肯德基vs麦当劳产品对比以及经营模式对比

一、简介introductionKFC(KentuckyFriedChickenKentuckyFriedChicken),commonlyreferredtoastheKFC.FromtheUnitedStatesisfamouschainrestaurants,byharan·

mountainandthecolonel'screationin1952.MainlysellsFriedchicken,hamburgers,Frenchfries,sodaandwesternfastfood.Companyname:KentuckyFriedchickenNameinforeignlanguage:KentuckyFriedChicken(hereinafterreferredtoasKFC)Headquarterssite:theUnitedStatesTimeoffounding:1952Businessscope:westernfastfoodThecompanyproperties:theUnitedStateschainCompanyslogan:WeDoChickenRightStaffcount:840000(2007)简介introductionMCMcDonald'sPlazaMcDonald'srestaurant(McDonald'sCorporation)isalargechainoffastfoodgroupintheworldhasapproximatelythirtythousandshops,themainsellinghamburgers,Frenchfries,Friedchicken,sodawater,iceproduct,salad,fruit.McDonald'srestaurantsallovertheworldsixcontinentsinovercountries.InmanycountriesMcDonald'srepresentsakindofAmericanwayoflife.

InmainlandChina'searlytranslationis"MacDonaldfastfood".Companyname:McDonald'sNameinforeignlanguage:McDonaldsHeadquarterssite:America'sIllinois,brookeTimeoffounding:1954Businessscope:fastfoodchain,dessertThecompanyproperties:thelistedcompanyCompanyslogan:I'mlovin'itIwouldlikeTurnover:$23.52billion(2008)Employeenumber:390000McDonald'sandKFCareintheUnitedStatesintheUnitedStates,thescaleoftheMcDonald'sfarmorethanKFC,McDonald'shasaglobalmorethanthreeshop,turnoverinexcessof$40billion;AndintheworldhavestoreKFConlyone-thirdofMcDonald's,about1.1.ButinChina,theKFCtoentertheChinesemarketearlierthanMcDonald's,andthesizeofthescaleofthefarmorethantheMcDonald's,KFCrestaurantisthetotalnumber1500,andMcDonald'sisonly700.麦当劳1990.10.081992.04截止到2002年第一季度2002-20041990年10月8日，中国内地第一家麦当劳餐厅在深圳市解放路光华楼西华宫正式开业。成为内地唯一一家能用港币和人民币支付餐饮的麦当劳在北京的王府井开设了当时世界上面积最大的麦当劳餐厅。麦当劳连锁店的总数约为460家，其发展速度前期迅猛，后期较为缓慢。年均新增店铺仅为47.5家，年增长率仅为25%左右，低于开始的38%。October8,1990,thefirstmainlandMcDonald'srestaurantinshenzhenjiefangroadguanghuabuildingopened.ThecanusethemainlandandHongKongdollarsfortheMcDonald'sfoodIntheBeijingwangfujingopenedintheworldatthattimeisthebiggestofMcDonald'srestaurant.ThetotalnumberofMcDonald'sfranchiseabout460stores,Withanaverageannualnewshopwasonly47.5home,annualYEARgrowthrateOnly25%orso肯德基1987.11.121987-19921996年6月25日1996-2004中国第一家肯德基餐厅在北京前门开业。历经6年的摸索，全国餐厅总数为10家。肯德基中国第100家连锁餐厅开业肯德基在中国已达到1200家，至此，肯德基在中国的开店数达到老对手麦当劳的2倍！China'sfirstKFCrestaurantsinBeijingopenedthefrontdoor.Aftersixyearsofexploration,thenationalrestaurantforatotalof10.TheChineserestaurantchain's100ththeopeningKFCinChinahasreached1200home,sofar,KFCinChinatosetupshopofseveraloldrivalsMcDonald's2times!二、连锁餐厅的投资效益与发展质量对比

Therestaurantchainbenefitofinvestmentanddevelopmentqualitycomparison

MC

KFC543家32亿600万/年902家73亿800万/年店铺总数Totalshop销售规模salesvolume单店年均营业收入Averageannualrevenueconstructions25%以上25%以上中国快餐目标客户人群消费比例ChinesefastfoodTargetcustomerscrowdconsumptionratioYoungpeople60%

child

30-40%parents1.人群定位之毫厘之差peoplelocation16～25岁的年轻人无论是在消费人群比重还是消费金额比重上，均在60％以上。而占30～40％的儿童与家长市场，消费权则基本由已成人的家长决定。可以说，洋快餐的消费决策者基本为成人，绝非儿童，尤其是在“快餐健康危机”频频的今天。

麦当劳2004年前坚持选择以儿童为中心的家庭肯德基则以年轻男女为中心McDonald's2004yearsagoadheretochooseWithchildreninthecenterofthefamilyKFCisToyoungmenandwomenasthecenter16to25yearsoldeitherintheproportionofconsumergroupsorconsumptionamountonproportion,wereabove60%.麦当劳以汉堡为主打产品，较适合欧美人。肯德基以鸡肉类产品为主，与麦当劳相比更适合亚洲人尤其是中国人的口味。因此更容易为中国消费者接受。McDonald'shamburgertogiveprioritytodozenofproducts,suitableforEuropeandtheUnitedStates.KFCwithchickenmeatproducts,andMcDonald'smorethanforAsianespeciallythetasteoftheChinesepeople.ThereforemoreeasilyacceptforChineseconsumers.2.产品定位之大同小异2.Theproductorientationofthesame3.成本价格上之居高起伏

Thecostpriceofthehighinupsanddowns2003年6月，麦当劳首先迫于全球业绩与成本控制的压力，实施全面的逆势涨价。8个月后，麦当劳将近十种主打产品全面砍到五元以内。最高降幅达到50%一直维持走“合适的价格与合格的产品”路线。InJune2003,McDonald'spriceincreasesEightmonthslater,McDonald'spricecut,thehighestfellto50%Therightpriceandqualityproducts步骤严格的选址步骤1.市场调查和资料信息的收集2.对不同商圈中的物业进行评估。3.关注市场定位和价格水平，麦当劳选址的步骤

ThelocationoftheMcDonald'ssteps

1.Themarketsurveyandthematerialinformationcollection2.DifferentbusinesstoThingsofthecircle

IndustryfortheEstimate.3.ConcernedaboutthemarketLocationandpriceCaselevel,步骤严格的选址的步骤1.划分商圈Businessdivision

2.选择商圈2.Choosecircle3.要确定这个商圈内，最主要的聚客点在哪。4.选址时一定要考虑人流的主要流动线路肯德基选址的步骤

ThelocationoftheKFCsteps

3.Tomakesurethecommercialcircle,themainpointisgathertheguest.4.WhencertainsiteWanttoconsiderpeopleAsthemainflowlines战略比较Strategycompare麦当劳：全球化战略——更倾向于战略性的经营调整。肯德基：本土化战略——“入乡随俗”McDonald's:globalizationstrategy-moreinclinedtostrategicmanagementadjustments.Kentucky:localizationstrategy-"doinRomeastheRomansdo"TheProductcontrastbetweenMCandKFCKfc

sentpasteis20gramsandMcis28gramsK