strategic analysis of KFC's market positioning \x1d\ KFC opened its first fast food restaurant in Qianmen, China on October 2, 1987, which was the first western-style fast food chain group to enter China. After six years of exploration, by 1992, the total number of restaurants in China was 11. On June 25th, 1996, the 111th KFC store in China was established in Anzhen Bridge, which was a milestone and marked a new stage of KFC's development in China. From the opening of 9 chain stores every month in 2112 to the opening of 25 chain stores every month in 2113, the speed is getting faster and faster. As of February 4, 2114, with the opening of KFC restaurant in Sanya, Hainan, KFC has reached 1211 in China. So far, KFC has opened twice as many stores in China as its old rival McDonald's. From the first store in Qianmen, Beijing to 1211 stores in Sanya, it took KFC 2117 years. During the golden period of development from 1997 to 2114, KFC increased from 216 to 1211, with an average annual increase of more than 141 stores, with an average annual growth rate of 71%. \x1d\1. Find a position-determine the target customer. "Home" has a special meaning in the minds of China people. KFC takes family members as its main target consumers, and its promotion focuses on young people who are more receptive to foreign cultures and new things. All food, services and environment are designed in a targeted way. Young people prefer the light dining atmosphere of western-style fast food, so as to influence the presence of family members of other age groups. KFC also spends a lot of energy on children's customers. There is a children's dining area in the store as an area for children to celebrate their birthdays, with colorful decorations catering to children's preferences and toys as gifts on holidays, hoping that children can drive the whole family to the store to receive warm service. \x1d\2. Position selection-determine the market positioning point. In 2115, KFC launched the "New Fast Food Movement" in China to activate its local brand. The "New Fast Food Campaign" was created by KFC for China consumers, with the purpose of better meeting consumers' needs for healthy life and establishing a new image of nutrition and health. "New fast food" can be summarized as: delicious, safe, high-quality and fast; Balanced nutrition and healthy life; Based on China, innovation is infinite. It retains the advantages of "traditional foreign fast food": it conforms to the rhythm of modern people's life, provides fast and convenient catering, adopts industrialized and standardized production, and the product quality is unified and stable, but it is also significantly different from "traditional foreign fast food". \x1d\3. In place-realize the positioning strategy. Customer value chain management centered on satisfaction. Although it is extremely important for KFC to maintain and consolidate its brand, KFC still believes that brand assets are derived from customer assets, and must be carefully cared for from every point of customer contact except for a large number of communication. Only by improving customer satisfaction can it be possible to build a strong brand and be invincible. \x1d\(1) Family-oriented target market. KFC classifies consumers according to the rate of return. Heavy consumers refer to once a week, moderate consumers refer to once a month, and mild consumers refer to once every six months. According to the survey, the heavy consumers of KFC now account for 31% ~ 41%, which constitutes the main target market of KFC. \x1d\ Key influencing factors in the target market \x1d\ Expectation action \ The lively dining atmosphere in the home dominated by teenagers will affect the presence of family members of other ages \x1d\ x1d \ children's warmth and play, cultivate children's habit of fast food from snacks \x1d\\x1d\ (2) Positioning of "chicken cooking experts". There are great differences in positioning between KFC and McDonald's. McDonald's beef is more suitable for Europeans and Americans, while KFC chicken is more suitable for Asians. The difference in taste makes McDonald's in a disadvantageous competitive position to a great extent. In recent years, McDonald's strongly launched "Mai Spicy Chicken" and "Chicken Leg Burger" similar to KFC, which is based on this. KFC's 61-year experience in cooking chicken can't be copied in a short time, and its image as a "chicken cooking expert" can't be imitated. \x1d\(3) Customer-centered marketing. For KFC, marketing means innovation. Never satisfied with the current success, we are constantly investing heavily to find solutions for China people's fast food.