肯德基在中國(guó)的營(yíng)銷策略現(xiàn)狀及對(duì)策研究畢業(yè)論文

1、1論文畢業(yè)設(shè)計(jì)鑒定書題目：肯德基在中國(guó)的營(yíng)銷策略現(xiàn)狀及對(duì)策研究院（系）專業(yè)班級(jí)市場(chǎng)營(yíng)銷2010級(jí)姓名準(zhǔn)考證號(hào)完成日期：2012年2月25日36、結(jié)論...................................................................................................................................13參考文獻(xiàn).........

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3、.........................................15肯德基在中國(guó)的營(yíng)銷策略現(xiàn)狀及對(duì)策研究摘要：肯德基進(jìn)入中國(guó)市場(chǎng)后，實(shí)施符合國(guó)內(nèi)市場(chǎng)的營(yíng)銷策略，在不同于美國(guó)本土銷售環(huán)境的陌生市場(chǎng)進(jìn)行求同存異的經(jīng)營(yíng)方針。肯德基通過(guò)獨(dú)特的品牌策略、價(jià)格策略、渠道策略和促銷策略的有機(jī)結(jié)合，形成企業(yè)在中國(guó)市場(chǎng)的特色經(jīng)營(yíng)，成為企業(yè)在西式快餐連鎖業(yè)的巨頭。本文通過(guò)探究肯德基在中國(guó)的發(fā)展歷程，分析研究肯德基所實(shí)施的具有中國(guó)特色的營(yíng)銷

4、策略及其不足之處，從而對(duì)肯德基在中國(guó)的營(yíng)銷戰(zhàn)略進(jìn)行創(chuàng)新性的思考，并提出個(gè)人的建議與對(duì)策。關(guān)鍵詞：市場(chǎng)營(yíng)銷；品牌管理；營(yíng)銷策略；國(guó)內(nèi)市場(chǎng)KFCinChinasmarketingstrategycountermeasuresstudypresentsituationAbstract：KFCenteredtheChinesemarkettheimplementationofthedomesticmarketmarketingstrategyi

5、ndifferentfromNativeAmericansalesenvironmentstrangemarketseekcommongroundwhilereservingdifferencestheoperatingprinciple.KFCthroughtheuniquebrstrategypricestrategychannelstrategypromotionstrategyofganicunionfmenterprisein

6、ChinesemarketoftheoperatingacteristicstobecometheenterpriseintheWesternstylefastfoodchainindustrygiant.InthispaperthroughexplationofKFCinChinasdevelopmentprocessanalysisoftheimplementationoftheKentuckyFriedChickenwithChi