国际营销课件

单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,单击此处编辑母版标题样式,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,LOGO,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,单击此处编辑母版标题样式,*,Instruction,Diet is absolutely necessary in the life of mankind,and,it will,even,affect the,existence,and,development,of the human world.There are,many,differences between Chinese and western cultural traditions,the Chinese and western dietary cultures are different in concept,target,pattern,attribution and nature.,第,1,页,/,共,26,页,China:various,delicious,Southern area:sweet,Northern area:salty,Eastern area:spicy,Western area:sour,第,2,页,/,共,26,页,USA:fast,convient,American citizens focus more on efficiency,nutrition,food science and convience.,While from the Chineses point of view,food is a part of life,they focus more on flavor,material,and tradition.,第,3,页,/,共,26,页,France:fine,attractive,The French have a passion for food and pay more attention on the style and material.Romance can be seen anywhere at anytime in France and food is no exception.,第,4,页,/,共,26,页,Spain:strong,nice,This is an exotic country with beautiful scenery and hospitable people.Seafoods are spanish peoples favorite.,第,5,页,/,共,26,页,India:curry,vegetarian,Affected by religion,most Indian people are vegetarians.Also,they love curry and fly pie.,第,6,页,/,共,26,页,11/20/2024,KFC is the worlds most popular chicken restaurant chain,specializing in Original Recipe,Extra Crispy,Colonels Crispy Strips and Honey BBQ Wings,with home-style sides and freshly made chicken sandwiches.Since its founding by Colonel Harland Sanders in 1952,KFC has been serving customers delicious,already prepared complete family meals at affordable prices.There are over 15,000 KFC outlets in 105 countries and territories around the world.,第,7,页,/,共,26,页,11/20/2024,KFC in China,第,8,页,/,共,26,页,11/20/2024,Why does KFC develop so fast?,Product homogeneity,Brand and menu localization,product strategy,第,9,页,/,共,26,页,11/20/2024,Fast food:,Product homogeneity,hamburgers French fries soft drinks ice cream,Although,many,countries,differentiate,in eating habits and diet culture,KFC,mergers,this difference,and offers,all customers extremely similar products,.,第,10,页,/,共,26,页,11/20/2024,Brand and menu localization,Brand strategy,warm,Home,unite,People first!,第,11,页,/,共,26,页,11/20/2024,D,iet culture differences between China and America,China,America,Brown rice,、,common flour,Bean products,、,cooked,Food,、,soup,Three meals a day,，,every eat more,Many times a day,right amount each meal,Refined flour,Dont like bean products,、,Raw food,、,simple soup,第,12,页,/,共,26,页,11/20/2024,Based on China,enter into life,Menu strategy,1.Chinese-style improvement,2.The eating habits of Chinese consumers,：,Chinese fast food,3.Chinese local characteristics,of food,第,13,页,/,共,26,页,11/20/2024,KFC tries to let itself become our lifestyle,、,our neighbor and then become a real part of China.,第,14,页,/,共,26,页,肯德基如何战胜麦当劳？,Pk,第,15,页,/,共,26,页,McDonalds and KFC,both originates from,the United States.,I,n the United States,the scale,and share,of the McDonalds is,larger,than KFC,While,in,China,KFC entered into the Chinese,market earlier than,the,McDonalds,and the scale of it is,fairly larger,than the McDonalds,第,16,页,/,共,26,页,Mcdonalds and KFC in Chinas development path,Stage,Time,Number of KFC stores in the country,The average annual number of stores,Number of Mcdonalds stores in the country(1990 enter the Chinese market,）,The average annual number of stores,Into The Period,1987.11-1992,1-10,2,1-5,2.5,Growing up early,1993-1995,11-100,30,6-80,25,The growth of the medium-term,1996-2000,101-400,60,81-300,44,The initial stage of development,2001-2003,401-1000,200,301-600,100,The development of the medium-term,2004-2011,1001-3500,437,601-1400,200,第,17,页,/,共,26,页,二、,Globalization strategy pk localization strategy,（全球化战略,pk,本土化战略）,McDonalds:globalization strategy-more inclined to strategic management adjustments.,麦当劳：全球化战略,更倾向于战略性的经营调整。,Kentucky:localization strategy-do in Rome as the Romans do,肯德基：本土化战略,“,入乡随俗”,第,18,页,/,共,26,页,Chinas McDonald is still the world of McDonalds.,“,中国麦当劳，仍是全世界的麦当劳。”,Chinas KFC,slowly become the Chinese of KFC.,“,中国肯德基，慢慢成为中国人的肯德基。”,第,19,页,/,共,26,页,三、肯德基的制胜杀手锏,第,20,页,/,共,26,页,肯德基较麦当劳在中国的优势所在：,“,抢跑”，先入为主,特许经营，加速发展,中国特色，积极创新,科学选址，高效运营,jump start,first impressions are most lasting,franchise,accelerate development,Chinese characteristic,the positive innovation,science location,efficient operation,第,21,页,/,共,26,页,“,抢跑”，先入为主,In the United States,KFC has been a low-end products,but in China,it became a kind of medium and even the middle and high-end of the products.,One step ahead of family lead,in McDonalds plan enter the Chinese market,KFC has started its expansion,在美国，肯德基一直是一种低端产品，而在中国，却成了一种中端甚至是中高端的产品。,一步领先，步步领先，就在麦当劳谋划进入中国市场的时候，肯德基已经开始了它的扩张,第,22,页,/,共,26,页,科学选址，高效运营,The two levels of KFC system,deeds to ensure the scientific,high efficiency,scientific and reasonable.,肯德基实行两级审批制，保证其科学性，效率高科学合理。,第,23,页,/,共,26,页,Its r