从中美饮食文化差异分析肯德基 的产品策略

　　The aim of this paper is to research on the transnational catering enterprises to implement the localization of marketing in Chinese,grasp the transnational catering enterprises to implement the basic way of local marketing strategy,that worth learning from place,puts forward the suggestion on the Chinese catering enterprises in local business and international marketing.The catering industry is playing a more and more important role in the social life and economic life,has become a hot industry,the highest speed of development China consumer demand in the market the fastest growth rate,annual sales are growing,and Chinese in world economic unification of the tide,the catering market not only stimulate the emergence of more and more the local enterprises,and large China catering market has been attracting more and more foreign catering enterprises to enter the China,especially many large multinational catering enterprises also have Chinese investment in the shop,the food and beverage industry,the increasingly fierce market competition.Therefore,if catering enterprises want to get competitive advantage and get long-term and stable development,they need to carry out correct strategic development planning and management.Under the guidance of correct marketing theory,we must formulate and carry out marketing strategies that meet market demands.Although the research of marketing theory Chinese must be rooted in the practice of market economy,China but on Chinese stage,multinational companies are also involved in promoting a certain extent and speed up the development of China marketing theory research on the pace of innovation.Therefore,paying close attention to the marketing experience of multinational enterprises in China and summarizing their successful marketing theories is of great guiding significance for the development of Chinese catering enterprises.

　　2.1.1Obvious regionality

　　Because of the influence of different factors,Chinese diet culture has different characteristics.First of all,it has obvious regionality.Different regions have formed a different diet system.The most famous are the eight major Chinese cuisines-Lu,Sichuan,Guangdong,Fujian,Jiangsu,Zhejiang and emblem.Second,it has a seasonality.In addition,it also has the characteristics of the combination of medicine and food.Chinese people often prevent and treat diseases by means of dietotherapy.

　　2.1.2Aesthetic requirements

　　China's diet also emphasizes aesthetic requirements,such as carrots and other sculptures,such as flowers,birds,etc.,to decorate and decorate the food.In a word,Chinese cuisine is full of color and fragrance.Chinese people like to connect a lot of things with eating.For example,a greeting often asks,"did you eat?"Marry,promote,move,and have dinner.It seems to the Chinese people that"eating"is the best way to express happiness and sorrow.The five main ways of food processing,more than ten kinds of knife above reflects the Chinese pursuit of beauty diet.In addition to the above two dietary views,collectivism values are also reflected in the catering culture in China.For example,after a dish is served,Chinese people will share it.After the end of the meal,you will be scrambling to pay for it.

　　2.2.1Rational diet

　　Americans believe that eating is only for the sake of life.So they have a rational diet,that is,nutrition is the standard of eating,not the beauty of the food.So many of their dishes,no matter how they match,are basically only one processing method,such as beef.It's a rational diet,though it's a rigid diet,but it's a nutritious and healthy food mix.

　　2.2.2Individualistic diet

　　In addition,individualism is the main value of the United States,and it is also reflected in the diet culture.At the table,each has its own food,not a collective dish.After the meal also often use the AA system to pay.Differences in diet content.In the eyes of the Americans,a vegetarian diet can only fill the stomach,and the real nutritional value is meat.As a result,meat is the main diet,and many food ingredients are derived from cattle,sheep,chicken,fish and so on.Almost every year to eat beef,drink milk,so the diet is very simple.But they do not like to eat parts of the animal,such as skin,head,feet,and liver.

　　The differences between Chinese and American Dietetic culture are different because of the influence of geography,history and tradition.Some of these differences are very significant,and some are small and undetectable.In general,the differences in the Chinese and American diet culture are mainly manifested in four aspects,such as history,culture,dining mode,diet concept and dining etiquette.Both in China and in the American diet,they have profound cultural and social foundations.Through the analysis of the differences in the Chinese and American diet culture,we can find out the problems and make up for them.Now,China's diet is more and more stressed on the nutrition and collocation of food and the rationalization of cooking.And the American diet also pays more and more attention to the pursuit of color and fragrance.With the cultural exchanges and collisions between China and the United States,the culture of the two countries will produce new features and new changes.But everyone should always have a dialectical point of view to understand the culture and absorb the essence,so that the food culture of the two countries can be better developed and spread.

　　KFC,referred to as KFC,is one of the international restaurant chain,the United States,is the world's second largest food and largest fried chicken chain,founded in 1952 by founder Harlan Sanders,mainly sells fried chicken,hamburgers,French fries,rice,Egg Tart,soda and other high calorie fast food.The brand new Kentucky logo for Kentucky,a highly reputable and popular brand in the world,has added a sense of modernity to the times.The new logo will be applied to all visual elements such as restaurant design,advertising,food packaging,employee uniforms,public enjoy and so on.

　　Yum Group CEO Chinese division Su Jingshi said,"the colonel was one of the people familiar with the image of the world today,give him a new outlook indicates the new future"Kentucky,"for Chinese Kentucky,a new future is safe,high quality and delicious fast;balanced nutrition and healthy life;based on the new fast food China innovation unlimited".

　　KFC has released the new logo globally in the world.No matter in the US,Britain,Australia or China,people will see a new KFC restaurant.China's first Kentucky restaurant,which uses a brand new logo and decoration concept,is located in the Wangjing commercial district of Beijing.

　　In 1952,Colonel Harlan Sanders created the original fried chicken franchise business,Kentucky started the embryonic form

　　In 1987,Kentucky went into China and opened the first Chinese Western fast food chain restaurant in the front door of Beijing

　　In August 1,2000,the first Kentucky Chinese franchise franchisor was officially authorized to transfer in Liyang,Changzhou.

　　In May 31,2000,China's Kentucky website was officially opened

　　In September 3,2002,China's first Kentucky"car shuttle restaurant"opened in Beijing

　　In January 16,2004,1000th Kentucky restaurants in China opened in Beijing,and the white paper on food health policy of Kentucky Chinese Kentucky was issued to the outside world.

　　In September 2,2004,China Kentucky National Youth three basketball champion challenge tournament was officially launched

　　In October 11,2005,the 1500th Kentucky restaurant in China and the first car shuttle restaurant in Shanghai opened in Shanghai and opened in Shanghai.

　　August 31,2006,Kentucky national youth campus youth Aerobics Competition officially started in China

　　The second half of 2006,Chinese KFC in Shanghai the first"KFC",began to get involved in the delivery market,has now expanded to the whole country

　　In November 8,2007,2000th Kentucky restaurants in China opened in Chengdu and launched"China Kentucky food health fund."

　　In 2008,Kentucky Chinese Kentucky was the first to push the 24 hour business restaurant in Shanghai

　　In November 23,2011,KFC's owner,Yisheng catering group,and Sinopec joined hands with Sinopec.The brand of yum,including KFC,pizza hut,Oriental white restaurant and so on will be fully integrated into Sinopec's national gas station.As early as 5 years ago,McDonald's was the first to sign a strategic cooperation agreement with Sinopec to set up a car restaurant at a Sinopec gas station.

　　In August 18,2015,Yisheng group announced that Su Jingshi,the chairman and chief executive of the Chinese Ministry of business,would retire.

　　4.1.1The uniqueness of the diet culture

　　Each country has its own special culture,and each culture has its own way of expression.With the development of economic globalization,the exchanges between China and the United States are more and more frequent,and many new topics have been involved.Food culture,for example,has become one of the most popular topics in the twentieth Century.Over the years,people pay more and more attention to catering culture,and understand the cultural differences between China and the US,which is beneficial for mutual understanding between the two sides,and also helps to promote the development of bilateral exchanges.

　　4.1.2Understanding the food culture is good for communication

　　The marketing localization of multinational catering enterprises contains a lot of contents,so that how to determine the target market and how to design product packaging can reflect the localization level of a company's marketing and even decide the long-term development of the company in the target country.As an important part of culture,diet has special research significance:the study of diet helps to further understand and grasp a specific culture of a certain country and ethnic group,and contribute to cross-cultural communication and communication.In today's globalization,China and the United States,as the two major countries in the world today,have great cultural differences and connections.The study of these differences and relations has a unique role and significance for the cultural exchange and trade between China and the United States.

　　4.2.1China's population is large

　　At present,China's population has exceeded 100 million,accounting for 1/6 of the world's total population.With the deepening of reform and the rapid development of economy,Chinese consumers'desire to purchase will be released,which has strong market potential.The transnational catering enterprises have poured into the market China,hope to be able to grasp the China huge business opportunities,therefore,Chinese market has become an important part of the fierce competition of the global market,not only from the competition between transnational catering enterprises,including the local enterprises without weakness challenge.

　　4.2.2The complex structure of the catering market

　　China catering market structure is complex,the difference obviously,the change is very strong,compared with the international market,the overall level of marketing Chinese market is not high;in addition,China market belongs to the transformation of the market rather than a fully mature market,the changing market environment,transnational catering enterprises in China cannot copy the western mature marketing model.Chinese market complexity,diversity,transformation and variability of the transnational catering enterprises based in understand and grasp the characteristics of Chinese market,targeted implementation of marketing strategy China localization,adopt effective marketing methods and flexible,to obtain competitive advantage in the market China.Therefore,transnational catering enterprises in China must attach great importance to China's localization and carry out localization marketing strategy,which is an inevitable choice to adapt and meet the Chinese market and gain competitive advantage.

　　5.1.1Change from Western taste to Oriental taste

　　KFC is of western style fast food,if to the standard products to the development of Chinese market,perhaps early China consumers because of the curious fresh buying interest,but with the passage of time,curiosity and fresh faded,the market demand is gradually reduced,and the market is very difficult to realize.Therefore,in order to expand the market,cultivating loyal customer groups,we should change the target groups,fully Chinese the demand of the market,innovation and change to meet these needs,realize the localization of marketing strategy,make the appropriate adjustments in the marketing strategy,consumer psychology will become consumer"curiosity,try"for true love and acceptance of products.Enter the market guarantee to promote the rapid Chinese transnational catering enterprises to implement the localization marketing strategy in China,make it more consistent with the China consumer demand,more easily accepted China consumers,transnational catering enterprises can enhance the affinity,so as to promote the rapid access to Chinese market;national treatment to export their products are more or less restrictive measures.

　　5.1.2Enhance enterprise affinity

　　Specific to the internal regional economic organization and a single economy,there are international organizations beyond the regulations localization protocol,and the resulting products through the export into the country's difficulties,or difficult to obtain proper profit.Many multinational catering enterprises to enter the market through Chinese and Chinese domestic companies for cooperation or joint venture began,then began to continue to localization,therefore,transnational catering enterprises to implement the localization of marketing as the core of the procurement,personnel,scientific research,cultural and other aspects of the soil in the Chinese strategy,to enhance corporate reputation,create a good the corporate image,as far as possible with the equal status of local enterprises competition,to get more tax and other preferential policies,local support,promote the Chinese quickly into the market.

　　Along with the development of economy,people's living standards have been improving,more and China consumer attitudes more rational,and start to pay attention to healthy diet.Deep fried,sweet and greasy food in Western fast food has become the pronoun of unhealthy and even"junk food".Especially with the public media supervision strengthened,food safety issues continue to slip China consumer resentment for the western fast food is more and more serious,emotion and behavior and resistance and hostility,in the face of Chinese consumers change,KFC must change,"local"is the need to adapt to the market China.China's catering market is facing fierce competition.KFC faces competitors not only from the same kind of fast food abroad,but also many Chinese fast-food restaurants that have been rapidly rising in China,which has brought huge competition pressure to them.In the face of the main rival McDonald's market positioning,marketing innovation,aspects of Chinese fast food taste and nutrition advantage of KFC if a constant use of standardized marketing ideas,it is difficult to achieve Chinese market competitive advantage,only the analysis of market competition pressure,take a marketing strategy to adapt to market China the localization of the adjustment,to meet the needs of consumers more Chinese,eventually obtain a favorable competitive position.

　　In Chinese take local marketing strategy and to help reduce the company's cost of Kentucky,optimize the allocation of resources,the development of competitive advantage,in fact,the implementation of marketing strategy in China KFC are built on the basis of the localization,such as in the supply provided,the selection and training of talents are looking for from the local China so,to develop the marketing strategy is more suitable for China market demand,to the development of China;and Chinese KFC entered market,found associated with industrial chicken farms,vegetable business,packaging business related in a large number of Chinese,and established a production chain,greatly saves the cost,enhance the the competitive advantage.On the basis of a thorough understanding of the Chinese market,a price strategy is formulated in line with the Chinese market.The rational use of resources,reduce the cost of the implementation of transnational catering enterprises localization marketing strategy is one important part of its global strategy,localization allows the company to China into market in all aspects of the use of capital,technology,human resources and so on more smoothly,and can use the company's strengths,for all kinds of resources reasonable allocation,make the best use of it,and help the company to realize the profit maximization of the business objectives.The implementation of localization marketing strategy for transnational catering enterprises in China is conducive to reducing the cost.Chinese is a developing country,whose cost is lower than that of developed countries like the manpower cost,especially high-end human resources utility costs,while developed countries may experience more rich,but the use of local manpower in Chinese,more familiar with the demand characteristics of Chinese so transnational catering enterprises to implement human resources localization in China can reduce human resource cost.

　　In recent years,with the China food market competition is increasingly fierce,into the market China multinational catering enterprises will be the global standardization of marketing experience China due to the reality of the market and adjust,change from passive adaptation to China market initiative and challenge,as multinational companies in China constantly adjust business strategy,marketing localization has become an inevitable trend.The process of transnational catering enterprises in the implementation of the localization marketing Chinese,there are many examples of success,yum's KFC in Chinese localization marketing strategy implementation is a very typical case,the development of the date of KFC in Chinese KFC in China first restaurant opened in Beijing downtown area,as a starting point KFC,began the rapid development in Chinese,the success of KFC in Chinese with its"localization"are not unrelated,with unlimited potential Chinese market,in the initial decision to enter the Chinese market,when he was general manager of KFC Meyer will draw the attention of KFC failed in other Asian countries will experience.Clear to enter the Chinese market have to be familiar with the China culture,eating habits,and very close to China market in Singapore As a pilot project,we try to realize localization and explore the mode of China's franchise.The first"KFC"franchise store in China is officially authorized to transfer in Shenyang City,Changzhou."Take it from China and use it for China."KFC has achieved good economic performance in China,its rapid development has also led to the related enterprises such as suppliers of raw materials,the growth rate in China KFC Yum is currently part of the fastest,the China market operating profit is directly affected by the yum company in the global profits,KFC in Chinese the local marketing strategy for KFC in Chinese market success has played the role of escort.To implement the localization marketing to bring advantages of China Kentucky Kentucky China Chinese culture,market,consumer psychology in-depth understanding,while maintaining some of the marketing elements of standard according to the environmental change Chinese actively adjust,implement the localization marketing strategy in Chinese,this is the key to success in the China market,is also a classic case of transnational corporations in the implementation of the localization of marketing China.

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　　This article is under the guidance of the tutor and accomplished independently by myself.In the process of writing the paper,I met a lot of difficulties.With the help of the students and teachers,I overcome these difficulties.I would like to thank my teacher in particular.He has rich professional knowledge,rigorous scholarship attitude and sincere love to students,which made me deeply encouraged and benefited.Secondly,I want to thank my alma mater,the school's strong academic atmosphere and strong artistic atmosphere,plus a good learning environment,so that I can continue to move forward in learning.At the same time,I also want to thank my other subjects teacher,they are generous with your criticism let me see growth,broaden their horizons,to enrich the university time,here I wish all the people who helped me to accept my sincere thanks!