肯德基网络营销

1、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, Chinas 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

2、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 tast

3、e 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

4、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

5、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 thi

6、s 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, its menu variety is still very narrow, very easily lead people to eat greasy3.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。朗读显示对应的

7、拉丁字符的拼音字典朗读显示对应的拉丁字符的拼音字典3. external opportunities (O)With Chinas social and economic development and peoples 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,

8、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 Chinas 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

9、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 McDonalds, 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 orde

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