肯德基中国本土化策略分析.doc

摘要：肯德基作为国际餐饮业巨头在中国可谓是家喻户晓，这些无疑归功于其在华明确的本土化策略。随着中国餐饮企业的蓬勃发展，走出国门跨国经营已是必然。本文从肯德基的产品本土化策略、渠道本土化策略、品牌建设本土化策略、人才本土化策略四个方面入手分析研究，并对我国餐饮企业的跨国经营和发展提供相应启示，从而促进我国餐饮企业实现全球化经营。

关键词： 肯德基  产品本土化策略  渠道本土化策略  品牌建设本土化策略  人才本土化策略

Abstract: As a tycoon in the international catering industry, KFC is a household name in China. The success of KFC in China is attributed to its specific localization strategy. With the booming development of catering business in China, it’s been a necessity for Chinese catering businesses to go global and carry out cross-border operation. The Paper analyzes KFC’s localization strategy in products, channels, brand building and talents and its enlightenment on cross-border operation and development of Chinese catering businesses with the aim to promote globalized operation of Chinese catering businesses. 

Key Words: KFC; product localization strategy; channel localization strategy; brand building localization strategy; talent localization strategy

　　如今，企业全球化的趋势越演越烈，随着中国加入WTO，中国餐饮企业跨国经营已是必然。刘国栋在他的《肯德基在中国：成功的秘诀》中提到“只有对市场最敏捷、行动最迅速的公司才能领先于同行”，就像肯德基一样，第一个走出了自家国门，走进了最有经济增长潜力的国家——中国。肯德基的成功也并非偶然，肯德基做到了“知己知彼，百战不殆”，实施的本土化策略让肯德基完全渗入进了中国市场，走进了中国人的心中。所以深入了解并采用肯德基在华成功的本土化策略为我国的餐饮企业跨国经营和发展取得一定成功和辉煌。