KFC's rapid development in China is closely related to its networked and standardized chain operation. In the chain operation mode, KFC implements the speed-up strategy of direct chain and franchise chain going hand in hand. The following is the KFC marketing paper I compiled for you for your reference.
KFC marketing papers: On KFC's marketing strategy in China
The rapid expansion and development of KFC in China has made it an undisputed leader in the fast food industry in China. 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 body of work, it is more expansive and energetic. Since the first KFC branch settled in Beijing in October, 1987, the 511th KFC restaurant in China settled in Shanghai in October, 2111, the 1,111th KFC restaurant in China settled in Beijing in October, 2117, the 2,111th KFC restaurant in China settled in Chengdu, and the 3,111th KFC restaurant in China settled in Shanghai in June, 2111? This crazy expansion process makes KFC the undisputed leader in China's fast food industry. ? 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? And after more than 21 years of painstaking efforts, KFC has become an important part of China people's diet and cultural life. No wonder Su Jingshi, the head of China Yum! Restaurant Group, said? China KFC is the KFC of China people? . We can learn a lot from KFC's successful experience in China. The author thinks that KFC's successful marketing in China can not be separated from the following points:
1. Rapid expansion-oriented business strategy
As the largest catering group in the world? Yum? The company's well-known brand, KFC, has more than 33,111 in more than 1,111 countries and regions around the world, while the profit of China KFC accounts for one third of the global profit. In view of 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.
In terms of enterprise personnel, in 1987, China KFC had less than 111 employees; By the end of 2116, KFC had more than 1.2 million employees nationwide, and the number of KFC branches in China at that time was 1,811; According to the analysis of the latest 3,111 branches, the number of its employees is conservatively estimated to be no less than 211,111. Faced with such a huge demand for talents, KFC has adopted the strategy of employee localization, focused on cultivating, promoting and using local talents, and brought into full play their advantages of being familiar with the policy environment and market characteristics, and adopted a standardized and systematic personnel training mode and an effective employee performance evaluation and position promotion system. This model enables enterprises to gather strong cohesion and lay an internal foundation for their rapid expansion.
in the supply of raw materials, KFC has adopted a localized supply strategy to meet the huge production demand. By the end of 2116, KFC had more than 551 domestic suppliers of raw materials, ordering raw materials ranging from chicken, vegetables and bread to packing boxes, equipment and building materials, accounting for 91% of the total purchase of KFC in China. In 1997, KFC brought its global professional supplier star rating system to China, which can evaluate and test suppliers from five aspects and help suppliers improve the quality of their products. These actions not only effectively solved the problem of raw material supply, but also promoted the healthy development of a number of China enterprises, which won them a good reputation.
how does KFC treat franchisees in China? Not starting from scratch? The franchise mode of. ? Not starting from scratch? The franchise 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.
2. Local marketing integrated into the enterprise
Unlike McDonald's, it is KFC's consistent strategy to launch products that suit local tastes all over the world. ? Based in China and integrated into life? , KFC is insisting? Fried chicken, French fries, hamburgers? At the same time, we vigorously carry forward the product localization strategy and develop products suitable for the tastes of China people. 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? 、? Four seasons fresh vegetables? 、? Lotus fresh vegetable soup? New products specially designed for the tastes of China consumers have gradually become an important choice for customers. At the same time, in advertising, KFC in its own? World famous chicken cooking expert? China elements have been continuously integrated into the corporate image. Even in the Spring Festival of 2113, Colonel Sanders of KFC put on Tang suit in more than 811 branches in 171 cities in China to welcome customers, which skillfully and accurately realized the China-ization of western-style fast food in culture? Combination of soil and ocean? , let KFC into the life of China people.
III. Healthy and active life concept
Provide? Healthy and delicious? Our food has always been the goal of the fast food industry, and KFC is in? Balanced nutrition and healthy life? A set of sets? Combination boxing? It has also established a good image of the brand green and healthy in the public mind. KFC applies China's concept of balanced diet health to product development, eliminating people's health doubts about fast food. Not only does it break through frying in cooking, but it is also introduced? Roast? 、? Cook? 、? Cold salad? And other methods, but also improve the nutritional composition of products, launched 16 different plant products and a variety of new Chinese products. In 2111, KFC in China set up a Food Health Advisory Committee, and in 2114 and 2115, it issued the first and second editions of the White Paper on Food Health Policy of KFC in China, which was advocated by KFC. Balanced nutrition and healthy life? The food health policy was clearly stated. And on this basis? Exercise every day, live a healthy life, let's move? The 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.
IV. Friendly and positive corporate image
KFC has always adhered to the strategy of being friendly to the government, people and society, and strived to create a corporate image that is accepted and loved by the public in China. It actively advocates social charity relief, and in recent years, it has continuously donated money to Yushu and other disaster-stricken areas. As? World hunger relief? As a part of the 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 total fund-raising for the project has reached more than RMB 11 million, 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 the China KFC Dawn Fund has been implemented in 42 universities across the country, and 2821 college students have received funding. The fund combines academic aid, restaurant practice and social service. The recipients will not only get the opportunity to work and study in KFC, but also become? Shuguang commune? Members, participate in related activities to give back to the society. In 2111, KFC and China Youth Daily jointly held? 2111 KFC dialogue after 91? Activities. Here? After 91? Teenagers provide a stage to show their unique ways of thinking and behavior, fully and freely show their true and full images, so that people of different ages and different occupational groups in society can have the opportunity to communicate with? After 91? Dialogue and communication, and re-examine what they give? After 91? The authenticity of the various labels posted is also true. After 91? 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 < P > 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 succeed in the strategy of cultural differences. Based on 4Ps marketing theory, the author of 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
1. Introduction:
Harlan in 1939? Colonel Sanders founded the famous KFC fast food restaurant, which started from then on? A chicken leg walks the world? Business feat. Now KFC is the world's largest fried chicken fast food chain with branches all over the world, with more than 1.1111 restaurants in more than 81 countries around the world. In 1992, KFC had 11 restaurants in China. By 1995, it had grown to 71. On June 25th, 1996, the 111th KFC store in China was established in Beijing. Today, KFC has 1,411 branches in mainland China, and its profit rate accounts for 1/3 of KFC in the world. And it is still increasing at a high rate every year. It can be seen that China has become the largest market of KFC.
Second, KFC's product strategy
hofstede defined individualism as the tendency to only care 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 through mutual care. China is a society with a strong collectivism tendency, and people have a high sense of identity with China's traditional culture and food. Through this sense of identity, people can eat in the west? Skin? Wrapped in China's traditional catering culture? Core? It reflects the successful strategy of KFC's cross-cultural marketing in product innovation. From subverting Hamburg? Mexican chicken rolls? To something full of China characteristics? Old Beijing chicken rolls? KFC's products constantly make breakthroughs and innovations in combination with China's cultural characteristics, 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. A country with a high degree of acceptance has a large distance of power and a clear social hierarchy; Countries and nations with low acceptance have small power distances and are more equal among people.
From a cross-cultural perspective, China is a society with a large power distance, and people attach great importance to the relationship between the price of consumer places and personal image. KFC maintains a constant price, 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 collectivist consumption habits of China people, through the introduction of? Take out the whole family bucket? This way to promote sales instead of single product promotion like McDonald's has also received good results.
iv. KFC's distribution strategy
From the perspective of cross-cultural marketing, regardless of the possible defects in the process design of KFC itself, due to China's large power distance and masculine tendency, employees in China generally have an impetuous tendency, and it is difficult to accomplish something that looks very subtle and trivial in a down-to-earth manner, which is fatal to the food industry. ? Sudan red? The incident has taught multinational companies a lesson in China: The key to how to really implement a good system in enterprises lies not in how hard the top executives work, but in 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.
5. KFC's public relations strategy
1 Make full use of media resources and use? Head of public relations? .
yes? Sudan red? During the incident, KFC held several press conferences, and even Su Jingshi, the president of China Yum! Brands, who has always been low-key, specially rushed to Beijing to eat at KFC restaurant. In China, where the power distance is relatively large, adopting this method is giving it to consumers? Reassuring? It has a great effect on restoring consumer confidence.
2 seek the source to satisfy consumers' desire for knowledge.
in this incident, KFC reviewed its own supply chain management on the one hand, and assisted the relevant state departments to trace it step by step, and finally successfully found it? Sudan red? The 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 rather than KFC.
3 dare to analyze yourself, admit your mistakes, and use the proof of authoritative departments.
on March 22nd, KFC issued a nationwide notice saying that it was right? Sudan red? The investigation has been fully completed, and the problematic seasonings have been eliminated and properly handled. After inspection, it does not contain? Sudan red? Alternative spices are also ready. At the same time, KFC once again stressed that? All related products have been sent to the national recognized professional institutions for comprehensive testing, and the test results confirm that all products do not contain? Sudan red? Composition. Please feel free to eat. ? 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 reassure consumers most quickly.
VI. Conclusions and Suggestions
To sum up, this paper puts forward the following suggestions: 1) Correct brand positioning; 2) timely launch new products suitable for Chinese tastes; 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.