国际营销课件

InstructionDietisabsolutelynecessaryinthelifeofmankind,anditwillevenaffecttheexistenceanddevelopmentofthehumanworld.Thereare

manydifferencesbetweenChineseandwesternculturaltraditions,theChineseandwesterndietaryculturesaredifferentinconcept,target,pattern,attributionandnature.第1页/共26页China:various,deliciousSouthernarea:sweetNorthernarea:saltyEasternarea:spicyWesternarea:sour第2页/共26页USA:fast,convient

Americancitizensfocusmoreonefficiency,nutrition,foodscienceandconvience.WhilefromtheChinese'spointofview,foodisapartoflife,theyfocusmoreonflavor,material,andtradition.第3页/共26页France:fine,attractiveTheFrenchhaveapassionforfoodandpaymoreattentiononthestyleandmaterial.RomancecanbeseenanywhereatanytimeinFranceandfoodisnoexception.第4页/共26页Spain:strong,niceThisisanexoticcountrywithbeautifulsceneryandhospitablepeople.Seafoodsarespanishpeople'sfavorite.第5页/共26页India:curry,vegetarianAffectedbyreligion,mostIndianpeoplearevegetarians.Also,theylovecurryandflypie.第6页/共26页7/5/2024KFCistheworld'smostpopularchickenrestaurantchain,specializinginOriginalRecipe,ExtraCrispy,Colonel'sCrispyStripsandHoneyBBQWings,withhome-stylesidesandfreshlymadechickensandwiches.SinceitsfoundingbyColonelHarlandSandersin1952,KFChasbeenservingcustomersdelicious,alreadypreparedcompletefamilymealsataffordableprices.Thereareover15,000KFCoutletsin105countriesandterritoriesaroundtheworld.第7页/共26页7/5/2024

KFCinChina第8页/共26页7/5/2024WhydoesKFCdevelopsofast?ProducthomogeneityBrandandmenulocalizationproductstrategy第9页/共26页7/5/2024Fastfood:Producthomogeneity

hamburgersFrenchfriessoftdrinksicecreamAlthoughmanycountriesdifferentiateineatinghabitsanddietculture,KFCmergersthisdifference,andoffersallcustomersextremelysimilarproducts.第10页/共26页7/5/2024BrandandmenulocalizationBrandstrategywarmHomeunitePeoplefirst!

第11页/共26页7/5/2024

DietculturedifferencesbetweenChinaandAmericaChinaAmericaBrownrice、commonflourBeanproducts、cooked

Food、soup Threemealsaday，everyeatmoreManytimesaday,rightamounteachmealRefinedflourDon‘tlikebeanproducts、

Rawfood、simplesoup 第12页/共26页7/5/2024BasedonChina,enterintolifeMenustrategy1.Chinese-styleimprovement2.TheeatinghabitsofChineseconsumers：Chinesefastfood

3.Chineselocalcharacteristicsoffood第13页/共26页7/5/2024KFCtriestoletitselfbecomeourlifestyle、ourneighborandthenbecomearealpartofChina.第14页/共26页肯德基如何战胜麦当劳？Pk第15页/共26页

McDonald‘sandKFCbothoriginatesfrom

theUnitedStates.

IntheUnitedStates,thescaleandshareoftheMcDonald'sislargerthanKFC,

WhileinChina,KFCenteredintotheChinesemarketearlierthantheMcDonald's,andthescaleofitisfairlylargerthantheMcDonald's第16页/共26页Mcdonald'sandKFCinChina'sdevelopmentpathStageTimeNumberofKFCstoresinthecountryTheaverageannualnumberofstoresNumberofMcdonald'sstoresinthecountry(1990entertheChinesemarket）TheaverageannualnumberofstoresIntoThePeriod1987.11-19921---1021--52.5Growingupearly1993-199511--100306--8025Thegrowthofthemedium-term1996-2000101--4006081--30044Theinitialstageofdevelopment2001-2003401--1000200301--600100Thedevelopmentofthemedium-term2004-20111001--3500437601--1400200第17页/共26页二、Globalizationstrategypklocalizationstrategy（全球化战略pk本土化战略）McDonald's:globalizationstrategy-moreinclinedtostrategicmanagementadjustments.麦当劳：全球化战略——更倾向于战略性的经营调整。

Kentucky:localizationstrategy-"doinRomeastheRomansdo"肯德基：本土化战略——“入乡随俗”第18页/共26页China’sMcDonald"isstilltheworldofMcDonald's."“中国麦当劳，仍是全世界的麦当劳。”"China'sKFC,slowlybecometheChineseofKFC."“中国肯德基，慢慢成为中国人的肯德基。”第19页/共26页

三、肯德基的制胜杀手锏第20页/共26页肯德基较麦当劳在中国的优势所在：

Ⅰ“抢跑”，先入为主

Ⅱ特许经营，加速发展

Ⅲ中国特色，积极创新

Ⅳ科学选址，高效运营Ⅰ"jumpstart",firstimpressionsaremostlastingⅡfranchise,acceleratedevelopmentⅢChinesecharacteristic,thepositiveinnovationⅣsciencelocation,efficientoperation第21页/共26页“抢跑”，先入为主

IntheUnitedStates,KFChasbeenalow-endproducts,butinChina,itbecameakindofmediumandeventhemiddleandhigh-endoftheproducts.Onestepaheadoffamilylead,inMcDonald'splanentertheChinesemarket,KFChasstarteditsexpansion在美国，肯德基一直是一种低端产品，而在中国，却成了一种中端甚至是中高端的产品。一步领先，步步领先，就在麦当劳谋划进入中国市场的时候，肯德基已经开始了它的扩张第22页/共26页科学选址，高效运营

ThetwolevelsofKFCsystem,deedstoensurethescientific,highefficiency,scientificandreasonable.

肯德基实行两级审批制，保证其科学性，效率高科学合理。第23页/共26页Itsrival,McDonald's,hasmoreinthelocationplacetheblindnessof,alittleplacetoocoldandcheerless,somelocalstor