國(guó)際營(yíng)銷課件

InstructionDietisabsolutelynecessaryinthelifeofmankind,anditwillevenaffecttheexistenceanddevelopmentofthehumanworld.Thereare

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

Americancitizensfocusmoreonefficiency,nutrition,foodscienceandconvience.WhilefromtheChinese'spointofview,foodisapartoflife,theyfocusmoreonflavor,material,andtradition.第3頁(yè)/共26頁(yè)France:fine,attractiveTheFrenchhaveapassionforfoodandpaymoreattentiononthestyleandmaterial.RomancecanbeseenanywhereatanytimeinFranceandfoodisnoexception.第4頁(yè)/共26頁(yè)Spain:strong,niceThisisanexoticcountrywithbeautifulsceneryandhospitablepeople.Seafoodsarespanishpeople'sfavorite.第5頁(yè)/共26頁(yè)India:curry,vegetarianAffectedbyreligion,mostIndianpeoplearevegetarians.Also,theylovecurryandflypie.第6頁(yè)/共26頁(yè)10/25/2023KFCistheworld'smostpopularchickenrestaurantchain,specializinginOriginalRecipe,ExtraCrispy,Colonel'sCrispyStripsandHoneyBBQWings,withhome-stylesidesandfreshlymadechickensandwiches.SinceitsfoundingbyColonelHarlandSandersin1952,KFChasbeenservingcustomersdelicious,alreadypreparedcompletefamilymealsataffordableprices.Thereareover15,000KFCoutletsin105countriesandterritoriesaroundtheworld.第7頁(yè)/共26頁(yè)10/25/2023

KFCinChina第8頁(yè)/共26頁(yè)10/25/2023WhydoesKFCdevelopsofast?ProducthomogeneityBrandandmenulocalizationproductstrategy第9頁(yè)/共26頁(yè)10/25/2023Fastfood:Producthomogeneity

hamburgersFrenchfriessoftdrinksicecreamAlthoughmanycountriesdifferentiateineatinghabitsanddietculture,KFCmergersthisdifference,andoffersallcustomersextremelysimilarproducts.第10頁(yè)/共26頁(yè)10/25/2023BrandandmenulocalizationBrandstrategywarmHomeunitePeoplefirst!

第11頁(yè)/共26頁(yè)10/25/2023

DietculturedifferencesbetweenChinaandAmericaChinaAmericaBrownrice、commonflourBeanproducts、cooked

Food、soup Threemealsaday，everyeatmoreManytimesaday,rightamounteachmealRefinedflourDon‘tlikebeanproducts、

Rawfood、simplesoup 第12頁(yè)/共26頁(yè)10/25/2023BasedonChina,enterintolifeMenustrategy1.Chinese-styleimprovement2.TheeatinghabitsofChineseconsumers：Chinesefastfood

3.Chineselocalcharacteristicsoffood第13頁(yè)/共26頁(yè)10/25/2023KFCtriestoletitselfbecomeourlifestyle、ourneighborandthenbecomearealpartofChina.第14頁(yè)/共26頁(yè)肯德基如何戰(zhàn)勝麥當(dāng)勞？Pk第15頁(yè)/共26頁(yè)

McDonald‘sandKFCbothoriginatesfrom

theUnitedStates.

IntheUnitedStates,thescaleandshareoftheMcDonald'sislargerthanKFC,

WhileinChina,KFCenteredintotheChinesemarketearlierthantheMcDonald's,andthescaleofitisfairlylargerthantheMcDonald's第16頁(yè)/共26頁(yè)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頁(yè)/共26頁(yè)二、Globalizationstrategypklocalizationstrategy（全球化戰(zhàn)略pk本土化戰(zhàn)略）McDonald's:globalizationstrategy-moreinclinedtostrategicmanagementadjustments.麥當(dāng)勞：全球化戰(zhàn)略——更傾向于戰(zhàn)略性的經(jīng)營(yíng)調(diào)整。

Kentucky:localizationstrategy-"doinRomeastheRomansdo"肯德基：本土化戰(zhàn)略——“入鄉(xiāng)隨俗”第18頁(yè)/共26頁(yè)China’sMcDonald"isstilltheworldofMcDonald's."“中國(guó)麥當(dāng)勞，仍是全世界的麥當(dāng)勞。”"China'sKFC,slowlybecometheChineseofKFC."“中國(guó)肯德基，慢慢成為中國(guó)人的肯德基?！钡?9頁(yè)/共26頁(yè)

三、肯德基的制勝殺手锏第20頁(yè)/共26頁(yè)肯德基較麥當(dāng)勞在中國(guó)的優(yōu)勢(shì)所在：

Ⅰ“搶跑”，先入為主

Ⅱ特許經(jīng)營(yíng)，加速發(fā)展

Ⅲ中國(guó)特色，積極創(chuàng)新

Ⅳ科學(xué)選址，高效運(yùn)營(yíng)Ⅰ"jumpstart",firstimpressionsaremostlastingⅡfranchise,acceleratedevelopmentⅢChinesecharacteristic,thepositiveinnovationⅣsciencelocation,efficientoperation第21頁(yè)/共26頁(yè)“搶跑”，先入為主

IntheUnitedStates,KFChasbeenalow-endproducts,butinChina,itbecameakindofmediumandeventhemiddleandhigh-endoftheproducts.Onestepaheadoffamilylead,inMcDonald'splanentertheChinesemarket,KFChasstarteditsexpansion在美國(guó)，肯德基一直是一種低端產(chǎn)品，而在中國(guó)，卻成了一種中端甚至是中高端的產(chǎn)品。一步領(lǐng)先，步步領(lǐng)先，就在麥當(dāng)勞謀劃進(jìn)入中國(guó)市場(chǎng)的時(shí)候，肯德基已經(jīng)開始了它的擴(kuò)張第22頁(yè)/共26頁(yè)科學(xué)選址，高效運(yùn)營(yíng)

ThetwolevelsofKFCsystem,deedstoensurethescientific,highefficiency,scientificandreasonable.

肯德基實(shí)行兩級(jí)審批制，保證其科學(xué)性，效率高科學(xué)合理。第23頁(yè)/共26頁(yè)Itsrival,McDonald's,hasmoreinthelocationplacetheblindnessof,alittleplacetoocoldandcheerless,somelocalsto