials to Yushu and other disaster areas. As? World hunger relief organization? As a part of this project in China, it has been carried out jointly with China Foundation for Poverty Alleviation and the United Nations World Food Programme (WFP) for two consecutive years? Donate a dollar, offer love, and send nutrition? Fundraising activities to provide a one-year nutritional subsidy for primary school students in Sichuan earthquake-stricken areas. In the past two years, the project has raised more than RMB 10, and the number of public participants has exceeded 6.5 million.
As the main customer group of KFC, KFC has paid great attention to them. The first phase of China KFC Dawning Fund has been implemented in 42 universities across the country, and 2820 college students have received financial support. The fund combines academic support, restaurant practice and social services. The recipients will not only get the opportunity to work and study in KFC, but also become? Shuguang commune? Members, participate in related activities and give back to the society. 20 10 KFC and China youth daily jointly held? KFC Dialogue after 2065 438+00 90? Activities. Here? After 90? Teenagers provide a stage to show their unique way of thinking and behavior, and fully and freely show their true and full images, so that people of different ages and different professional groups in society have the opportunity to communicate? After 90? Dialogue and communication, re-examine what they have given? After 90? The authenticity of the various labels posted is also true. After 90? More clearly understand the responsibilities and responsibilities that you should have as a member of society. These actions have made KFC establish a good image in the public and gained great recognition from teenagers.
KFC Marketing Part II: Cross-cultural Marketing Strategy of KFC in China Abstract: With the continuous development of the global economy, cultural factors have become an important factor restricting the development of modern enterprises. As a typical representative of FMCG industry, KFC has achieved great success in China market. His success gives us a profound enlightenment: enterprises operating in a cross-cultural environment can only gain a foothold in international competition if they successfully implement the strategy of cultural differences. Based on 4Ps marketing theory, this paper analyzes KFC's marketing strategy in China market from a cross-cultural perspective, and puts forward some suggestions.
Keywords: KFC, cross-cultural marketing, marketing strategy
I. Introduction:
1939 Harlan? Colonel Sanders founded the famous KFC fast food restaurant, and from then on? A chicken leg walks the world? Business feat. Now KFC is the largest fried chicken fast food chain in the world, with branches all over the world and more than 1. 1.0000 restaurants in more than 80 countries around the world. 1992 The total number of KFC restaurants in China is 10; To 1995, increasing to 7 1. 1996 On June 25th, the100th KFC store in China was established in Beijing. Now KFC has 1400 branches in Chinese mainland, and its profit rate accounts for13 of KFC in the world. And it is still growing at a high speed every year. It can be seen that China has become the largest market of KFC.
Second, KFC's product strategy
Hofstede defines individualism as a tendency to care only about oneself and one's family, while collectivism means that people tend to emphasize that they belong to a certain group and exchange mutual loyalty by caring for each other. China is a society with a strong collectivism tendency, and people have a high sense of identity with China's traditional culture and diet. Through this sense of identity, people can eat in the west? Skin? Wrapped in China's traditional catering culture? Core? It embodies the successful strategy of KFC's cross-cultural marketing in product innovation. From subverting hamburgers? Mexican chicken rolls? To something full of China characteristics? Old Beijing chicken rolls? Combining the cultural characteristics of China, KFC's products constantly break through and innovate, providing consumers with diversified choices and bringing diversified competition to the fast food industry, and gradually expanding and consolidating its leading position in the fast food industry in China.
Third, KFC's pricing strategy.
Power distance refers to the difference of hierarchical status in an organization or group and the acceptance of the fact that people, especially members with low status, have unequal distribution of rights. Countries with high acceptance have large power distances and distinct social classes; Countries and nations with low acceptance have smaller power distances and more equality among people.
From a cross-cultural point of view, China is a society with great power distance, and people attach great importance to the relationship between the price of consumer places and personal image. KFC keeps the price unchanged, which is conducive to maintaining its image in the eyes of consumers and will not fluctuate with price fluctuations; At the same time, as a western-style fast food, KFC takes into account the collective consumption habits of China people, through the introduction of? Take out the whole family bucket? This way of promoting sales instead of single product promotion like McDonald's has also received good results.
Fourth, KFC's distribution strategy
From the perspective of cross-cultural marketing, regardless of the possible defects in KFC's own process design, due to China's power distance and masculine tendency, employees in China are generally impetuous, and it is difficult to accomplish some seemingly trivial things in a down-to-earth manner, which is fatal to the food industry. ? Sudan red? The incident taught multinational companies in China a lesson: how to really implement the system in enterprises, the key is not how hard the top management works, but the quality of the grassroots. In other words, the key to the success of multinational companies lies in whether they can recruit some calm, patient and careful employees to check the quality in a country with impetuous tendency.
Five, KFC's public relations strategy
1 Make full use of media resources. Head of public relations? .
Are you online? Sudan red? During the incident, KFC held several press conferences, even Su, president of China Yum! Brandes, who has always kept a low profile, rushed to Beijing KFC restaurant for dinner. In China, where the power distance is relatively large, this way is for consumers? Reassuring? It has a great effect on restoring consumer confidence.
2 Find the source to satisfy consumers' thirst for knowledge.
In this incident, on the one hand, KFC reviewed its own supply chain management, on the other hand, it assisted the relevant state departments to trace it step by step, and finally successfully found it? Sudan red? Source. In China, a society with obvious masculine tendency, people like to get to the bottom of it. Since it is not KFC's own problem, people point the finger at KFC's suppliers instead of KFC.
Dare to analyze yourself, admit your mistakes, and use the proof of authoritative departments.
On March 22, KFC issued a notice nationwide, saying that it was right? Sudan red? The investigation has been fully completed, and the problematic spices have been eliminated and properly handled. After inspection, excluding? Sudan red? Alternative spices are also ready. At the same time, KFC once again stressed? All related products have been sent to professional institutions recognized by the state for comprehensive testing, and the test results confirm that all products do not contain? Sudan red? Composition. Please help yourself. ? In the minds of China people who tend to avoid uncertainty, it is the most direct and effective way to convince consumers by using the certificates and reports of relevant state departments, and it can also quickly reassure consumers.
Conclusion and suggestion of intransitive verbs
To sum up, this paper puts forward the following suggestions: 1) correct brand positioning; 2) timely launch new products suitable for China population; 3) Appropriate marketing channels and public relations activities.
Under the background of cross-cultural marketing, modern enterprises should pay attention to the integration with world culture and strengthen the marketing construction of modern enterprises in product culture, brand culture, corporate culture and local culture. Only in this way can Chinese enterprises go abroad and maintain their competitive advantage and inexhaustible motive force for sustainable development in the complex international market competition with different values of all countries and nationalities in the world. (Author: School of Foreign Languages, Tianjin University of Commerce)
refer to
[1] Philip? Kotler. Kotler Marketing Course [M]. Beijing: Huaxia Publishing House, 2004.
[2] Hu Wenzhong. Introduction to cross-cultural communication [M]. Beijing: Foreign Language Teaching and Research Press, 1999.
[3] Richard d? Lewis. Cultural conflict and integration [M]. Beijing: Xinhua Publishing House, 2002.
[4] Thanks. Logistics center dereliction of duty KFC trapped? Sudan red? Crisis. China Business News, 2005.
[5] Zhang Zhaoxiang, qianzi. Management. [M]。 Beijing: Tsinghua University Press, 2004.
Marketing paper: On the marketing strategy of enterprises under the new situation. 2 1 century is an era full of competition, and the competition for market share among enterprises is becoming more and more fierce. How to occupy more market share is a problem that enterprises are very concerned about. Marketing is the key factor that affects the economic benefits of enterprises. Scientific and reasonable marketing strategies can help enterprises better meet the actual needs of consumers, thus enabling enterprises to achieve long-term development. This paper takes the enterprise marketing strategy under the new situation as the research object, and mainly discusses it from four angles. First of all, explore the potential market demand and establish consumers' sense of brand belonging; Secondly, clear the target of market segmentation and establish a new marketing concept; Re-integrate marketing resources to achieve the maximum value-added market advantage; Finally, change the marketing mode and establish a three-dimensional marketing system.
First of all, explore the potential market demand and establish consumers' sense of belonging to the brand
The marketing activities of enterprises need the support of the environment, and the main basis for enterprises to formulate marketing strategies is the market positioning strategy, which points out the direction for the formulation of marketing strategies. The goal of marketing strategy is consumers, so marketing strategy must adhere to the principle of meeting consumers' needs.
Marketing strategy is the key step of enterprise marketing activities. Enterprises do not hesitate to keep up with the pace of the times, truly understand the actual needs of consumers, and at the same time understand consumers' consumption behaviors and habits, so as to better grasp consumers' consumption psychology. Only in this way can enterprises formulate effective marketing strategies. In addition, enterprises should pay attention to innovation when formulating marketing strategies, attract more potential consumers through a series of innovative activities related to pricing and promotion, and continuously deepen consumers' sense of belonging to their own brands.
Second, clear market segmentation objectives and establish new marketing concepts.
Enterprise marketing activities can not be separated from the support of marketing personnel. In order to stimulate the enthusiasm and fighting spirit of marketing personnel, enterprises need to formulate some effective incentive systems to mobilize the enthusiasm of marketing personnel. Under the new development form, it is very important to formulate scientific and reasonable marketing objectives. The formulation of marketing objectives must be consumer-oriented. Generally speaking, the consumer's perception of product value plays a decisive role in the price of enterprise products.
Setting marketing goals includes both long-term goals, medium-term and short-term goals, and the main basis for setting short-term goals is medium-term and long-term goals. The role of setting short-term goals is mainly to dynamically meet the actual needs of consumers and constantly stimulate new consumption needs.
In the current fierce market competition, consumers choose a variety of products. How to attract consumers and how to establish effective brand effect are issues that enterprises are very concerned about. Marketing is an effective means to enhance the competitiveness of enterprises, and the marketing strategy includes many contents, such as price strategy.
Third, integrate marketing resources to achieve the maximum value-added market advantage.
When making marketing strategies, marketers need to fully consider the overall strategy of enterprises, and marketing strategies serve the overall strategy of enterprises. Reasonable marketing strategies refer to those strategies that can exchange the maximum economic benefits for enterprises through relatively less marketing costs.
When making marketing strategies, marketers need to fully integrate various marketing resources. Common marketing resources mainly include: marketing environment, product brand, enterprise service, marketing channels and so on. As far as the marketing environment is concerned, marketers need to have a thorough understanding of it and make clear the risk factors; As far as product brand is concerned, brand effect is what marketers need to focus on at present, and brand can be said to be the representative of an enterprise; As far as enterprise service is concerned, service is an important part of product sales, and enterprise products and services must satisfy consumers, thus strengthening consumers' loyalty to brands; As far as marketing channels are concerned, this is the key factor affecting the quality of marketing work. In today's information age, marketers should make full use of diversified marketing channels and effectively integrate different channels.
Fourth, change marketing methods and establish a three-dimensional marketing system.
Marketing has certain rules, mainly related to consumers. When marketing personnel carry out marketing work, the first thing they should do is to have a thorough understanding of the marketing market, which mainly includes: the regularity of product marketing market; The size of the market; The changing trend of the market, etc. At present, the marketing market is in a dynamic state, and the traditional marketing model can no longer meet the market demand. Marketers should change the marketing model to keep up with the pace of the marketing market.
Nowadays, the marketing market belongs to the buyer's market, consumers occupy the dominant position, and consumers' demand and requirements for products are gradually improving. This requires enterprises to fully consider the above factors when determining the marketing model and take the real needs of consumers as the guide.
Enterprises should build a three-dimensional marketing system. In product marketing, we should pay attention to the cultural connotation of products and highlight the competitive advantage of enterprises through cultural connotation. Marketing has a certain regionality, which is mainly reflected in the fact that compared with other regions, consumers in a certain region may have greater demand for a particular product, and marketers should consider this issue when formulating strategies.