KFC肯德基---网络营销.docx

1. Situation Analysis
从1987年第一家肯德基在北京落户，到现在越来越多的肯德基店在中国各地陆续出现，它切割了中国快餐这个大蛋糕的一大块。为什么肯德基在中国能长久地占据中国市场，受中国年轻一族的青睐，下面本文就用SWOT的各个因素进行简略的分析。
From 1987 the first KFC in Beijing, settled, and now more and more KFC stores across China continue, China's fast food that it is cutting a large cake. Why is KFC in China can be a long time to occupy the Chinese market, favored by the Chinese young family, the following article on the various factors with a brief SWOT analysis.
1.内部优势（S）
肯德基产品已经实现了标准化和工业化，炸薯条和做汉堡等都有严格的工艺标准和调料，能够保证在不同的分店里，做出同一个味道来，从而保证了产品的品质。其次肯德基会平均每月推出两款新产品，新口味，从而能够吸引更多喜欢尝鲜的人的关顾肯德基有统一的装修，统一的标志，统一的餐具，这些都大大提高了它在中国人心中的地位，起到了很好的品牌效应。
肯德基店内环境优雅，缓缓的音乐把气氛营造得很舒服，是人们闲聊，会友，生日聚会很好的选择。店内的服务也是一流的，员工都是微笑服务，以最快的速度送上顾客的点餐，并且不会打扰顾客用餐，直到顾客起身离开，员工才会以最快的速度收拾好餐桌。其次，肯德基店内有干净的洗手间，能够保证顾客在用餐过程中的诸多不便。

1. internal strengths (S)
     KFC products have achieved the standardization and industrialization, such as fries and burgers and have a strict process standards and spices, to ensure that the different branches, the taste to make the same, thus ensuring product quality. Second, the average monthly KFC will launch two new products, new flavors, which can attract more early adopters who care. Kentucky has a unified decoration, a sign of unity, unified tableware, which have greatly improved its position in the hearts of Chinese people, played a very good brand.
Kentucky Fried Chicken restaurant elegant environment, the music slowly create the atmosphere very comfortable, people chatting, friends, birthday party, a good choice. The service is first-class restaurant, the staff are smiling service, the fastest ordering customers to send and will not disturb the customer dining, until the customer got up and left, the staff will be the fastest packed table. Second, the KFC restaurant has clean toilets, to ensure that customers dining in the process of inconvenience.
2.内部劣势（W）
肯德基的食物烹制方法以油炸，油煎为主，而食物主要是鸡肉，因而食物结构具有高脂肪，高热量，低维生素，低纤维的特点，特别容易导致热量过剩从而造成肥胖。
肯德基的价位对于中国普通人来说，是蛮高的，人均消费在30元以上，普通城镇的居民一般消费不起，也是基于这个原因，因而在中国的小城镇上很少有见到肯德基的分店。
虽然肯德基为了适应中国人的口味，推新的速度很快，但是相对于中国食物来说，它的菜谱品种还是很狭隘的，很容易导致人们吃腻。
2. internal weaknesses (W)
    KFC fried food cooking methods, frying based, and the food is mainly meat, which has a high-fat diets, high-calorie, low vitamin, low-fiber characteristics, are particularly vulnerable to lead to excess heat resulting obesity.
    KFC China, the price for ordinary people is quite high, more than 30 yuan per capita consumption in the ordinary urban residents generally can not afford, but also for this reason, and thus small towns in China, there has been little seen KFC Branches.
    Although KFC order to adapt to Chinese tastes, pushing the new fast, but compared to Chinese food, it's menu variety is still very narrow, very easily lead people to eat greasy
3.外部机遇（O）
随着中国社会经济的发展以及人民生活水平的提高，人们开始快节奏的生活，因而快餐业的发展也开始壮大，人们对快餐的需求也越来越多，潜力巨大。消费群体也在不断的扩大，越来越多的中国人接受了肯德基，从上班族，购物者，大中小学生到城市流动人口，旅游观光的人应有尽有，它在中国人心中的知名度不断地扩大。
中国人向来对外国的文化，外国的饮食很感兴趣，能在家门口吃到地道的外国饮食，逐渐成为一种时尚。再者中国自古就是一个爱吃的民族，这也就为肯德基在中国的快速发展提供了可能。
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3. external opportunities (O)
With China's social and economic development and people's living standards improve, people began to fast-paced life, and thus began the development of fast-food industry, growth, people demand more and more fast food, has great potential. Consumer groups also continued to expand, more and more Chinese people to accept a Kentucky Fried Chicken, from office workers, shoppers, pupils and students to the city population, tourism people everything, it is known in Chinese as a constantly expanding .
Chinese culture has always been foreign, foreign countries are interested in diet, can eat at home authentic foreign restaurants, has become a trend. Moreover, China has always been a favorite of the nation, which also for the KFC in China's rapid development possible.
4.外部威胁（T）
肯德基在中国快餐界主要有两个威胁。一个是和它具有相同异国文化的麦当劳，披萨这类店，它们具有同样先进的理念，同样先进的管理经验，以及服务态度，因而要想在这类企业中获胜，肯德基只能靠不断地结合中国人的饮食习惯，快速地推新，快速地占领市场。
还有一类就是中国本土的快餐连锁店。近年来，中国本土的快餐饮食快速发展，这类餐馆尽管在理念，管理经验以及服务态度上稍逊于肯德基，但它们却有很强烈的优势，顾客来源广阔，饮食更适合中国人的口味。肯德基要想永远胜过这类企业，唯一的方法就是从中国博大精深的饮食文化下手。

4. external threats (T)
    Kentucky Fried Chicken fast-food industry in China, there are two major threats. One is a foreign culture and it has the same McDonald's, pizza these stores, they have also advanced the concept of the same advanced management experience, and attitude, so in order to win in such enterprises, continue to rely on KFC Integration of Chinese eating habits quickly to push a new, rapidly occupying the market.
    Another type is the local Chinese fast food chain. In recent years, the rapid development of the local fast-food restaurants, such restaurants, although in concept, management experience and service attitude less in Kentucky, but they are very strong there is the advantage of a vast source of customers, food is more suitable for Chinese tastes. Such enterprises in order to always be better than KFC, the only way is from the start with the profound Chinese food culture.

2 E-marketing strategic planning
肯德基的战略市场规划可以分为以下三个方面：
1 攻占大城市，准确选址 肯德基通过全面深入的市场调查确认进入中国市场，必须以大城市为目标市场；通过集中攻占了北京、上海、广州、杭州等大型城市，以点带面促进了肯德基在中国快速发展的局面。
A captured city, accurate location of KFC in-depth market research through the confirmation to enter the Chinese market, targeting large cities must; by focusing on the capture of Beijing, Shanghai, Guangzhou, Hangzhou and other large cities, in order to point for the KFC in China's fast The development of the situation.
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2 定位烹鸡专家，标准化服务。
肯德基的市场优势为其鸡类食品的独特口味，定位在“世界著名烹鸡专家”，同时这也是肯德基与麦当劳定位上的最大区别。肯德基全球推广的“CHAMPS” 冠军计划及标准化服务，是肯德基取得包括中国市场在内的精髓之一。
2 cooked chicken expert positioning, standardized services.
KFC chicken market advantage for its unique taste of food, location in the "world famous cooking chicken expert ", while KFC and McDonald's is also targeting the biggest difference. KFC global promotion of the "CHAMPS" Champion program and standardized services, including KFC made ​​the essence of the Chinese market, including one.
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3 特许经营，利益共享
“特许经营” 是肯德基第一品牌策略成功的代表性策略，具有“中国特色”。肯德基以“特许经营”作为一种有效的方式在全世界拓展业务，至今以超过20年。其实质，即在特许经营的严格规定背后，是肯德基总部和加盟店共同的利益关系。
3 franchise, benefit-sharing
"Franchise"is a KFC representative of the first successful strategy of brand strategy, with "Chinese characteristics. " Kentucky Fried Chicken to "franchise " as an effective way to expand their business in the world, has more than 20 years. Its essence, that the strict requirement of the franchise behind the KFC franchise headquarters and common interests.

3 Objectives
超越“麦当劳”，成为当之无愧的中国第一快餐品牌
Beyond the "McDonald's"and become worthy of the first fast-food brands

4．E-marketing strategy
选址策略
地点是饭店经营的首要因素，餐饮连锁经营也是如此。连锁店的正确选址，不仅是其成 功的先决条件，也是实现连锁经营标准化、简单化、专业化的前提条件和基础。因此，肯德 基对快餐店选址是非常重视的，选址决策一般是两级审批制，通过两个委员会的同意，一个 是地方公司，另一个是总部。其选址成功率几乎是百分之百，是肯德基的的核心竞争力之一。
Site Policy

Location is the primary factor in the hotel business, restaurant chains as well. The correct location of the chain is not only a prerequisite for its success, but also to achieve chain standardization, simplification, the prerequisite and basis for specialization. Therefore, the KFC fast food shop on site is very important, location decisions are generally two examination and approval system, through the agreement of the two committees, one local company, the other is the headquarters. The site is almost one hundred percent success rate, is the core competitiveness of the KFC one.

肯德基选址按以下几步骤进行
1． 划分商圈通过打分把商圈分成好几大类，以北京为例，有市级商业型（西单、王府井等）、区级商 业型、定点（目标）消费型、还有社区型、社、商务两用型、旅游型等等。
1. By scoring the shopping district classified into several categories, to Beijing, for example, a municipal business type (Xidan, Wangfujing, etc.), district-level commercial, fixed-point (target) consumer, as well as community-based, community , dual-purpose type of business, tourism-based and so on.
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　2．选择商圈
即确定目前重点在哪个商圈开店，主要目标是哪些。在商圈选择的标准上，一方面要考 虑餐馆自身的市场定位，另一方面要考虑商圈的稳定度和成熟度。餐馆的市场定位不同，吸 引的顾客群不一样，商圈的选择也就不同。
2. Select district
The current focus is to determine which district in the shop, the main objective is to what. The selection criteria in the district on the one hand to consider the restaurant's own market position, on the other hand to consider the district's stability and maturity. Market positioning of different restaurants, do not attract the same customer base, the choice of shopping is different.
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　3．聚客点选择影响商圈选择
聚客点的选择也影响到商圈的选择。因为一个商圈有没有主要聚客点是这个商圈成熟度 的重要标志。比如北京某新兴的居民小区，居民非常多，人口素质也很高，但据调查显示， 找不到该小区哪里是主要聚客点，这时就可能先不去开店，当什么时候这个社区成熟了或比 较成熟了，知道其中某个地方确实是主要聚客点才开。
3. Poly-off point selection of shopping options
Poly-off point also affects the choice of shopping choices. Because there is no major accumulation of a district-off point is the district an important indicator of maturity. Beijing residents such as a new area, the residents very much, also very high quality of the population, but according to surveys, can not find where the plot is the main poly-off point, then it may be asked not to shop, when the community when Mature or more mature, and know what is really a place before opening the main poly-off points.
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5. Implementation plan
我们认为，肯德基在中国的成功是建立在其专业地战略分析、科学地战略选择和有效地战略实施基础上。
    其中最既是最重要的又是不可忽略的几点是：
一、 进入中国时机及选址的正确性
二、 西方文化和中国特色相结合的战略地制定
三、 在成熟期，制定了中西方相结合的战略
四、 特许经营方式的建立

We believe that the success of KFC in China to build strategic analysis in the professional, scientific and effective strategic choice based on the implementation of the strategy.
     One of the most important and both can not be ignored points are:
First, the timing and location into the correctness of China
Second, the Western culture with Chinese characteristics and to formulate the strategy of combining
Third, in the mature, developed a strategy of combining Chinese and Western
Fourth, the establishment of franchise

6. Budget

肯德基公司通过多年实践，充分意识到达此目的仅仅依靠传统的沟通手段已经远远不够，必须建立一种能够置身于公众之中和沟通对象直接对话的机制和通道，其最有效的方法莫过于赞助。特别是以赞助为龙头，联合广告、促销和公关等其它传统沟通手段协同作战，形成一个优势互补、相得益彰的高潮，其效果就更好。所以长期以来肯德基公司一直把赞助看成既是和目标沟通对象进行直接对话的重要途径，又是传统沟通组合的重要补充手段，始终予以高度重视，列为企业沟通的重中之重。
KFC through years of practice, fully aware of the purpose of relying solely on traditional means of communication is not enough, we must establish a way to exposure to the object of public communication and direct dialogue among the mechanisms and channels, the most effective way is to sponsor . Especially as the lead sponsor, joint advertising, promotion and public relations, and other traditional means of communication together, and form a complementary and reinforce each other's climax, the effect will be greater. So KFC has been a long time as both the sponsor and the target object to communicate an important way to direct dialogue, but also an important supplement to traditional means of communication mix, and always attach great importance, as the top priority of corporate communications
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7. Evaluation plan
通过以上对肯德基中国市场营销渠道运作策略的系统归纳、总结和分析，我们一方面可以了解到肯德基公司是一个非常重视营销渠道建设和发展的企业，是一个严格遵守其本土化发展战略的务实的跨国企业，另一方面在理论和实践方面均可以获得极其重要的启示和借鉴。
Through the above operation of KFC China's strategy of marketing channel system induction, summary and analysis, while we can understand that Kentucky is a very great importance to the construction and development of marketing channels for business, is a strict compliance with its localization development strategy and pragmatic Multinational corporations, on the other hand both in theory and practice can be extremely important inspiration and reference

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