國(guó)際營(yíng)銷課件

InstructionDietisabsolutelynecessaryinthelifeofmankind,anditwillevenaffecttheexistenceanddevelopmentofthehumanworld.Thereare

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

Americancitizensfocusmoreonefficiency,nutrition,foodscienceandconvience.WhilefromtheChinese'spointofview,foodisapartoflife,theyfocusmoreonflavor,material,andtradition.第3頁/共26頁France:fine,attractiveTheFrenchhaveapassionforfoodandpaymoreattentiononthestyleandmaterial.RomancecanbeseenanywhereatanytimeinFranceandfoodisnoexception.第4頁/共26頁Spain:strong,niceThisisanexoticcountrywithbeautifulsceneryandhospitablepeople.Seafoodsarespanishpeople'sfavorite.第5頁/共26頁India:curry,vegetarianAffectedbyreligion,mostIndianpeoplearevegetarians.Also,theylovecurryandflypie.第6頁/共26頁8/24/2024KFCistheworld'smostpopularchickenrestaurantchain,specializinginOriginalRecipe,ExtraCrispy,Colonel'sCrispyStripsandHoneyBBQWings,withhome-stylesidesandfreshlymadechickensandwiches.SinceitsfoundingbyColonelHarlandSandersin1952,KFChasbeenservingcustomersdelicious,alreadypreparedcompletefamilymealsataffordableprices.Thereareover15,000KFCoutletsin105countriesandterritoriesaroundtheworld.第7頁/共26頁8/24/2024

KFCinChina第8頁/共26頁8/24/2024WhydoesKFCdevelopsofast?ProducthomogeneityBrandandmenulocalizationproductstrategy第9頁/共26頁8/24/2024Fastfood:Producthomogeneity

hamburgersFrenchfriessoftdrinksicecreamAlthoughmanycountriesdifferentiateineatinghabitsanddietculture,KFCmergersthisdifference,andoffersallcustomersextremelysimilarproducts.第10頁/共26頁8/24/2024BrandandmenulocalizationBrandstrategywarmHomeunitePeoplefirst!

第11頁/共26頁8/24/2024

DietculturedifferencesbetweenChinaandAmericaChinaAmericaBrownrice、commonflourBeanproducts、cooked

Food、soup Threemealsaday，everyeatmoreManytimesaday,rightamounteachmealRefinedflourDon‘tlikebeanproducts、

Rawfood、simplesoup 第12頁/共26頁8/24/2024BasedonChina,enterintolifeMenustrategy1.Chinese-styleimprovement2.TheeatinghabitsofChineseconsumers：Chinesefastfood

3.Chineselocalcharacteristicsoffood第13頁/共26頁8/24/2024KFCtriestoletitselfbecomeourlifestyle、ourneighborandthenbecomearealpartofChina.第14頁/共26頁肯德基如何戰(zhàn)勝麥當(dāng)勞？Pk第15頁/共26頁

McDonald‘sandKFCbothoriginatesfrom

theUnitedStates.

IntheUnitedStates,thescaleandshareoftheMcDonald'sislargerthanKFC,

WhileinChina,KFCenteredintotheChinesemarketearlierthantheMcDonald's,andthescaleofitisfairlylargerthantheMcDonald's第16頁/共26頁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/共26頁二、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/共26頁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。”第19頁/共26頁

三、肯德基的制勝殺手锏第20頁/共26頁肯德基較麥當(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/共26頁“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/共26頁科學(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/共26頁Itsrival,McDonald's,hasmoreinthelocationplacetheblindnessof,alittleplacetoocoldandcheerless,somelocalsto