I. 单项选择：
1--_____ do you visit your grandmother?
--Twice a month.
A. How long
B. How many days
C. How much
D. How often
2. The students have P.E class once_____ twice a week.
A. and
B. or
C. so
D. /
3. ―60% of students like reading English.‖means ―_____ students like reading English.
A. All
B. Most
C. Some
D. No
4. ―She watches TV once or twice a week.‖ Means ―She _____ watches TV.‖
A. usually
B. sometimes
C. hardly ever
D. never
5. I _____ have breakfast at 7:00. But_____ it‘s 7:20. I‘m having my breakfast.
A. usually; often
B. often; usually
C. sometimes; often
D. usually; now
6. –What do you usually do _____ weekends?—I often _____.
A. at; going to the movies
B. on; go to movies
C. in; watching TV
D. on; watch TV
7. Here _____ Tom‘s and Jim‘s bikes.
A. is
B. are
C. be
D. was
8. He often comes to school early and he is _____ late for school.
A. usually
B. never
C. often
D. always
9. I read English books _____ twice a week.
A. of
B. about
C. for
D. in
10. She _____ goes to the movies on Saturday evening.
A. hard
B. hardly never
C. ever
D. hardly ever
11. The doctor wants me _____ milk for breakfast every day.
A. get
B. to drink
C. to buy
D. have
12. Getting up early and going to bed early _____ your healthy.
A. is good for
B. is good at
C. is bad for
D. in kind to
13. Eating too much junk food is an _____ habit.
A. healthy
B. unhealthy
C. interesting
D. important
14. Mary has the same hair color_____ her favourite pop star.
A. as
B. with
C. of
D. like
15. He doesn‘t stop working _____ he is so tired. He is really hardworking.
A. so
B. because
C. although
D. but
16. -- _____ do you watch TV at one time? –Two or three.
A. How much
B. How many hours
C. How often
D. What time
17. Let‘s talk about the _____between English and Chinese.
A. difference
B. different
C. differents
D. differences
18. He is _____ fat because he eats _____ junk food.
A. much too; too much
B. too much; much too
C. too much;
too much D. much too; much too
19. Good _____ and _____ help her to study better.
A. foods; exercise
B. foods; exercises
C. Food ; exercise
D.
food ; exercises
20. She often _____ to the movies.
A. went
B. goes
C. go
D. is going
21. -- _____ do you have an English party? –Once a month.
A. How old
B. How far
C. How often
D. How long
22. –Is the weather _____ in different parts of Australia? –No , it‘s quite
different.
A. like
B. different
C. the same
D. same
23. My mother often tells me _____ my classmates when they want.
A. help
B. to help
C. helping
D. helps
24. How many _____ would you like? – Two, please.
A. cups of tea
B. cup of teas
C. cups of teas
D. cup of tea
25. Can you understand me? –Sorry, I can _____ hear you clearly.
A. almost
B. ever
C. hardly
D. nearly
26.How many of these books have you read? --_____ of them. Every one
A. Many
B. Some
C. All
D. None
27. –Must we clean the classroom now? –No you _____.
A. must
B. needn‘t
C. aren‘t
28. My teacher asked me _____ late for school again.
A. not to be
B. not be
C. to be not
29. –Mum, must I do my homework now? –No, you _________.
A. mustn‘t
B. can‘t
C. shouldn‘t
D. needn‘t
30. –Where is your daughter, Mary? -- In her study. She _____ the
internet.
A. surfs
B. surfed
C. is surfing
D. had surfed
31. ―How often _____ you _____ to the supermarket?‖―I go there once a
week.‖
A. are; going
B. do; go
C. does; go
D. did; go
32. My brother likes _____ very much, and basketball is his favorite
_____.
A. sports; sports
B. . sports; sport
C. . sport; sport
D. sport;
sports
33. Tom and his brother like _____ in that river. Which of the following
is wrong?
A. going swimming
B. going for swimming
C. going for a
swim D. to go swimming
34. An apple a day is good _____ your health.
A. to
B. of
C. for
D. in
35. ―Does Liu Ha ever guess the meanings of English words?‖―He
_____ guesses the meanings of new words. He uses his dictionary all the
time.‖
A. usually
B. always
C. never
D. sometimes
36. Mrs. Brown isn‘t here. She has to _____ her baby at home.
A. look at
B. look for
C. look like
D. look after
37. Little Kate went to school _____ it rained heavily yesterday.
A. but
B. is
C. because
D. although
38. What can I do _____ my English?
A. to improve
B. improve
C. improving
D. improved
39. He tries _____ English. And he practices _____ English every day.
A. to learn; speak
B. learning; speaking
C. to learn; speaking
D. learning; to speak
40. ―Are you late for class?‖― ____.‖
A. Yes; never
B. Yes; sometimes
C. No; ever
D. No; usually
41. –We are going to Beijing for vacation –That _____nice.
A. sounds
B. reading
C. listens
D. listens to
42. Can you finish _____ the book in about a week?
A. read
B. reading
C. to read
D. reads
43. I have a new Watch.. I‘ll show _____.
A. you it
B. it you
C. it to you
D. it with
44. How about _____ fishing there? That‘s a good idea.
A. go
B. going
C. to go
D. goes
45. What does your mother ant you to do? She hopes _____ a doctor.
A. me to be
B. I can be
C. me being
D. I be
46. He returned home _____ a cold, windy evening.
A. in
B. at
C. on
D. /
47. Where are you going this winter vacation? I_____ to Tibet
A. am going
B. going
C. go
D. goes
48. What is your sister like? _____
A. She is a worker
B. She likes pears
C. She is very thin
D.
She is like our father
49. Did you decide _____ the place of the meeting.
A. for
B. at
C. with
D. on
II. 根据首字母提示填入所缺单词：
1．He is very strong because he often e_____.
2．Jim goes to see his parents o_____ a month.
3．Do you like surfing the I_____?
4．I like the TV p_____ on CCTV-10.
5．She often goes to the m_____ on weekends.
6．She is a good students. She is n_____ late for school.
7．We wash our hair t_____ a week.
8．--How o_____ do you go to the movies? –Once a week.
9．Here are the r_____ of his survey.
10. He plays sports three t_____ a week.
12. I don‘t think junk food is good for our h_____.
13.My eating h_____ are pretty good. So I‘m healthy.
14.Don‘t worry. M_____ he can help you.
15.Can you tell me the d_____ between the two words?
16.Would you like to drink milk or c_____.
17.Do you like to eat v_____ and fruit.
18.My grandfather is still healthy, a_____ he is over 80 years old.
19.What s_____ do you play. I usually play basketball and football.
20.I exercise every day, so I‘m p_____ healthy.
21.I‘m s_____ out, and I want to listen to music.
22.I‘m t_____. Can you give me sometimes to drink.
23.It‘s i_____ for as to eat a balanced diet.
24.Don‘t you b_____ the story? It‘s true.
25.If you don‘t feel well, you should take some m_____.
26.We should eat vegetables and other healthy food to s_____ healthy.
27.I‘m sorry, but I think Dick is out at the m_____.
28.If you are t_____, please lie down and rest.
29.The patient is so w_____ that he can‘t stand up.
30.Don‘t be a_____ with the boy. He‘s only a child.
31.T_____ Chinese doctors believe we need a balance of yin and yang.
32.He is very s____ out and often angry.
33.What‘s the m________ with you?
34.If you have a toothache, you should see a d________.
35.Eating a b_____ diet help to keep healthy.
36.We walk with our f_____.
37.The doctor says we should d______ lots of water every day.
38.He goes to school e_____ every morning, so he never gets late.
39.Can you work out this math p_____?
40.Can you give some a_____ on his illness?
41.Yesterday my father f_____ to lock the door when he left home.
42.Some people like to live in cities. But others like to live in the
c_____.,
43.I met an American t_____ In the Summer Palace yesterday.
44.I like going bike r_____. And you?
45.We are t_____ a long vacation this summer.
46.They r_____ a room from Mrs. White.
47.Liu Dehua is a f_____ singer and actor.
48.She is l_____ Shanghai for Beijing next month.
49.We should love n_____ and protect it.
50.Classes begin at 7:40 in the morning and f_____ at 5:00 in the
afternoon.
51.I don‘t have a car. So I have to d_______ on the buses.
52.Be q______, or we‘ll be late.
53.Don‘t w_____ about me. I can look after myself.
54.There are some boats on the r_____.
55.Twenty and seventy is n_____.
56.Thirty m_____ is half an hour.
57.A k____ is 1,000 meters.
58.Can you wait for me at the bus s______.
59.Fifty and fifty is one h______.
60.Bike is also called b______.
61.He gets up e_____, so he is never late for school.
62.–How do they go to work? –They go to work b___ bus.
63.It usually t_____ Sally twenty minutes to ride her bike to school.
64.Children d______ on their parents for food and clothing.
65.Please help me with this math p______.
66.Everybody knows that Chinese names are d__________ from
English names.
67.Most students in our class like English , although o_______ students
don‘t like it at all.
68.Don‘t w_______. Let me help you.
69.–What do you t______ of this book? –It‘s very interesting.
70.I think bikes and buses are the most means of t_________ in China.
71.Beijing is in the n_______ of China.
72.Jim isn‘t at school today because he is i_____ in hospital.
73.I‘m getting off at the next bus s_______.
74.We should plant a lot of trees to make our city beautiful .The m____
trees, the better.
75.We are very busy today. We have to s_____ for the math test.
76.There is going to be a guitar c_______ in our school next week.
77.——Can you come to my home for dinner? ——S___. I‘d love to.
78.I can‘t come to your party. Because I have piano l______.
79.Thanks for asking. Maybe we can go to the movies a___ time.
80.Xiao Ming is watching a football m______.
81.Can you tell me the w_____ story? I know nothing about it.
82.I can eat nothing t_______ I see the doctor.
83.——Are you f____ tonight?——Sorry, I‘m busy.
84.Thank you for your i_______ to visit nest week.
85.Can you come o____ to my house this weekend?
86.Most of us go to work on w_______.
87.We often have c_________ lessons in the laboratory.
88.Ted is an A________ boy. He is from the USA..
89.If you want to play tennis well, you need more t_______.
16. My son is a q boy. He likes to stay at home and read.
17. We should keep c in front of danger.
18. Our Chinese teacher is very s . We are a little afraid of
him.
19. Kathy exercises every day. She is very a .
20. I think （物理）is a little difficult
21..What does this word (意思是).
22. Tina is o . She likes to stay with friends and enjoys going
to parties.
23. B of the twins are funny.
24. This isn‘t her coat. (她的).
25. This man is a little (鲁莽).
26.Many students feel tired because of the （功课）.
27.We have the same I . We both like sports and music.
28.T they are poor, they are happy.
29.It is very n or us to study English well.
30.There are some d between my twin sister and I.
31.I was a p school student when I was seven years old.
32.Mr Green is very humorous. He often makes us l .
33.Mr and Mrs Brown are both teachers.
34.The o of short is long.
35.You should (在意) your health.
36.LiLei often does exercises, so he is very a .
37.I like to have friends who are like me. What‘s your o .
38Some friend have (相反的) views and interests.
39.I believe our team will (打败) theirs.
40.A car has four w .
41.There are many differences Liu Li and Liu Ling.
42.If you don‘t often exercise, you will feel s .
43.—May I u your dictionary? --Certainly. Here you are.
44.Jim sits b Pedro in the class.
45.The word ―body‖ b with ―b‖.
46.He is very t . He would like something to rink.
47.I have a toothache. I should see a d .
48.I‘m not good as Chinese. Please give me some a .
49.—What‘s your f subject? --I like English best.
50. ——Would you like some c ? ——No, I‘d like some
milk.
51. We got very e_________ when we heard the good news.
52. There are many p_________ in the train. So it‘s hard to find a seat .
53. A plane travels much f_________ than a bus.
54. Thanks for your i_________ to the party.
1.Please p___ the apples before you eat them.
2.It‘s wasteful（浪费的）to p_____the clean water.
3.I don‘t like pure(纯的)milk,but I like y_____.
4.——How many i______do you need to make fruit salad?
5.——Five.They‘re bananas,apples,watermelons,cinnamon and yogurt.
6.First put the orange into the b____.After a while you can drink orange juice.
7.We looked for the boy here and there,and f_____we found him in a shop.
8.I‘d like a c__of tea,please.
9.We almost need s__every meal.
10.You must read the i_____before you take the medicine.
11.Some pupils in China like to eat s______with green onions on it.
12.——Do you like eating Beijing D___? ——Yes. It's very delicious.
13.He cut up some s___of chicken for me.
14.You should c____ your paper before you hand it in .
15.She likes to eat bread with b____.
16.On Thanksgiving Day people eat t____.
17.The a___ of the teachers in our school is over 150.
18.Put some relish on t___ of it.
19.I need butter ,tomatoes, onions and some l_____ for the chicken sandwich.
20.Shall I t___ on the CD player to listen to music?
21.We need one t____ of sugar.
22.Please p____ some honey into the cup.
22.P___ the bananas before you eat them.
23.Most people like eating w______ in summer.
24.R_____ book is a kind of book about cooking.
25.S_____ is a kind of food. It‘s made up with two slices of bread and some meat.
26．Would you like a cup of y______ to help you digest?
27.Therer‘s a house on t______ of the hill.
28.T______ on the blender for about two minutes.
29.Add some honey and m______ up the ingredients.
30.The teacher gave us clear i_____ for every exercise.
31.B_____ the milk for 3 minutes, and then you can drink it.
32.–I‘m hungry. Could I have five slices of b____, Mum? –Sure. Here you are.
33.Why not drink a c___ of tea?
34.Look! There are two dogs and three d____ swimming in the river.
35.You should m___ flour, eggs and water to make bread.
36.The conductor c____ the tickets just now.
37.Thank you for m____ the model plane for me.
https://www.doczj.com/doc/d411850041.html,e on! the old man n____ our help.
39.Would you like to drink t_____ juice? ．It‘s a ___(遗憾) that we
can‘t go outing today.
40. I could give you a _____(一百) reasons for not going.
41. Pairs is a ____ (著名的) city.
42. Real _____(友谊) is more valuable than money.
43. He got two ______(邀请) on the same day.
44. Our neighbors will help to look a___ the garden.
45. Health depends o__ good food, fresh air and enough sleep.
46. Something is wrong w___ her throat . She might have a bad cold.
47. I often think o___ what you said last time.
48. She‘s leaving f___ Hong Kong on Sunday.
49.Did you go to the a to watch a dolphin show?
50.It‘s very lucky for you to get Jackie Chan‘s a .
51.Yesterday, we didn‘t see any sharks but saw an o .
52.He went to the Great Well and bought a s .
53. Did your team w the match? 11. How was your day
o .
54. There is a lot of r in summer here.
55. L , he won the first prize.
56. You‘d better take an u .It‘s going to rain.
57. It rained for three days ,so it was very w .
58. U , the trip was kind of boring.
59. There is going to be an English c next week.
60. What do you want to do in the f ?
61. Please say it a .I didn‘t hear what you said.
62. Beckham is a famous foodball p .
63. Joe w first prize in the competition yesterday.
64. We went to the a yesterday. We saw some sharks and seals
there.
65. It‘s very lucky for you to get Yao Ming‘s a .
66. Our new house has a so big y .I really like it.
67. At the e of the day, Fina was very happy because she
bought many boos.
68.-Luck, here is a g for your birthday.
-Thanks a lot.
69. - Let‘s go for a drive.
-That s interesting.
70. He wants to be a scientist in the f .
71. My father went to Beijing and bought a s for me.
72. Do you like staying in the house or o ?
73. I can play soccer, basketball, table tennis and g____.
74. David Beckham is a great football p____.
75.She‘s from Brazil. She is a B .
76.-- What?s the 100_meter race r in our school. –Ten
seconds.
77.The little girl can‘t walk. She‘s only eight m old.
78.Please s talking. The baby is sleeping.
79.My best friend is a girl c Julia.
80.October 1st is our N Day.
81.Liu Xuan, the Chinese gymnast, won a g medal at the World
Championship when she was seven.
82.Shirley Temple b a movie star when she was three years old.
83.– Is Yao Ming an o Chinese basketball player? -- Yes, he
is.
84.The old man is kind and l . Every child here loves him.
85.The famous v spends all his time on the violin.
86.The girl likes m songs on her way to school.
87.―What do you m in?‖―English.‖
88.U not usual common, or ordinary.
89.C having the ability or power to create.
90.G a child of one‘s son or daughter.
91.F well-known.
92.P a person who is good at playing the piano.
93.Her grandparents are kind and l .
94.Do you know who t part in the computer competition?
95.The two passengers were very lucky to be a after the serious
traffic accident.
96.He stopped playing football b of his sore back.
97.I live in a village c Taiping.
III. 根据汉语提示完成下列句子：
1．至于说英语，有些学生说得挺好。
______ _______ ______ English ,some students speak well.
2.我们得以一周练习一两次钢琴。
We can practice the piano _______ ________ _______ a week.
3.我最喜欢的节目是动物世界。
________ ________ _________ is Animal World.
4.“网上冲浪”的结果是很有趣的。
The _____________ ―surf the Internet‖ are _______.
5. 他几乎从未逛过商店。
She ______ _______ goes shopping.
6.他想在周末写一封电子邮件。
He wants _______ ________ ________ ________ ________
________.
7.我现在感到不舒服。
Ｉ`m not ______ _______ now.
8.我希望你妈妈很快感觉好起来。
I______ your mother ______ _______ _______ _______.
9.我昨天发烧。
I ______ ______ ________ yesterday.
10.或许你应该早点睡觉。
______ you _______ ________ _______ bed _______.
11.如果你胃疼，你不应该吃东西。
You ______ _______ _______ if you have a _______.
12.那是个好主意
That`s a ______ _______.
13.一些中医认为我们需要平衡饮食。
Some Chinese doctor _______ we ______ a ______ _______. 14.当你累时，你应该休息。
When you ______ ______, you should _______ _______ _______.
15.我妹妹喜欢吃垃圾食品。
My sister likes to eat _______ _______.
16.当你紧张时，你应该听听音乐。
When you _____ ______ _______,you should _______ _______ _______.
17.现在汉语在很多西方国家很受欢迎。
Chinese is now very ______ in many _______ countries.
18.我们下星期去野营。
We‘re _____ ______ nest week.
19.在山中徒步旅行怎么样？
________ _______ _______ _______ in the _______.
20.当你回到家时，把你的相片给我看一下。
________ _______ _______ _______ when you ________ ________ ______.
21.我们将去香港度假，并在那里呆三周。
We‘re going to Hong Kong ______ ______.and we‘re _______ ________ three weeks.
22.他将要和谁去？
_______ is he going ______?
23.我想问问你关于他的英语学习的情况。
I want to ______ you ______ his ______ _______.
24.你们那里天气如何？
_______ _______ the ______ in your place?
25.我迫不及待要打开我的礼物。
I can‘t ______ _______ ______ my present.
26.我听说苏州是个观光的好地方。
I _____ Suzhou is a ______ _______ _______ ________ _______.
27.请考虑一下这个计划。
Please ______ _______ this plan.
28.他很能睡。
He sleeps ______ ______.
29.他每天花费30分钟锻炼。
It ________ _______ thirty minutes ________ ________ every day.
1.我们体格很强健，因为我们两个都喜欢运动。
We‘re very _____ because _____ _____ _____ _____.
2.我哥哥最好的朋友喜欢和他做同样的事情。
My brother‘s _____ friend likes doing _____ _____things _____ he
does.
3.埃文斯真的有趣比我开朗。
Evens is _____ _____ and _____ _____ than I am.
4.吉姆不如汤姆更擅长物理。
Jim is not _____ _____ _____ _____ _____ Tom.
5.爸爸和儿子有一些共同的东西。
The father and the son have some things _____ _____.
6.他们最喜欢的学科是数学和化学，然而他们两个都喜爱去参加晚
会。
Their favorite subjects are math and chemistry. _____, _____ _____
_____ _____ to parties.
7.在一些方面，他们的爱好相同。
_____ _____ _____ their hobbies are the same.
8.他们一个月看两次电影。
They watch TV _____ _____ _____.
9.我认为你得靠自己。
I think you have to _____ _____ _____.
10.住在乡下比住在城镇有趣的多。
_____ in the country is much more interesting.
_____living in the town.
11.我们两个都喜欢干相同的事。
We _____ _____ _____ the same thing.
12.每天他步行去学校。
_________________________________________.
13.在我们把他比其他任何同学都要高。
_________________________________________.
14. 把热水倒进果汁机
___________________________
15.----我们需要多少佐料
-----两茶匙
___________________________
___________________________
16.把所有的水果都混在一起
___________________________
17.做比萨饼你切碎了几个洋葱？
______ ______ ______ did you ______ ______ for the pizza?
18.在做果汁之前，检查一下所有的原料。
Before you make shake.______ you have ______ _______ ______.
19. 这儿有三明治的制作法。
Here ____ a recipe ____ sandwiches.
20.他们不需要蜂蜜。
They ___ ___ any honey.
21.我不知道怎样玩这个游戏。
I don‘t know ____ ____ play the game.
22.请放些鸡肉片在这个三明治的顶部。
Please put some chicken slices on the ____ ____ the sandwich.
23.我们需要多少黄油？
How ____ ____ do we need?
24. 他弹奏了一曲美妙的小提琴乐曲。
He played _____ _____ _____ _____ _____.
25.当它仅仅十岁大的时候，就开始学跳舞。
_____ _____ _____ _____ _____.
26.你昨天打嗝多长时间？
_____ _____ _____ _____ _____ yesterday?
27.1988年邓亚萍加入国家乒乓球队。
In 1988 Deng Yaping _____ _____ _____ _____ _____ _____.
28.1982年他出生于济南。
He _____ _____ in Jinan in 1982.
29.他在这住了十年零八个月。
She lived here _____ _____ _____ _____ _____.
30.他是一个有创造力的、天才的、不寻常的钢琴演奏家。
He is a _____ _____ _____ _____ _____.
31.在大学时我主修英语和经济管理专业。
At college I _____ _____ English and Management.
32.罗纳尔多十七岁时加入了巴西国家足球队。
Ronaldo joined the Brazilian national team _____ _____ _____ _____
_____.
33.只要学习，永远不晚。
It‘s never _____ _____ _____ _____.
34.这架照相机太老，不能用了。
The camera is _____ _____ _____ _____.
35.刘翔是我国最优秀的运动员之一。
Liu Xiang is _____ _____ _____ _____ _____
IV. 句型转换：
1 She often eats fruit and vegetable.（对画线部分提问）
_____ _____ _____ she _____ fruits and vegetables?
2 Dick is watching TV now.（用sometimes改写句子）
Dick _____ _____ sometimes.
3 My father often reads newspaper after supper.（对画线部分提问）
_______ _______ your father often after supper?
4 the old woman, water, the, helps, carry, girl, usually（连词成句）
___________________________________________________________ _.
5 Jean often has milk and bread for breakfast.(将often改为now)
Jean _____ _____ milk and bread for breakfast now.
6 You should eat something.（改为否定句）
You _____ _____ _____.
7 What‘s the matter with your bike?（改为同义句）
_____ _____ with your bike?
What‘s the _____ with your bike?
8 down, rest, she, lie, should, and （连词成句）
__________________________________________.
9 He has a bad cold.（改为一般疑问句）
_____ he _____ a bad cold?
10He‘snot feeling well.（改为一般现在时）
He _____ _____ well.
11To eat healthy food is important for us.（改为同义句）
_____ ______ important for us ______ ______ healthy food.
12 The teacher is busy now. （改为同义句）
The teacher is busy_____ ______ ______
13 I have a pain in my head today. （改为同义句）
I _______ _______ _______ today.
14 My bike is broken. （对画线部分提问）
_______ _______ _______ your bike?
15 I believe that he can do it.
I _______ _______ that he _______do it（改为否定句）
16 He is going to stay in Hong Kong for a week（对画线部分提问）
__________________________________
17 They are going to Beijing next month. （对画线部分提问）
______ ____ they ______ next month.
18 She is going in December（对画线部分提问）
_____ _____ she _____
19 I hope you will have a good time there. （改为同义句）
I hope you will_____ _____there.
20 I‘m going shoppin g with my mother. （对画线部分提问）
_____ _____ _____ going shopping _____?
21 How‘s the weather there? （改为同义句）
_______ _______ the weather _______ there 22 We‘re going shopping on Sunday. （改为同义句）
We are going to _______ _______ _______ on Sunday
23 We are going to Wuhan on September the 15th（对画线部分提问）
_______ _______ you going to Wuhan
24 Her sister is staying there from July 15 to August 20（对画线部分提
问）
_______ _______ is her sister staying there?
25. Mr. Green goes to work by car every day. (改为同义句)
Mr. Green ________ his car ________ work every car.
27. He usually has lunch at 12:30. (对划线部分提问)
_______ _______ _______ he usually ______ lunch?
28. It takes about fifty minutes to get to the factory.(对划线部分提问)
______ ______ ______ it _______ to get to the factory?
29. I usually go to school on foot.(对划线部分提问)
______ ______ ______ usually ______ ______ ______to school?
30. My home is about two kilometers from school. (对划线部分提问)
______ ______ is your home from school?
31. It‘s not far. We often walk home. (改为同义句)
It‘s not far. We often ______ ______ ______ ______.
32. Let‘s go fishing on Sunday. (改为同义句)
______ ______ ______ fishing on Sunday?
33. Mr. Li goes to Japan by plane.(对划线部分提问)
______ ______ Mr. Li ______ to Japan?
34. It is three miles from his house to school. (对划线部分提问)
______ ______ ______ ______ from his house to school.
35. Did you take a train to Beijing ? (改为同义句)
Did you go to Beijing ______ ______?
36. They lived here for about five years. (对划线部分提问)
______ ______ ______ they ______ here?
37.My father has lunch at home every day. (变成否定句)
My father _____ _____ lunch at home every day.
38. Jim has to study or a test this Sunday. (改为一般疑问句)
____ Jim ____ to study for a test this Sunday?
38.My bike is broken, so I am late. (变成同义句)
I am late _____ my bike is broken .
39. He‘s thinking about what he‘s going to say. (变成同义句)
He‘s thinking about ＿＿＿＿＿＿＿＿＿
39.Jim is watching TV. (用usually, on weekends改写)
They have to _______ _______ TV _______ ________.
40.They have to see the doctor tomorrow. (变成同义句)
They have to _______ _______ _______ ________ tomorrow.
41.May can come to the party. (变成否定句)
May _______ ________ to the party.
42.It‘s Sunday today. (对划线部分提问)
_______ _______ is it today?
43.It‘s very warm today. (对划线部分提问)
_______ the _______ _______ today?
44.He has to clean his room every day. (变成否定句)
He _______ _______ _______ clean his room every day.
45.Lin Fei usually goes to school by subway. (对划线部分提问)
_______ _______ Lin Fei usually _______ to school?
46.He lives about 10 miles from the factory. (对划线部分提问)
______ ______ ______ he ______ from the factory?
47.Jim watches TV every day. (对划线部分提问)
______ ______ ______ he watch TV?
48.Open the door, please. (变成否定句)
______ ______ the door, please.
49.Li Ming does eye exercise every day. (变成否定句)
Li Ming ______ ______ eye exercise every day.
50.Mrs. Green has to water the flowers. (改为一般疑问句)
_______ Mrs. Green ______ ______ ______ water the flowers?
51.They had fun yesterday. (变成同义句)
They ______ ______ ______ ______ yesterday.
52.I have to do the washing. (对划线部分提问)
______ ______ you ______ ______ ______?
53.Do you have time next Sunday morning? (变成同义句)
______ you ______ next Sunday morning?
54.Thank you very much for your present. (变成同义句)
______ ______ ______ for your present.
55.What is the weather like in your hometown? (变成同义句)
______ ______ the weather like in your hometown?
56. They are both from America.(改为同义句).
______ ______ ______ are from America.
57. Liu Li looks like her sister, Liu Ying.(改为同义句).
Liu Li and Liu Ying ______ ______ ______.
58. English is not as difficult as math.(改为同义句).
Math is ______ difficult ______ English.
59.Tom is short. Jim is shorter.（合并为一句）
（1）Tom is ______ ______ Jim.
（2）Jim is ______ ______ Tom.
60. He draws well(改为同义句).
He ______ _____ ______ ______.
61.Tom is smart. Allen is smarter.(合并为一句).
Allen is _____ ______ than Tom.
62.I think he is not as tall as his father.(合并为一句)
I think his father is ______ ______ him.
63. She take much interest in music and dance.(改为同义句)
She _____ _____ _____ music and dance.
64.I think Rose should get the job.(对划线部分提问)
___________________________________
65.Lucy is quite. Lily is quiet, too.(改为同义句)
_____ Lucy ______ Lily _____ quite.
66. The earth is big but the sun is much bigger.(改为同义句)
The earth _____ _____ than the sun.
67.Somebody is in the room.(改为否定句)
_____ ______ in the room.
68.I think lesson12 is more interesting.(改为否定句)
I _____ think Lesson 12 _____ more interesting.
69.Uncle Jack has to wait for her outside.(改为一般疑问句)
_____ uncle Jack _____ _____ wait for her outside.
70.The hospital is between the park and the river.(对划线部分提问) _____ _____ the hospital.
71.My home is ten minutes‘ walk from our school.(对划线部分提问) _____ _____ is your home from our school?
72.Must I finish my homework now?(作否定回答)
______, you _____.
73.The song isn‘t popular, I like it.(合并为一句)
_____the song isn‘t popular, I like it
74.We often go hiking in spring.(用tomorrow改写)
We _____ _____ _____ _____.
75.She has to go to work on foot.(改为否定句)
She _____ _____ _____ _____ work on foot.
76.Doea she eat bananas?(改为现在进行时)
______ she ______ bananas?
77.You mustn‘t play basketball in the classroom.(改为同义句)
______ _______ basketball in the classroom.
78.Cut up the bananas.(改为否定句)
_______ _______up the bananas.
79. We need two tomatoes.(对画线部分提问)
________ _______tomatoes _______we _______.
80.They need one watermelon. (对画线部分提问)
______ ______ _______ do they need?
81.He put two teaspoons of yogurt into the blender. (对画线部分提问) ________ ________yogurt _______ he ______into the blender? 82.The pants are ten dollars. (对画线部分提问)
______ ______ are the pants？
83.There is some water in the bowl. (对画线部分提问)
______ ______ water is there in the bowl?
84.What about making a banana milk shake?(改为同义句)
______ ______ a banana milk shake?
85. Jim thought about it for a long time and finally decided not to go.(改
为同义句)
Jim thought about it for a long time and______ ______decided not to
go
86. They ate some bread for lunch. （改为否定句）
They bread for lunch.
87. They did their homework last night. （改为一般疑问句，并作出肯
定及否定回答）
they their homework last night?
Yes , . No , .
88. He lived in China for tow years. （对画线部分提问）
he in China?
89. Mr Li went to Japan by plane.（对画线部分提问）
Mr Li to Japan?
90. He got to the hotel late, so he didn‘t have lunch.（改为同义句）
he the hotel late, he didn‘t have lunch.
91. There were four singers in our band last year.（对画线部分提问）
singers were there in your band last year?
92. We took the subway back to school yesterday.（改为否定句）
We the subway back to school yesterday.
93. Everyone has a good time.（用last Sunday改为句子）
94. I saw some seals in the water.（改为一般疑问句）
you seals in the water?
95. There were a lot of fishes in the aquarium.（对画线部分提问）
There in the aquarium?
96. My school trip was interesting.（对画线部分提问）
school trip?
97.Her baby is only two months old.(对划线部分提问)
_____ _____ is her baby?
98.My brother is young. He can‘t go to school.(连成一句话)
My brother is too _____ young _____ go to school.
99.David Beckham was born in 1975.(对划线部分提问)
_____ _____ David Beckham born?
100.He hiccupped for 69 years and 5 months.(对划线部分提问)
_____ _____ _____ he _____?
101.He started swimming when he was four years old.(改为同义句)
He started swimming _____ _____ _____ _____ _____.
102.She was four years old when she began to learn the accordion.(对
划线部分提问)
_____ _____ _____ she when _____ _____ _____ learn the
accordion?
103.My father played for Liverpool football team.(改为同义句)
My father ____ a _____ _____ Liver football team.
104.She began to learn English when she was two.(改为同义句)
She began to learn English _____ _____ _____ _____ _____
105.Don‘t go on doing it like this, please.(改为同义句)
_____ _____ it like this, please.
106.He was born in Jinan in 1980.(对划线部分提问)
____ _____ _____was he born?
107.The man is too old to walk fast.
The man was ____ _____ _____ to walk fast.
108.The pen cost my five yuan.
I _____ my five yuan _____ the pen.
109. I was born in 1992.
I _____ _____ years old this year.
110. He couldn‘t play anything.
He could _____ _____.
111. He wasn‘t at school yesterday because he was ill.
He wasn‘t at school yesterday _____ _____ he is ill.
112. My brother is so young that he can‘t go to school.(同义句转换)
My brother is _____ young _____ go to school.
V. 用所给词的适当形式填空：
1.Where_________ (do) the movie star often go on vacation?
2 My father is going ___________ (fish) this Sunday.
3 John sometimes _________ (work) ten hours a day
4 Most _________ (work) go to work by bike every morning.
5 They go shopping _________ (one) a week.
6 They _________ (go) to the movie last Saturday..
7 Tom like _________ (read) English in the evening.
8 We _________ (look) for a new house now.
9 Some players play football two or three _________ (hour) every day.
10 Her father always _________ (sleep) well.
11. I look after my __________, and I am _________ (health).
12 My teacher wants me _________ (write) a letter to you
13.I got good _________ (grade) with the help of our teacher last term
14. The boy is trying __________ (climb) up the tree.
15. It is important for students ___________ (learn) English well.
16 Can you tell the _________ (different) between the two words?
17. He usually _____ (ride) a bike to school.
18. Yesterday many boys _______ (take) trains to Shanghai.
19. How far ______ you _______ (live) from here?
20. He ______(have) a quick breakfast and goes to school.
21. How long does it take ______(walk) to the train station.
22. Listen! The birds _______(sing) in the tree._______ (read) in the sun
is bad for your eyes.
23. There _______(be) a lot of people in the museum.
24. ——When _______ you _______(leave) for Beijing? ——The day after tomorrow.
25. How about ________ (ride) our bikes to the park?
26. How _____ Bob ______（get）to school every day?It took him 25 minutes
27. ______ (walk) to school. Taking a boat must be a lot _______ (much) fun than taking a bus.
28. He is ill and he needs ______ (see) a doctor.
29. We‘re ______(real) busy this week.
30. The students ________ (visit) the Great Wall the day after tomorrow.
31.I‘d like my father ________(go) shopping with me.
32.We‘re discussing where _______(go).
33. Thank you for ________(ask) us to your party.
33.He is the _______ (twenty) to get there.
34.Can you go to the ______ (movie) with me on Saturday?
35.I hope they will have _____ (funny) at the party.
36.I‘d love _______ (meet) your __________ (parents).
37.Thank you very much for your _______ (invite).
38.Are the boys _______ (listen) to the radio?
39.I‘m very sorry _______ (hear) that.
40.Does your brother enjoy ______ (take) a walk after supper?
41.I would love _____ (make) friends with him.
42.Can you come to ______ (I) birthday party?
43.Thanks for ______ (tell) me the way to the post office.
44.She _______ (go) to her guitar lessons this weekend.
45.Mary __________ (not can come) to my party. She _________ (have)
to study.
46.Lucy often _________ (play) guitar after school.
47.What about _________ (play) soccer with us?
48. My bike is _________ (new), but hers is _________ (new) than mine.
49. Which is ________ (nice), this one or that one?
50. My brother is ________ (funny) than my sister.
51. ——Who is _________ (heavy), Tom or Liz?——I think Tom is _________(heavy).
52. She is a little _________ (tall) than me.
53. Peter is a little __________ (outgoing) than Tim.
54. ——Who is _________ (athletic), Tom or Liz?——I think Tom is _________(athletic).
55. Joy is good at _________ (tell) jokes.
56. The teacher often makes him ________ (stand) in front of the class. 57. Ben is _______ (thin) and ________ (funny) than me.
58. I think Shanghai is _________ (beautiful) than Nanjing.
59. Though he is thinner than you, he is ________ (health) than you.
60. Her dress is ______ (red) than mine.
61. He is always _______ (friend) to others.
62. My father is much _______ (busy) than my mother.
63. This box is ________ (heavy) than that one.
64. Lucy did rather badly, but Lily did ________ (badly) than Lucy.
65. Mike and I started to learn painting at the same time, but now he can
paint ____ (good) than I.
66. This is my dictionary. Where is ______ (you).
67. Tom is ______ (athletic) than Sam.
68. What he said makes me _____(laugh) all the time.
69.In some _____(way) we look the same.
70.Alice is _____(care) of the two sister.
71.She has a _____(real) busy weekend.
72.Someone _____(call) you and left a message.
73.______(not be) late for school next time.
74.The old man enjoyed _____(stay) in the country.
75.Do you remember Jack, the rock singer with _____(fun) glasses.
76.Other parts of the world are _____(difference) from the United States.
77.Thanks a lot for the invitation. I‘m I can‘t _____(visit) next week. I
_____(have) a really busy week. On Monday, I have to _____(go) to
the doctor‘s On Tuesday I‘m _____(have) a piano lesson. On Wednesday.
I‘m _____(study) for the English test. On Thursday, I have to _____(play)
soccer with my friends. On Friday, I‘m _____(help) my mother. On
Sunday, I have to _____(babysit) my brothers and _____(do) my
homework. Please _____(call) me after the vacation.
78. Can you help me ______(cut) up the watermelon?
79. let‘s ______(peel) the banana.
80. ______(turn) off the light when you leave the room.
81. Do you need ________(pour) the milk into the blender?
82. How many _______(tomato) do they need?
83. Do you want ______(go) shopping with me? I‘d like to make some
banana milk shake.
84. Thanks for ______(give) me so much help.
85. It‘s ten o‘clock. We ______(eat) turkey.
86. We‘d like ______(drink) yogurt.
87. ______(be) careful. It‘s dangerous.
88._________(sandwich) are very delicious. I like them.
89.How much ______(butter) is there on the bread?
90.How many ______(slice) of bread do you need?
91.There are ten ______(woman) doctors in the hospital.
92.They have many ______(tooth), so they can bite the fruit.
93.Please take some ______(photo)of the Great Wall.
94.What do we need______(buy) for supper?
95.Let me ______(help) you cut the watermelon.
96._________(not get) off the bus until it stops.
97.There is a lot of ______(rain) in South China. 1. Maria has a
stomachache. She (eat) too much ice cream just now.
98. The Greens (take) photos on the beach tomorrow.
99. (be) there any dolphins in the aquarium last year?
100. I (see) some seals on the beach when I (go)
there with my parents last Wednesday.
101. On my way back to the day before yesterday.
102 - you (see) Zhou Jielun just now?
- No, but I (see) my sister.
103. It took me 20 minutes (walk) to school yesterday.
104. she often (go)shopping with her mother?
105. It‘s 7:30. The students (have) an English class.
106. (not be) late for school next time.
107. It was Sunday yesterday. It (rain).
108. He put some school things on the ground and (have) a
yard sale.
109. –My uncle (come) here an hour ago. Here (be) a
litter of his for you.
-Thank you very much.
110. It (be) windy this morning. So I had to (take) the car to
school.
111. There (be) some old things on the table yesterday.
112. Would you like to go (swim) with me?
113. He (not see) the old man yesterday.
114. I t‘s (real) boring.
115. Are there any (sandwich) in the fridge?
116. (final) I was lost in the mountains.
117. I help my father (clean) the car.
118. I went to the museum and (buy) some souvenirs.
119. There (be) an old temple at the foot of the mountain before.
120. Last week I (visit) my aunt‘s house.
121. We (see) some really clever kids when we were in their
school.
121. I think it (sound) very interesting.
122. He (live) in California and worked as an actor.
123. After that, they (take) the bus back home.
124.-Who (win) the first prize?
-Tony did.
125. Tina (get) Dean‘s autograph and read it.
VI单句改错
1. Let‘s give her different something to do.
A B C D ( )_________
2. The woman likes eat chicken sandwiches.
A B C D ( )_________
3. Could you pass the lettuces to me, please?
A B C D ( )_________
4. I need two slice of bread.
A B C D ( )_________
5. Do you likes tomatoes or lettuce?
A B C D ( )_________
一.根据句意及首字母完成单词
1.Please p___ the apples before you eat them.
2.It‘s wasteful（浪费的）to p_____the clean water.
3.I don‘t like pure(纯的)milk,but I like y_____.
4.——How many i______do you need to make fruit salad?
5.——Five.They‘re bananas,apples,watermelons,cinnamon and yogurt.
6.First put the orange into the b____.After a while you can drink orange juice.
7.We looked for the boy here and there,and f_____we found him in a shop.
8.I‘d like a c__of tea,please.
9.We almost need s__every meal.
10.You must read the i_____before you take the medicine.
11.Some pupils in China like to eat s______with green onions on it.
12.——Do you like eating Beijing D___? ——Yes. It's very delicious.
13.He cut up some s___of chicken for me.
14.You should c____ your paper before you hand it in .
15.She likes to eat bread with b____.
16.On Thanksgiving Day people eat t____.
17.The a___ of the teachers in our school is over 150.
18.Put some relish on t___ of it.
19.I need butter ,tomatoes, onions and some l_____ for the chicken sandwich.
20.Shall I t___ on the CD player to listen to music?
21.We need one t____ of sugar.
22.Please p____ some honey into the cup.
22.P___ the bananas before you eat them.
23.Most people like eating w______ in summer.
24.R_____ book is a kind of book about cooking.
25.S_____ is a kind of food. It‘s made up with two slices of bread and some meat.
26．Would you like a cup of y______ to help you digest?
27.Therer‘s a house on t______ of the hill.
28.T______ on the blender for about two minutes.
29.Add some honey and m______ up the ingredients.
30.The teacher gave us clear i_____ for every exercise.
31.B_____ the milk for 3 minutes, and then you can drink it.
32.–I‘m hungry. Could I have five slices of b____, Mum? –Sure.
Here you are.
33.Why not drink a c___ of tea?
34.Look! There are two dogs and three d____ swimming in the river.
35.You should m___ flour, eggs and water to make bread.
36.The conductor c____ the tickets just now.
37.Thank you for m____ the model plane for me.
https://www.doczj.com/doc/d411850041.html,e on! the old man n____ our help.
39.Would you like to drink t_____ juice? ．It‘s a ___(遗憾) that we
can‘t go outing today.
40. I could give you a _____(一百) reasons for not going.
41. Pairs is a ____ (著名的) city.
42. Real _____(友谊) is more valuable than money.
43. He got two ______(邀请) on the same day.
44. Our neighbors will help to look a___ the garden.
45. Health depends o__ good food, fresh air and enough sleep.
46. Something is wrong w___ her throat . She might have a bad cold.
47. I often think o___ what you said last time.
48. She‘s leaving f___ Hong Kong on Sunday.
49. Did you go to the a to watch a dolphin show?
50. It‘s very lucky for you to get Jackie Chan‘s a .
51. Yesterday, we didn‘t see any sharks but saw an o .
52. He went to the Great Well and bought a s .
53. Did your team w the match?
54. How was your day o .
55. There is a lot of r in summer here.
56. L , he won the first prize.
57. You‘d better take an u .It‘s going to rain.
58. It rained for three days ,so it was very w .
59. U , the trip was kind of boring.
60. There is going to be an English c next week.
61. What do you want to do in the f ?
62. Please say it a .I didn‘t hear what you said.
63. Beckham is a famous foodball p .
64. Joe w first prize in the competition yesterday.
65. We went to the a yesterday. We saw some sharks and seals
there.
66. It‘s very lucky for you to get Yao Ming‘s a .
67. Our new house has a so big y .I really like it.
68. At the e of the day, Fina was very happy because she
bought many boos.
69.-Luck, here is a g for your birthday. -Thanks a lot.
70. - Let‘s go for a drive.
-That s interesting.
71. He wants to be a scientist in the f .
72. My father went to Beijing and bought a s for me.
73. Do you like staying in the house or o ?
74. David Beckham is a great football p____.
75.He‘s from Brazil. She is a B .
76.-- What?s the 100_meter race r in our school. –Ten
seconds.
77.The little girl can‘t walk. She‘s only eight m old.
78.Please s talking. The baby is sleeping.
79.My best friend is a girl c Julia.
80.October 1st is our N Day.
81.Liu Xuan, the Chinese gymnast, won a g medal at the World
Championship when she was seven.
82.Shirley Temple b a movie star when she was three years old.
83.– Is Yao Ming an o Chinese basketball player? -- Yes, he
is.
84.The old man is kind and l . Every child here loves him.
85.The famous v spends all his time on the violin.
86.The girl likes m songs on her way to school.
87.―What do you m in?‖―English.‖
88.U not usual common, or ordinary.
89.C having the ability or power to create.
90.G a child of one‘s son or daughter.
91.F well-known.
92.P a person who is good at playing the piano.
93.Her grandparents are kind and l .
94.Do you know who t part in the computer competition?
95.The two passengers were very lucky to be a after the serious
traffic accident.
96.He stopped playing football b of his sore back.
97. I live in a village c Taiping.
98. I can play soccer, basketball, table tennis and g____.
99. Mr. Thin has lot of money. He is a r____ man.
100. John is a college student ,and he has a p____ job in a shop.
102. It‘s very cheap, and at the s____ time It‘s very good.
103. Jake doesn‘t live here now .He m_____ to London last year. 104. I like to live s_____ interesting and beautiful.
105. Yao Ming is a ______ (专业的)basketball player.
106. Uncle Wang is an ______(工程师)in his factory.
107. I want to s_____ money to buy a house.
108. My grandfather r_____ at the age of sixty.
109. I hope your d_____ will come true.
110. The students made their New Year‘s r______ yesterday.
111. We learn English to c_______ better with foreigners.
112. I want to e______ more to keep fit this year.
113. Mother said to me one day, ―You should learn to play an i_______ like piano this year‖.
114. He got a good g______ very fast.
115. They‘re going to b______ a bigger subway.
116. Who t_____ you English at school?
117. In summer ,trees g______ very fast.
118. I think it very useful to learn a f______ language well.
119. Turn off the tap(水龙头).We must s______ water.
二．用所给词的适当形式填空
1. Can you help me ______(cut) up the watermelon?
2. Let‘s ______(peel) the banana.
3.______(turn) off the light when you leave the room.
4. Do you need ________(pour) the milk into the blender?
5. How many _______(tomato) do they need?
6. Do you want ______(go) shopping with me? I‘d like to make some banana milk shake.
7. Thanks for ______(give) me so much help.
8. It‘s ten o‘clock. We ______(eat) turkey.
9. We‘d like ______(drink) yogurt.
10.______(be) careful. It‘s dangerous.
11._________(sandwich) are very delicious. I like them.
12. How much ______(butter) is there on the bread?
13. How many ______(slice) of bread do you need?
14. There are ten ______(woman) doctors in the hospital.
15. They have many ______(tooth), so they can bite the fruit.
16. Please take some ______(photo)of the Great Wall.
17. What do we need______(buy) for supper?
18. Let me ______(help) you cut the watermelon.
19._________(not get) off the bus until it stops.
20. There is a lot of ______(rain) in South China.
21. Maria has a stomachache. She (eat) too much ice cream just now.
22. The Greens (take) photos on the beach tomorrow.
23. (be) there any dolphins in the aquarium last year?
24. I (see) some seals on the beach when I (go)
there with my parents last Wednesday.
25. On my way back to the day before yesterday.
26. - you (see) Zhou Jielun just now? - No, but I
(see) my sister.
27. It took me 20 minutes (walk) to school yesterday.
28. she often (go)shopping with her mother?
29. It‘s 7:30. The students (have) an English class.
30. . (not be) late for school next time.
31. It was Sunday yesterday. It (rain).
32. He put some school things on the ground and (have) a
yard sale.
33. –My uncle (come) here an hour ago. Here (be) a
litter of his for you.
-Thank you very much.
34. It (be) windy this morning. So I had to (take) the car
to school.
35. There (be) some old things on the table yesterday.
36. Would you like to go (swim) with me?
37. He (not see) the old man yesterday.
38. I t‘s (real) boring.
39. Are there any (sandwich) in the fridge?
40. (final) I was lost in the mountains.
41. I help my father (clean) the car.
42. I went to the museum and (buy) some souvenirs.
43. There (be) an old temple at the foot of the mountain before.
44. Last week I (visit) my aunt‘s house.
45. We (see) some really clever kids when we were in their
school.
46. I think it (sound) very interesting.
47. He (live) in California and worked as an actor.
48. After that, they (take) the bus back home.
49.-Who (win) the first prize? -Tony did.
50. Tina (get) Dean‘s autograph and read it.
51. I have a kind grandmother, and she ______ (spend) all her free
time with me.
52. He ______ (learn) this song when I was in Beijing.
53. I ______ (major) in Chinese when I was in college.
54. Would you like _______ (take) part in the music club?
55. My brother _________ (not have) lunch at home the day before
yesterday.
56. _______ (not read) in the sun, it is bad for your health.
57. When was he _______ (bear)?
58. Premier Wen ________ (tour) Australia last year.
59. Did she _________ (win) the first prize in the piano competition.
60. Do you enjoy _______ (live) here, Jack?
61. Are you going to exercise ______(much)or less this year?
62. Mr Mott is going to start ______(teach) in Beijing.
63. Many ______(read) like this magazine.
64. The story sounds ______(interest).
65. Nike is going to be an ______(act).
66. We got over 1,000______(fax) these days.
67. I want to be an reporter because I enjoy ______(talk) with people.
68. He is a ______(profession) basketball player.
69. He often ______(write) some articles for newspaper.
70. Last year they ______(build) a bigger highway .
71. He has a lot of clothes _______(wash).
72. What about ______(help) the farmers with their harvest?
73. Could you please _____(buy) some oranges for me?
74. Does he hate ______(sweep) the floor?
75. Please keep quiet when you are in the _____(read) room.
76. I often help my mother do the ______(shop).
77. My mother gets ______(real) angry when I forget to clean my
room.
78. Don‘t forget ______(tell) him on your way home.
79. My mother asked me _____(not watch) TV last night.
80.Thank you for _____(invite) me to your party.
81.Thank you for _____(give) me the book.
82.I must finish _____(clean) the room first.
83.Ann often g____(go) to the movies at the weekend.
84.Next week we _____(work) on a farm.
85.I think you can ____(look) after the goldfish for me.
86.You are all tires and you need ______(have) a rest.
87.Yao Ming is good at ______(play) basketball.
88.Yesterday he ____(send) an e-mail to his pen-pal.
89.Could you help me ______(sweep)the floor?
90.Don‘t forget ______(feed) the dog every day.
91. I don‘t like doing the dishes because it‘s b____.
92. Can I u____ your pen, please? Mine is at home.
93. Please f_____ your clothes. Don‘t put them everywhere.
94. ―It‘s time for class. Please take o___ your books.‖ the teacher said.
95. S_____ the floor before you go out.
96. I don‘t like the bad weather. I h____ rain.
97. After you get up, you‘d better m____ the bed.
98. I have to do c_____ of cleaning, cooking and shopping every day.
99. The children are having a party in the l_____ room.
100.Could I go for a r____ in the car.
101.He g__ tired after a long walk yesterday.
102.I don‘t want g___ for a drive.
103.Thanks for t_____ care of my bird.
104.Could you please g___ him some water?
105.We n____ more drinks. Could you buy some?
106.Do you often help m_____ dinner?
107.I don‘t like d_____ the dishes because it‘s boring.
108.She can‘t go out . She h___ to do her homework.
109.When did they l____ Beijing for Shanghai?
110.I‘m going to w____ on my English project and then meet my friends.
111.I didn‘t take my pen.. Can I b____ yours?
112.Thank you for taking c___ of my baby.
113.I want to i_____ some friends to our home.
114.Could you b_____ some drinks and snacks?
115.My mother gets angry when I f_____ to clean my room.
116.Please take c____ of my bird while I am not at home.
117.Lucy b_____ some money from her friend yesterday.
118.Mom tells me to s____ the floor twice a week.
119.Thank you for i______ me to your birthday party.
120.Could you buy some drinks and s____?
三．句型转换
1.Doea she eat bananas?(改为现在进行时)
______ she ______ bananas?
2.You mustn‘t play basketball in the classroom.(改为同义句)
______ _______ basketball in the classroom.
3.Cut up the bananas.(改为否定句)
_______ _______up the bananas.
4.We need two tomatoes.(对画线部分提问)
________ _______tomatoes _______we _______.
5.They need one watermelon. (对画线部分提问)
______ ______ _______ do they need?
6.He put two teaspoons of yogurt into the blender. (对画线部分提问) ________ ________yogurt _______ he ______into the blender?
7.The pants are ten dollars. (对画线部分提问)
______ ______ are the pants？
8.There is some water in the bowl. (对画线部分提问)
______ ______ water is there in the bowl?
9.What about making a banana milk shake?(改为同义句)
______ ______ a banana milk shake?
10.Jim thought about it for a long time and finally decided not to
go.(改为同义句)
Jim thought about it for a long time and______ ______decided
not to go .
11. They ate some bread for lunch. （改为否定句）
They bread for lunch.
12. They did their homework last night. （改为一般疑问句，并作出
肯定及否定回答）
they their homework last night?
Yes , . No , .
13. He lived in China for tow years. （对画线部分提问）
he in China?
14. Mr Li went to Japan by plane.（对画线部分提问）
Mr Li to Japan?
15. He got to the hotel late, so he didn‘t have lunch.（改为同义句）
he the hotel late, he didn‘t have lunch.
16. There were four singers in our band last year.（对画线部分提问）
singers were there in your band last year?
17. We took the subway back to school yesterday.（改为否定句）
We the subway back to school yesterday.
18. Everyone has a good time.（用last Sunday改为句子）
19. I saw some seals in the water.（改为一般疑问句）
you seals in the water?
20. There were a lot of fishes in the aquarium.（对画线部分提问）
There in the aquarium?
21. My school trip was interesting.（对画线部分提问）
school trip?
22. Her baby is only two months old.(对划线部分提问)
_____ _____ is her baby?
23.My brother is young. He can‘t go to school.(连成一句话)
My brother is too _____ young _____ go to school.
24.David Beckham was born in 1975.(对划线部分提问)
_____ _____ David Beckham born?
25.He hiccupped for 69 years and 5 months.(对划线部分提问)
_____ _____ _____ he _____?
26.He started swimming when he was four years old.(改为同义句)
He started swimming _____ _____ _____ _____ _____.
27.She was four years old when she began to learn the accordion.(对
划线部分提问)
_____ _____ _____ she when _____ _____ _____ learn the
accordion?
28.My father played for Liverpool football team.(改为同义句)
My father ____ a _____ _____ Liver football team.
29.She began to learn English when she was two.(改为同义句)
She began to learn English _____ _____ _____ _____ _____
30.Don‘t go on doing it like this, please.(改为同义句)
_____ _____ it like this, please.
31.He was born in Jinan in 1980.(对划线部分提问)
____ _____ _____was he born?
32.The man is too old to walk fast. (同义句转换)
The man was ____ _____ _____ to walk fast.
33.The pen cost my five yuan. (同义句转换)
I _____ my five yuan _____ the pen.
34. I was born in 1992. (同义句转换)
I _____ _____ years old this year.
35. He couldn‘t play anything. (同义句转换)
He could _____ _____.
36. He wasn‘t at school yesterday because he was ill. (同义句转换)
He wasn‘t at school yesterday _____ _____ his illness.
37. My brother is so young that he can‘t go to school. (同义句转换)
My brother is _____ young _____ go to school
38.Davie is going to have some Chinese classes tomorrow.(改为否
定句)
Davie_____ going to have ______ Chinese classes tomorrow
39. The students of class Two have a field trip next Sunday.（用next
Sunday 改写）
The students of Class Two_____ ______ _____ _____
a field trip next Sunday.
40. They are going to go fishing tomorrow morning.（改为一般疑问
句，并作肯定回答）
______ ______ go fishing tomorrow morning? Yes,
they ______.
41. We are going to the city by train .（对划线部分提问）
______ ______ _____ _ going to the city?
42. She is going to be a nurse in the future.(对划线部分提问)
______ is she going to _______in the future?
43. They are going to hold an art exhibition . (对划线部分提问)
______ ______ they going to ______?
44. He got here at 7:00. His sister got here at 7:00.(合并成一句话)
He and his sister got here ______ ______ ______ ______ .
45. He wrote his mother a letter yesterday.(将yesterday改为
tomorrow)
He ______ ______ ______ ______ his mother a letter
tomorrow .
46. She is going to be an engineer .(用an actor 改为选择疑问句)
______ she going _______ ______ an engineer ______ an
文化营销案例－肯德基（KFC）在中国 肯德基（KFC）在中国—“世界著名烹鸡“专家”经营案例1998年，拥有肯德基、必胜客、TacoBell（墨西哥式食品）三个著名品牌的餐饮系统（此系统为百事公司的一个业务部，百事公司三大业务是软饮料、小食品、快餐。）从百事公司分离并在纽约证券交易所独立上市时，世界上最大的餐饮集团——百胜全球餐饮集团便正式成立了。当时所有股东和公司成员可能都没有想到，仅仅过去两年的时间，百胜全球餐饮集团的经营和发展取得了很大的成功。如今，百胜集团在全球拥有3万多家连锁分店，50万名雇员，营业额达到200亿美元，跻身世界企业五百强之列。 刚从百事分离时，百胜全球餐饮集团既要弥补过去造成的损失，同时又面临着严重的挑战：如何创立企业的文化？如何建立三个著名餐饮品牌彼此之间相互协作，而不是竞争的关系？如何树立员工对企业未来发展的信心等。当时，在曾任百事集团总裁，现任百胜集团首席执行官的皮尔逊AndrakkPearson 先生和诺瓦克DavidNovak 的共同主 持下，公司在许多方面保持了分离前可行的组织架构，同时为公司未来勾画出新的发展目标。 他们采取了一系列大胆而全新的措施：如肯德基、必胜客、TacoBell继续各自原有的营运管理，但要发挥互相的协调作用；通过套餐形式，进行三个品牌的联合促销，原料由
公司统一采购，配送，控制了资金的平衡支出；首次将一些属于公司拥有的连锁餐厅以特许经营的方式转给加盟伙伴，把部分回笼资金集中用以新餐厅的开发上；高级管理层亲自到餐厅激励员工的士气等。到目前为止，集团的营运边际利润由三年前的11％增加至16％，而且1998年全年及1999年上半年，所有三个品牌的连锁营业额都出现增长，集团出现了蒸蒸日上的新景象。 中国市场是百胜全球餐饮集团全球战略中发展最快并最具发展潜力的市场之一。中国百胜餐饮集团为百胜全球餐饮集团 下属的国际公司在中国成立的协作发展总部。肯德基自1987年在北京前门开了中国第一家餐厅后，已在北京、上海、杭州、青岛、南京、广州、苏州、无锡、天津、福州、沈阳、西安、成都、武汉、深圳、哈尔滨等地成立了19个有限公司至2000年底，在近80个城市和地区内开设了四百多家餐厅。到目前为止，肯德基已成为中国最大、发展最快的快餐企业。 本报记者和中国MBA网站（www．mba．org．cn）案例研讨小组两名成员在北京肯德基有限公司的配合下，经过两个多月的努力，终于完成了本篇案例的撰写。采访肯德基这样一个餐饮业特许经营方面的典范，我们最深的感触是：肯德基是一个有明确战略的企业，并且能够将这个战略成功地
肯德基市场营销战略分析 提起肯德基，几乎无人不知，无人不晓。肯德基从1987年进入中国市场以来已在450个城市拥有2000多家的连锁餐厅，遍及中国大陆，是中国最大、发展最快的快餐连锁企业。它之所以取得这么大的成功的原因就是背后有一套行之有效的营销战略作为指导。其营销策略主要有一下几个方面： 一、选址策略 选址对于快餐业来说是非常重要的，地点选的正确与否，直接影响今后的盈利，因此肯德基对此也十分重视。在肯德基刚开始进入中国市场时，第一家店的地址将对今后的盈利及市场的开拓起着至关重要的影响。肯德基通过对我国四个大城市（天津、上海、北京、广州）的比较分析。最终选择了我国的政治文化中心——北京。这是肯德基成功迈向中国的第一步。随后，肯德基则是集中力量占领辐射能力较强的大城市，然后以大城市带动小城市的发展。 在选址上，肯德基先是划分商圈，这就需要收集所要进入的某个城市的资料，即可以通过当地的有关部门也可以通过专门的调查公司。在划分商圈后需要对商圈进行规划，所采用的方法是记分法，比如说这个商圈有一个大型商场，营业额在1000万算一分，2000万两分，娱乐场所加几分，车站加几分，这些分值标准是多年来平均下来的一个较准确的经验值。然后肯德基根据自身的市场定位以及充分考虑商圈的成熟度和稳定度后对商圈进行选择，最后通过对聚客点的测算与选择确定地址。 肯德基在选址上主要采取的是跟进策略，因为其与麦当劳的市场定位相似，顾客群体也基本重合，所以在商圈选择上也基本是一样的。我们往往可以看到，一条街的两边，一边是麦当劳，另一边则是肯德基。一般情况下，肯德基的店面都会选在交通发达地段，这样便于顾客出入，而且其店面附近往往有商场或娱乐场所等许多聚集人群之处，其中最典型的就是大城市的火车站里都会有肯德基的店。这样能够保证每天的顾客数量，保证营业额。 二、产品策略 品牌本土化策略。首先是定位，肯德基定位在“家庭成员的消费”，提供一家庭式温馨团圆的用餐气氛，这一定位符合中华民族的文化。在中国，家的概念有着去足轻重的地位，温馨和睦的家庭氛围是每个人的愿望，而肯德基在品牌定位上明智的选择去代表中国传统的家庭、亲情、友爱和默契，使得这一西餐品牌更加亲近。然后是树立品牌，肯德基的宗旨是顾客至上，奉行“以人为本”。改用品牌口号“生活如此多娇”，并且通过广告、新闻等多种渠道，向消费者宣传肯德基“贴近生活，温暖人心”的形象。
肯德基公司隶属于世界上最大的餐厅集团系统百胜全球餐饮集 团（世界企业500强之列），集团内拥有包括世界著名的肯德基、必胜客、Taco Bell三个品牌，目前在全球拥有总数超过30，000家的连锁餐厅。 中国市场是百胜全球餐饮集团全球战略中发展最快并最具发展 潜力的市场之一。中国百胜餐饮集团为百胜全球餐饮集团下属的国际公司在中国成立的协作发展总部。肯德基自1987年在北京前门开了中国第一家餐厅后，已在北京、上海、杭州、青岛、南京、广州、苏州、无锡、天津、福州、沈阳、西安、成都、武汉、深圳、哈尔滨等地成立了20多个有限公司。至今，在中国111个城市已拥有440家连锁店。肯德基在中国现共有25，500名员工在努力工作，餐厅员工已100%本地化，居中国快餐业之首。肯德基之所以会如此地成功，主要还是取决于它在中国市场的营销策略。 肯德基和麦当劳，谁是“中国第一”？在肯德基中国第400家餐厅——恒基中心店的开业仪式上，肯德基不但公开宣称自己是“中国第一”，还首次与竞争对手麦当劳直接对比。 无独有偶。世界著名调研公司AC尼尔森在中国30个城市的16667份问卷的调查结果显示：在“顾客最常惠顾”的国际品牌中，肯德基排名第一，超过了麦当劳。2000年11月13日，由中国连锁经营协会公布的五家“2000年度中国优秀特许品牌”中，隶属于中国百胜餐饮集团的肯德基作为唯一一个外资国际品牌被特别推荐入选。事实
也是如此。肯德基在进入与拓展中国市场的战略过程中，始终把“肯德基”作为中国餐饮业的第一品牌来运行。 90年代初，肯德基中国公司总裁苏敬轼先生一来到中国，就和雇员阐述肯德基的远景目标。把中国肯德基（KFC）品牌作成中国餐饮业的第一品牌，甚至是全世界最受欢迎的餐饮业品牌。苏敬轼先生在公司的发展过程中与各级管理人员一起不断宣传和阐述这个目标。肯德基的每一个新员工，上班第一天就清楚这个目标。这就使肯德基的所有员工有了一个公司发展的共同蓝图，一种共同的远景。所有的人都知道肯德基公司以后将是一个什么样子。正如肯德基北京公司刘建明总经理所说：成功在不同时期有不同的程度。我们唯一的目标不是超过对手，而是怎样保持在消费者心目中的第一品牌。 “肯德基”的第一品牌策略，其举措可以概括为以下三个方面： 1、攻占大城市，准确选址。 保健品市场策略往往“从农村包围城市”，而饮食业则要先攻占大城市，再扩散到中小城市。肯德基打入中国市场首先集中精力占领辐射能力最强的大城市。 1986年9月，肯德基家乡鸡公司开始考虑打入人口最多的中国市场，发掘这个巨大市场所蕴含的潜力。但诸多难题使肯德基的决策者犹豫不决。对这家世界最大的鸡肉餐馆来说，面前的中国市场是完全陌生的，肯德基的纯西方风味能否为中国消费者所接受？开发中国
案例分析肯德基特许经营的中国战略
案例分析肯德基特许经营的中国战略 一、理论知识 (一)授权经营概述 对外授权经营，是以合同安排为基础的一种跨国经营类别。从严格意义上来讲，它是企业通过契约转让一项或几项无形资产而进入目标国。因其具有进入浅，灵活性高，风险较低的特点而为各类企业展开跨国经营时加以采用。 在广义上，契约式经营包括许多具体形式，其中主要有对外特许授权、授权专营、技术协议、服务合同、管理合同、起钥工程、合同生产国际分包合同等。对外特许授权在契约式海外经营方式中具有代表性。 对外授权经营这种方式在快餐业、旅游业应用得相当广泛，在国际上也广泛采用。特许经营往往要求买方企业预先要偿付一部分使用费，然后，按照营业额的百分比付费。作为特许经营的提供方，他们往往要给予必要的技术，及要提供一些必要的商品或者设备，以保证达到技术要求。 特许经营有如下特征： 第一，特许经营是特许人和受许人之间的契约关系； 第二，特许人将允许受许人使用自己的商号和(或)商标和(或)服务标记、经营诀窍、商业和技术方法、持续体系及其他工业和(或)知识产权； 第三，受许人自己对其业务进行投资，并拥有其业务；
第四，受许人需向特许人支付费用； 第五，特许经营是一种持续性关系。 (二)对外授权的优点 1、对外授权给企业提供了一种低成本、低风险进入外国市场的形式，企业不需要投入大量的资本便可以在一些地方很快地建立市场。 2、对外授权有利于扩大企业的知识开发效益 3、对外授权为企业获得拓展业务所必需的技术提供一条有效途径 4、对外授权是举办海外企业的有效欠揍和重要补充 (三)对外授权的缺点 1、技术泄露 2、培植潜在市场竞争对手 3、授权人的名誉存在风险 4、对外授权的纯收益有限 5、授权人难以如数收回授权费 (四)对外授权的战略选择 1、企业拥有的技术特点和研究与开发现状 一个企业研究与开发支出占企业销售额的比例越大，研究与开发成果也越多，对外特许授权就越有可能。特别是技术，如果企业自己利用，其效益不会很大，企业往往情愿对外转让。同时，对那些研究与开发能力强的企业来讲，技术的推陈出新速度快，那些变得陈旧的技术对企业的重要性已经降低，就可以对外转让。 2、产品多样化策略
肯德基的国际营销 肯德基的国际营销 目录 一．肯德基概述 1. 公司简介 2 发展历程及现状 二．肯德基国际营销分析 1 产品策略 2 价格策略 3 渠道策略 4 促销策略 三．总结
一肯德基的概况 1、肯德基公司简介 肯德基（Kentucky Fried Chicken肯塔基州炸鸡），通常简称为KFC。是来自美国的著名连锁快餐厅，由哈兰〃山德士上校于1952年创建。主要出售炸鸡、汉堡、薯条、汽水等西式快餐食品。肯德基属于百胜餐饮集团。肯德基总部位于肯德基州路易斯维尔市，是全球最受欢迎的炸鸡连锁餐厅，在世界上80多个国家开设有14000多家肯德基餐厅，每天接待1200多万名顾客。除美国之外的主要市场包括中国、英国、澳大利亚、韩国、墨西哥和法国、德国、荷兰等。肯德基也在印度、俄罗斯和巴西等重要新兴市场随着当地经济的成长快速发展。每家新餐厅的开张不仅提供更多就业机会，同时也为其所在社区注入了经济活力。 2、发展简史 1930 年，肯德基的创始人哈兰 . 山德士在家乡美国肯德基州开了一家餐厅。
1939后山德士潜心研究炸鸡的新方法，终于成功地发明了有十一种香料和特有烹调技术合成的秘方，其独特的口味深受顾客的欢迎, 餐厅生意日趋兴隆, 秘方沿袭至今。肯德基州为了表彰他为家乡作出的贡献, 授予他山德士上校的荣誉称号。 1950年代中期上校的事业在面临一个危机，他的 Sanders Cafe 餐厅所在地旁的道路被新建的高速公路所通过, 使 得他不得不售出这个餐厅。 1952年转让经销权！ 1969年股票上市！ 1973年6月，第一家家乡鸡在美孚新村开业，其它分后亦很快接连开业。到1974年，数目已达到11家。 1974年9月，肯德基公司突然宣布多家餐店停业，只剩4家坚持营业。到1975年2月，首批进入香港的肯德基全军覆没，全部关门停业。 1985年，肯德基在马来西亚、新加坡、泰国和菲律宾已投资成功。这时，他们准备再度进军香港。这一次肯德基开拓市场更为谨慎，在营销策略上按香港的情况进行了适当的变更。1986年10月1日被百事集团收购！
《肯德基在中国》案例分析 案例《肯德基在中国》从一开篇起便向我们提出了两个让肯德基东南亚地区副总裁托尼·王难于抉择的问题，那就是： 一、肯德基是否要进入中国市场？ 二、如果要进入中国市场，那么第一家中国分店的选址应该在哪里？ 进入中国市场是有很大的风险的，因为“没有任何行业记录的轨迹可寻”；“尽管中国是一个巨大的、高利润的市场，但是，在初期需要管理资源，而且不能保证相当大的硬通货的利润回流”；“信息有限”；“有许多人已在类似投资中失败”；其成败对于公司和王个人的声望都有很大的影响…… 在帮助王做出抉择前，让我们先来看一看肯德基的相关资料吧。 从肯德基发展的历史，可以看出，肯德基在美国的壮大有其背景，那就是美国七十年代飞速发展，人们生活节奏加快，快餐业飞速发展。加上企业能够坚持产品的质量和集中的生产线方式，在用人上任人唯贤，使得肯德基得以迅速发展，完成了其发展初期的原始积累。 正当肯德基大力向外扩张时，企业面临到了国内外的挑战。1975年肯德基公司从香港市场全面撤退，在日本的分支机构在二十世纪七十年代的大部分时间里也处于亏损状态；在国内肯德基也遭受到了强有力竞争。为什么？ 究其原因，我认为有以下两点： 一、肯德基的成功与其国内的经济环境有很大关系。七十年代正是美国经济飞速发展，快餐业兴起的黄金时期。而同期的国外市场，则不一定有这样的环境。 二、集中的生产线、统一的质量和文化管理，对于一家连锁企业是十分重要的，问题是这些和国外的文化发生了很大的冲突。由于协调不利，使得对外扩张在冲突所带来的管理混乱中失败了。 初期扩张的失败迫使肯德基进行经营转轨。针对管理混乱所造成的质量不稳定、卫生差等状况，肯德基在转轨中坚持在菜单选择和质量、服务及清洁卫生的承诺上回到以前的基本立场上，并注重了员工的培训和广告的使用上。转轨的结果是成功的，究其原因我认为有以下几点： 一、统一的质量和服务是一家连锁企业的生命所在。如果没能保证这一点，企业是无法保持顾客的美誉度和忠诚度的。在这一点上转轨作到了。 1
肯德基叱咤中国市场的营销策略 【最新资料，WORD文档，可编辑】
肯德基公司隶属于世界上最大的餐厅集团系统百胜全球餐饮集团（世界企业500强之列），集团内拥有包括世界著名的肯德基、必胜客、Taco Bell三个品牌，目前在全球拥有总数超过30，000家的连锁餐厅。 中国市场是百胜全球餐饮集团全球战略中发展最快并最具发展潜力的市场之一。中国百胜餐饮集团为百胜全球餐饮集团下属的国际公司在中国成立的协作发展总部。肯德基自1987年在北京前门开了中国第一家餐厅后，已在北京、上海、杭州、青岛、南京、广州、苏州、无锡、天津、福州、沈阳、西安、成都、武汉、深圳、哈尔滨等地成立了20多个有限公司。至今，在中国111个城市已拥有440家连锁店。肯德基在中国现共有25，500名员工在努力工作，餐厅员工已100%本地化，居中国快餐业之首。肯德基之所以会如此地成功，主要还是取决于它在中国市场的营销策略。 肯德基和麦当劳，谁是“中国第一”？在肯德基中国第400家餐厅——恒基中心店的开业仪式上，肯德基不但公开宣称自己是“中国第一”，还首次与竞争对手麦当劳直接对比。 无独有偶。世界著名调研公司AC尼尔森在中国30个城市的16667份问卷的调查结果显示：在“顾客最常惠顾”的国际品牌中，肯德基排名第一，超过了麦当劳。2000年11月13日，由中国连锁经营协会公布的五家“2000年度中国优秀特许品牌”中，隶属于中国百胜餐饮集团的肯德基作为唯一一个外资国际品牌被特别推荐入选。事实也是如此。肯德基在进入与拓展中国市场的战略过程中，始终把“肯德基”作为中国餐饮业的第一品牌来运行。 90年代初，肯德基中国公司总裁苏敬轼先生一来到中国，就和雇员阐述肯德基的远景目标。把中国肯德基（KFC）品牌作成中国餐饮业的第一品牌，甚至是全世界最受欢迎的餐饮业品牌。苏敬轼先生在公司的发展过程中与各级管理人员一起不断宣传和阐述这个目标。肯德基的每一个新员工，上班第一天就清楚这个目标。这就使肯德基的所有员工有
案例肯德基在中国（A） 阿伦莫瑞森教授在包铭心教授的协助下准备了这个案例，该案例只是用来作为课堂讨论的材料，作者的目的不是为了论证某种经营管理思想的有效与否。出于保密起见，作者隐去了某些名字和其他一些可识别的信息资料。1997年11月10日 1986年9月下旬，托尼王斜靠在他位于新加坡的办公室的皮椅上，思索着如果在中国建立一个纯西式口味的快餐合资企业可能面临的漫漫长路。王是一个在肯德基工作了7年的老员工，是一个有经验的企业家，2个月前刚被任命为肯德基东南亚地区的副总裁。他面临着一个选择，是否要将世界上最大的炸鸡快餐公司引入世界上人口最多的国家。当他探索肯德基在东南亚面临的发展机遇时，王开始考虑肯德基是否应同时进军中国市场。 由于没有任何行业纪录的轨迹可循，王开始思考怎样联系肯德基在东南亚地区的经营情况来评估中国市场的吸引力。综合所有的不利因素就会发现，尽管中国是一个巨大的、高利润的市场，但是他在初期需要管理资源，而且不能保证相当大的硬通货的利润回流----即使到中期也会如此。进入中国市场还需在很不确定情况下选择一个特殊的投资地点。非常明显，由于机遇和风险各个城市的各不相同，评估一个投资地点是否合适也就没有一个确定的标准。由于信息有限，继续评估中国市场并作出肯定决策将不可避免地带来风险----无论对公司还是对他个人的声望，这一点王很清楚。当王被中国市场的巨大潜力所吸引时，他也注意到其他许多人已在类似投资中失败。 历史 肯德基的起源可以追溯到哈兰德桑德斯，此人于1890年出生于印第安纳州的亨利维尔。桑德斯读到六年级就辍学在家，开始做各种各样的零杂工，后来，他对饮食业发生了浓厚的兴趣。他及时开办了自己的加油站，并在旁边开了家小饭馆。20世纪30年代，桑德斯发明一了一种烹饪鸡肉的秘方：先在鸡肉上涂一层含有11种药草和香料的混合物，然后高温煎炸。这种“南方炸鸡”在加油站深受人们喜爱，于是在1950年，桑德斯决定通过特许他人使用这种神奇秘方来盈利。到1964年止，他已经售出了700个特许权。桑德斯在这一开拓性产业上的成功很大程度上应归功于他近乎固执地坚持产品的质量并保证有一条集中的生产线。 1964年，74岁的桑德斯最终同意以200万美元附带一项终身薪金的价格出售了自己的企业，企业的买主是一个29岁的肯塔基州律师约翰布朗，以及他的资金支持者----60岁的杰克马歇尔，他们保证让桑德斯在新的合资企业中能够在产品销售及质量方面发挥积极的作用。 伴随着富于进取的新经营管理人员的加盟，在美国快餐业的迅速发展的大环境下，肯德基炸鸡以惊人的速度发展了起来。在此后的5年里，销售额平均每年增长96%，1976年达到2亿美元，同年又新开了近1000家分店。其中决大多数是特许经营。 布朗任人唯贤，选择了一大批工作勤勉的经营管理人员，这是企业迅速发展的关键因素。布朗的信条是每一个管理人员在这个快速发展的企业中都有权期待变得更富有。由于主要依
财务管理 从采购到加工、到销售、到资金回笼、再到采购 ,都渗透着肯德基的财务管理。肯德基秦皇岛市金原店财务部共由五部分组成：会计核算、审计、收银、采购和供应（库房） ,财务主管直接分管财务部及其采购、供应。 其一 ,相比其他快餐店 ,肯德基建立了相应的职能机构和组织体系 ,以协调管理人员的日常工作 ,有利于节约和调动人力、物力、财力 ,统一控制和调动 ,加速资金周转。财务部设置成本控制部及成本经理 ,直属财务主管管理 ,对于整个肯德基连锁店的成本控制、毛利率的调整、成本核算、合理库存量的调整等 ,能起到决定性的作用。成本经理又管辖汉堡控制员、饮料、炸鸡控制员、物料用品控制员 ,使他们对自己分管的项目 ,各司其职 ,各负其责 ,形成层层把关 ,有利于总成本的控制。成本控制部的工作范围就是成本核算 ,尤其是餐饮成本核算（肯德基配置了2-3名工作人员）。肯德基的每一份点餐单 ,都有一份标准的成本核算单 ,这是一项工作量巨大又十分繁琐细腻的工作（又称菜单工程） ,每一份快餐的所有原料、辅助配料的分量、单价都必须一一核算并记录在案。这项工作就是由成本控制部与厨师共同完成 ,完成后的“标准菜单配方”是各个肯德基快餐店厨师日常操作的样板和“圣经” ,主要菜单经过试制整盘 ,还要拍照立样。形成菜单资料库 ,成本控制部要据此进行成本核算和控制 ,发现有不正常的成本讯号 ,并向厨师长提出予警的职责。有了成本控制部的合作 ,肯德基各店可以在每个月心中有数地完成目标利润。 其二 ,肯德基的采购部与仓库直属财务部 ,便于了解商业、市场行情 ,降低经营成本 ,防止滥用资金和积压物资。其优点是： 1、有利于采购成本的控制 ,快餐店采购价格如何确定直接影响成本的水平。肯德基对采购成本确定一般是由采购部与财务部共同派员调查确认 ,对任何一个“采购申请单”一定要充分调查 ,实行货比三家 ,最后由财务主管决定 ,对食品原料货物的采购 ,因其价格随季节变化频繁 ,一定要由餐饮部 ,成本控制部、采购部共同派员进行市场调查 ,根据调查结果扣除一定的批零差价 ,最后确定采购价。采购价格不会由采购部门和供应商说了算。 2、有利于调控成本率。餐饮部成本率高低如何变化与采购部进货价关系密切 ,如果发生餐饮成本率异常 ,财务部门就可以立即采取行动 ,降低采购品种和质量 ,从而调整到适当的价格和成本率。 3、采购部直属财务部除了有利于财务部了解价格行情、及时监控降低成本外 ,还有利于避免部门分散 ,互相扯皮情况的发生。 其三 ,肯德基设置了专职的日审与夜审。为了保证收入准确及时 ,肯德基专门设置了日间稽核员（日审）和夜间稽核员（夜审） ,由收款员到夜审、日审核对收入 ,层层审查、层层把关、确保快餐店的收入不受损失。肯德基的收款员下班后 ,他们的收款机要由夜班核数员去清机 ,因为清机号码和钥匙只有夜班专人掌握 ,清机的同时打印出当班收入报告及收款员的值班报告 ,同时日审对菜单定单与报表核对 ,从管理制度上保证了收入的准确无误。
广州商学院 课程论文 题目：肯德基供应链管理分析 课程名称供应链管理 考查学期 2014/2015 学年第二学期 考查方式课程论文 姓名谢思泽 学号 201204064138 专业物流管理 成绩 指导教师詹荣富
目录 一、肯德基在中国的发展 0 二、肯德基在中国的供应链管理 0 （一）需求计划 (1) （二）盘点库存文件 (1) （三）配送计划 (1) 三、肯德基供应链管理的重要缺陷及改进建议 (2) （一）重要缺陷——安全 (2) （二）改进建议 (2) 1、接受监督 (2) 2、严格把关 (3) 3、完善制度 (3)
一、肯德基在中国的发展 首先让我们看一下一些惊人的数据。肯德基于1987年进入具有悠久饮食文化的古都北京，从而开始了她在这个拥有世界最多人口的国家的发展史。 1987年11月12日肯德基在中国的第一家餐厅在北京前门繁华地带正式开业。以此为起点，肯德基开始摸索，学习中国社会和市场，逐步打造具有中国特色的管理模式。 1992年全国餐厅总数为10家；到1995年，发展到71家。1996年6月25日，肯德基中国第100家店在北京成立。这是一个里程碑，标志着肯德基在中国进入了一个更加稳步发展的阶段。肯德基在进入21世纪后大大加快了成长速度。2000年11月肯德基在中国连锁餐饮企业中第一个突破400家餐厅规模。2001年10月发展到500家，2004年12月达到1200家，2007年10月达到2000家，截至2014年5月底，肯德基已在超过950个城市和乡镇开设了超过4600家连锁餐厅。 二、肯德基在中国的供应链管理 看完了这些惊人的数据，我们不得不思考是什么让这个“外来物种”在短时间内克服了水土不服和文化差异等问题，并且取得如此惊人的成就的呢？他们采用了使肯德基“本土化”的方法。 不但产品本地化，像“老北京鸡肉卷”、“四季鲜蔬”、“烤翅”、“芙蓉鲜蔬汤”等就是专门针对中国消费者口味推出的新品，而且供应商也本土化，肯德基产品的主要原料（鸡肉类、土豆泥、调味品）由总公司确定供应商，一般原
肯德基叱咤市场的营销 策略 集团标准化工作小组 #Q8QGGQT-GX8G08Q8-GNQGJ8-MHHGN#
肯德基叱咤中国市场的营销策略 【最新资料，WORD文档，可编辑】
肯德基公司隶属于世界上最大的餐厅集团系统百胜全球餐饮集团（世界企业500强之列），集团内拥有包括世界着名的肯德基、必胜客、Taco Bell三个品牌，目前在全球拥有总数超过30，000家的连锁餐厅。 中国市场是百胜全球餐饮集团全球战略中发展最快并最具发展潜力的市场之一。中国百胜餐饮集团为百胜全球餐饮集团下属的国际公司在中国成立的协作发展总部。肯德基自1987年在北京前门开了中国第一家餐厅后，已在北京、上海、杭州、青岛、南京、广州、苏州、无锡、天津、福州、沈阳、西安、成都、武汉、深圳、哈尔滨等地成立了20多个有限公司。至今，在中国111个城市已拥有440家连锁店。肯德基在中国现共有25，500名员工在努力工作，餐厅员工已100%本地化，居中国快餐业之首。肯德基之所以会如此地成功，主要还是取决于它在中国市场的营销策略。 肯德基和麦当劳，谁是“中国第一”在肯德基中国第400家餐厅——恒基中心店的开业仪式上，肯德基不但公开宣称自己是“中国第一”，还首次与竞争对手麦当劳直接对比。 无独有偶。世界着名调研公司AC尼尔森在中国30个城市的16667份问卷的调查结果显示：在“顾客最常惠顾”的国际品牌中，肯德基排名第一，超过了麦当劳。2000年11月13日，由中国连锁经营协会公布的五家“2000年度中国优秀特许品牌”中，隶属于中国百胜餐饮集团的肯德基作为唯一一个外资国际品牌被特别推荐入选。事实也是如此。肯德基在进入与拓展中国市场的战略过程中，始终把“肯德基”作为中国餐饮业的第一品牌来运行。 90年代初，肯德基中国公司总裁苏敬轼先生一来到中国，就和雇员阐述肯德基的远景目标。把中国肯德基（KFC）品牌作成中国餐饮业的第一品牌，甚至是全世界最受欢迎的餐饮业品牌。苏敬轼先生在公司的发展过程中与各级管理人员一起不断宣传和阐述这个目标。肯德基的每一个新员工，上班第一天就清楚这个目标。这就使肯德基的所有员工有了一个公司发展的共同蓝图，一种共同的远景。所有的人都知道肯德基公司以后将是一个什么样子。正如肯德基北京公司刘建明总经理所说：成功在不同时期有不同的程度。我们唯一的目标不是超过对手，而是怎样保持在消费者心目中的第一品牌。 “肯德基”的第一品牌策略，其举措可以概括为以下三个方面： 1、攻占大城市，准确选址。
餐饮零售业巨头——肯德基 1. 研究背景 肯德基（Kentucky Fried Chicken肯塔基州炸鸡），通常简称为KFC，是来自美国的著名连锁快餐厅，由哈兰·山德士上校于1952年创建。主要出售炸鸡、汉堡、薯条、汽水等西式快餐食品。 1998年，拥有肯德基、必胜客、Taco Bell（墨西哥式食品）三个著名品牌的餐饮系统（此系统为百事公司的一个业务部，百事公司三大业务是软饮料、小食品、快餐）从百事公司分离并在纽约证券交易所独立上市时，世界上最大的餐饮集团——百胜全球餐饮集团便正式成立了。当时所有股东和公司成员可能都没有想到，仅仅过去两年的时间，百胜全球餐饮集团的经营和发展取得了很大的成功。如今，百胜集团在全球拥有3万多家连锁分店，50万名雇员，营业额达到200亿美元，跻身世界企业五百强之列。 中国市场是百胜全球餐饮集团全球战略中发展最快并最具发展潜力的市场之一。中国百胜餐饮集团为百胜全球餐饮集团下属的国际公司在中国成立的协作发展总部。肯德基自1987年在北京前门开了中国第一家餐厅后，已在北京、上海、杭州、青岛、南京、广州、苏州、无锡、天津、福州、沈阳、西安、成都、武汉、深圳、哈尔滨等地成立了19个有限公司，至2000年底，在近80个城市和地区内开设了四百多家餐厅。到目前为止，肯德基已成为中国最大、发展最快的快餐企业。 2. 业态分析 2.1 目标顾客 肯德基以家庭成员为主要目标消费者 2.2 价格策略 低价策略，辅之各种优惠套餐，优惠券的使用 2.3 商品结构 西式快餐食品，主要是炸鸡、汉堡、薯条、汽水等。 2.4 服务方式 快速迅捷的服务，设有专业员工 2.5 购买便利 靠近居民区、商业区、旅游景点等流量较大的地区，便捷式购物 2.6 店铺环境 美观整洁，店内装饰基本不会发生变化 3. 竞争优势的来源 3.1 商品 肯德基自1952年创建以来，商品的种类一直有增无减，商品的更新率高，尤其是进入
肯德基成功企业管理案例 肯德基在中国——世界著名企业管理案例 1998年，拥有肯德基、必胜客、TacoBell(墨西哥式食品)三个著名品牌的餐饮系统(此系统为百事公司的一个业务部，百事公司三大业务是软饮料、小食品、快餐。)从百事公司分离并在纽约证券交易所独立上市时，世界上最大的餐饮集团——百胜全球餐饮集团便正式成立了。当时所有股东和公司成员可能都没有想到，仅仅过去两年的时间，百胜全球餐饮集团的经营和发展取得了很大的成功。如今，百胜集团在全球拥有3万多家连锁分店，50万名雇员，营业额达到200亿美元，跻身世界企业五百强之列。 刚从百事分离时，百胜全球餐饮集团既要弥补过去造成的损失，同时又面临着严重的挑战：如何创立企业的文化?如何建立三个著名餐饮品牌彼此之间相互协作，而不是竞争的关系?如何树立员工对企业未来发展的信心等。当时，在曾任百事集团总裁，现任百胜集团首席执行官的皮尔逊??AndrakkPearson??先生和诺瓦 克??DavidNovak??的共同主持下，公司在许多方面保持了分离前可行的组织架构，同时为公司未来勾画出新的发展目标。 他们采取了一系列大胆而全新的措施：如肯德基、必胜客、TacoBell继续各自原有的营运管理，但要发挥互相的协调作用;通过套餐形式，进行三个品牌的联合促销，原料由公司统一采购，配送，控制了资金的平衡支出;首次将一些属于公司拥有的连锁餐厅以特许经营的方式转给加盟伙伴，把部分回笼资金集中用以新餐厅的开发上;高级管理层亲自到餐厅激励员工的士气等。到目前为止，集团的营运边际利润由三年前的11%增加至16%，而且1998年全年及1999年上半年，所有三个品牌的连锁营业额都出现增长，集团出现了蒸蒸日上的新景象。 中国市场是百胜全球餐饮集团全球战略中发展最快并最具发展潜力的市场之一。中国百胜餐饮集团为百胜全球餐饮集团下属的国际
PPT内容 肯德基在中国 （一）实施本土化战略中国 1、人才本土化着力培养、提拔和使用本地人才，充分发挥其熟悉政策环境和市 场特点的优势。 2、产品本土化。 3、供应商本土化。 4、健康理念本土化。 5、企业形象本土化。 （二）推行标准化体系 1、食品品质标准化。 2、服务质量标准化。 3、就餐环境标准化。 4、暗访制度标准化。 （三）发展连锁经营 （四）建设企业文化 1、餐厅经理第一。 2、群策群力、团队合作。 3、鼓励先进、表彰杰出。 （五）强化员工培训 1、寻求适应企业发展需要的员工。 2、教育与培训。 3、员工绩效评估。 （六）建立连锁保障系统 1、完整的开发策略。 2、科学的开发系统。 3、科学的开发工具。 附加：麦当劳vs肯德基 1.1抓准时机 肯德基在1987年这个绝佳的时机进入中国市场，这时正值改革开放9周年，邓小平南巡前5年，麦当劳进入中国前3年。 1.2 消费者的偏好 影响需求量的因素有：产品价格、消费者的收入、相关产品的价格、消费者的偏好、广告费
用等。 麦当劳一味全部销售西方快餐，并没有根据中国人的饮食习惯进行调整。但是，肯德基做到了。他开始在西式快餐里卖饭，还根据中国人的口味，适当加入鸡肉与猪肉，更将产品本土化，加入了香辣的口味。与麦当劳相比，肯德基做到了抓住消费者偏好。 1.3价格的变化时机 在麦当劳业绩连连下滑的时候，高层管理者就开始恐慌了，决定全面降价。但是，在业绩不好的情况下降价，消费者会产生劣质滞销货与降价的联想，因此麦当劳的大降价只是使老顾客得到实惠，但并未吸引更多的潜在顾客，降价措施反而使业绩出现更大的下滑。 1.4经济规模效益 进入21世纪以来，中国肯德基的年销量一直是麦当劳的数倍，每年新开的餐厅总数两者的规模差距也在加大。这些差别使肯德基的竞争力大大增强，2004年中国肯德基每家餐厅的平均年收入1000万元人民币，盈利20%，而中国麦当劳餐厅的平均盈利可能低至5%-15%{由于中国麦当劳一直没有对外公布其中国财务数据，所以只是其他人的推测}。 1.5 品牌效益 与麦当劳相比，肯德基是最早进入中国市场的西式快餐。在面对选择时，麦当劳和肯德基之间确实存在一些意识与行为上的差别。比如，中国肯德基在20世纪90年代将其中国总部从香港迁到上海，而中国麦当劳的最高管理层一直到2005年仍大多长居香港。中国麦当劳邀请它在美国的主要食品及非食品供应商一块到中国打天下，而中国肯德基则更愿意在中国发掘本地供应商。麦当劳在其全球通行的“我就喜欢!”广告大旗下继续用著名的年轻运动员及娱乐界明星做广告代言来吸引年轻、时髦的客户群。肯德基的电视广告多以产品为核心，广告中的人物各形各类，常常跨年龄段、跨地点、场合，但多是一群人相聚，或亲人或是同学，或是同事，或是朋友；；在家中，在野外或是办公室。 总结起来，作为两个美国品牌，肯德基更具中国特色，麦当劳较时髦、年轻、有个性，被较多年轻人喜爱，而肯德基较为成熟，较趋向于家庭，团体及个年龄段的人群，目标客户群范围较大。
小组成员及任务 郑秋萍124042008094（简介，数据） 林华玲124042008098（价格策略） 王慧红124042008107（渠道策略）——组长刘芷琴124042008118 （促销策略） 魏谢婧124042008119（PPT制作） 刘一平124042008130（产品策略） 黄剑兰124042008131 （渠道策略）
二O一O年九月制作 肯德基的国际营销 目录 一．肯德基概述 1. 公司简介 2 发展历程及现状 二．肯德基国际营销分析 1 产品策略 2 价格策略 3 渠道策略 4 促销策略
三．归纳总结 一肯德基的简况 1、肯德基公司简介 肯德基（Kentucky Fried Chicken炸鸡），通常简称为KFC。是来自美国的著名连锁快餐厅，由上校于1952年创建。主要出售炸鸡、汉堡、、汽水等食品。肯德基属于百胜餐饮集团。肯德基总部位于肯德基州路易斯维尔市，是全球最受欢迎的炸鸡连锁餐厅，在世界上80多个国家开设有14000多家肯德基餐厅，每天接待1200多万名顾客。除美国之外的主要市场包括中国、英国、澳大利亚、韩国、墨西哥和法国、德国、荷兰等。肯德基也在印度、俄罗斯和巴西等重要新兴市场随着当地经济的成长快速发展。每家新餐厅的开张不仅提供更多就业机会，同时也为其所在社区注入
了经济活力。 2、发展简史 1930 年，肯德基的创始人哈兰. 山德士在家乡美国肯德基州开了一家餐厅。 1939后山德士潜心研究炸鸡的新方法，终于成功地发明了有十一种香料和特有烹调技术合成的秘方，其独特的口味深受顾客的欢迎, 餐厅生意日趋兴隆, 秘方沿袭至今。肯德基州为了表彰他为家乡作出的贡献, 授予他山德士上校的荣誉称号。 1950年代中期上校的事业在面临一个危机，他的Sanders Cafe 餐厅所在地旁的道路被新建的高速公路所通过, 使得他不得不售出这个餐厅。 1952年转让经销权！ 1969年股票上市！ 1973年6月，第一家家乡鸡在美孚新村开业，其它分后亦很快接连开业。到1974年，数目已达到11家。 1974年9月，肯德基公司突然宣布多家餐店停业，只剩4家坚持营业。到1975年2月，首批进入香港的肯德基全军覆没，
网络行业常用营销策略分析 当今世界，互联网技术高速发展，上网人数不断增多。这种状况逐渐导致了企业营销手段的变化，网络营销作为一种营销手段默默发展了起来。 网络营销的产生，是科学技术的发展、消费者价值观的变革和商业竞争等综合因素所促成的。网络营销产生需要科技基础，21世纪是信息世纪，科技、经济和社会的发展正在迎接这个时代的到来。计算机网络的发展，使信息社会的内涵有了进一步改变。在信息网络时代，网络技术的应用改变了信息的分配和接收方式，改变了人们的生活、工作和学习、合作和交流的环境。企业也正在利用网络新技术的快速便车，促进企业飞速发展。 网络营销是以互联网络为媒体，以新的方式、方法和理念，通过一系列魅力网络营销策划，制定和实施营销活动，更有效的促成个人和组织交易活动实现的新型营销模式。它是企业整体营销战略的一个组成部分，是为实现企业总体或者部分经营目标所进行的，以互联网为基本手段营造网上经营环境的各种活动。 网络营销相对于普通的营销来讲有着如下的竞争优势，开展网络营销给企业带来的最直接的竞争优势是企业成本费用的控制。网络营销采取的是新的营销管理模式。它通过因特网改造传统的企业营销管理组织结构与运作模式，并通过整合其他相关部门如生产部门、采购部门，实现企业成本费用最大限度的控制。利用互联网降低管理中交通、通讯、人工、财务和办公室租金等成本费用，可最大限度地提高
管理效益。许多在网上创办企业也正是因为网上企业的管理成本比较低廉，才有可能独自创业和需求发展机会。 而且互联网上没有时间和空间限制，它的触角可以延伸到世界每一个地方。利用互联网从事市场营销活动可以远及过去靠人工进行销售或者传统销售所不能的达到的市场，网络营销可以为企业创造更多新的市场机会。 在现今激烈的市场竞争中，没有比让顾客满意更重要。利用互联网企业可以将企业中的产品介绍、技术支持和订货情况等信息放到网上，顾客可以随时随地根据自己需求有选择性的了解有关信息。这样克服了在为顾客提供服务时的时间和空间限制。 网络营销是一种以消费者为导向，强调个性化的营销方式；网络营销具有企业和消费者的极强的互动性，从根本上提高消费者的满意度；网络营销能满足消费者对购物方便性的需求，省去了去商场购物的距离和时间的消耗，提高消费者的购物效率；由于网络营销能为企业节约巨额的促销和流通费用，使产品成本和价格的降低成为可能，可以实现以更低的价格购买。 下面我就以肯德基为例，来分析一下网络营销的策略。 1987年，肯德基在中国的第一家餐厅正式营业，以此为起点，肯德基开始逐步融入中国社会，并打造出适合中国国情的营销模式。到目前为止，肯德基在国内一、二级市场开设的店铺已突破1500家，进入了一个高速、平稳的发展时期。作为国际连锁餐饮行业的领导品牌之一，在以往几十年的发展过程中，肯德基无论在全球品牌推广还
一、案例分析 自进入21世纪以来，中国快餐业就取得了持续快速地发展。在对中国的社会及其结构、市场、客户的严密分析基础上的。作为中档快餐，没有一个成熟的商圈将无法支持其日常运转所需客流量。因而中国各大城市未来几十年内逐渐成熟的商圈数量将决定肯德基的市场发展潜量。基于对中国经济的前景和发展势头的乐观估算，肯德基预测它在中国会有一个广阔的发展空间。另外，肯德基进入中国市场的时机非常好。当时的中国餐饮业，特别是特许经营餐饮业还远未成熟，作为第一家进入中国的国际特许经营餐饮业巨头，只要抓住时机努力发展，完全能做到中国快餐业第一品牌。 1986年9月下旬，肯德基公司开始考虑如何打入人口最多的中国市场，发掘这个巨大市场中所蕴含的巨大潜力。虽然前景乐观，但是诸多难题也使肯德基的决策者们倍感头痛，犹豫不决。对这家世界最大的鸡肉餐馆公司来说，面前的中国市场是完全陌生的：肯德基的纯西方风味是否能为中国消费者所接受？开发中国市场，不但需要技术资源，更重要的是还需要宝贵的管理资源。此外，从中国不能汇出大量的硬通货利润，即使是中等水平的汇出也不大可能。最为关键的是，要打入中国市场就必须选择一个特定的投资地点。而这又带有很大的不确定性。在情况并不明朗时，KFC决定对中国市场进行更全面更彻底的调查。面临的首要问题是：第一家肯德基店址应当选在何处？这一决策将对今后的盈利，对在中国其他地区的进一步开拓以及对投入管理资源时的决心等产生戏剧性的影响。 ㈠肯德基对此采取的措施——西方文化和中国特色相结合的战略地制定 （1）首先是进入期时，主要的战略为引入西方式的全新的快餐服务体系和餐饮理念。
1．以其统一标识、统一服装、统一配送方式的全新连锁经营模式，并最终依靠其优质的产品、快捷亲切的服务、清洁卫生的餐饮环境确立了其在中国市场的地位。 2.、一直坚持做到员工100%的本地化并不断投入资金人力进行多方面各层次的培训。从餐厅服务员、餐厅经理到公司职能部门的管理人员，公司都按照其工作的性质要求，安排科学严格的培训计划。为使管理层员工达到专业的快餐经营管理水准，肯德基还特别建立适用于餐厅管理的专业训练基地——教育发展中心。 3．肯德基“以速度为本”的快餐业企业精神使其特别注重发挥团队精神，依靠其团队合作达到的高效率，从而保证了营业高峰期服务的正确和迅速。使其形成了高效灵活、完善先进的管理激励机制其团队合作精神和出色的管理水平正是肯德基立足于市场的秘诀。 4．优质的服务，在肯德基，你得到的服务会比你原来希望得到的服务要多。肯德基的宗旨是顾客至上，正是这一宗旨使每一位来就餐的顾客，无论是大人还是小孩，都会有一种宾至如归的感觉。 （2）在成熟期，制定了中西方相结合的战略： 1．肯德基聘请了10多位国内的专家学者作为顾问，负责改良、开发适合中国人需求的快餐品种。肯德基一直以炸鸡、菜丝沙拉、土豆泥作为当家品种，但是对于中国人饮食口味不断变化，品种过于单一对发展前景不利。老美为迎合中国人的口味相继推出了倍受中国人民欢迎的肯德基“辣鸡翅”、“鸡腿堡”、“芙蓉鲜汤”等品种，对肯德基这家一向注重传统和标准化的老店来说，这是前所未有的转变，肯德基在本地化上的努力得到了消费者的认可和支持。 2．肯德基特别成立了中国健康食品咨询委员会，研究、开发适合新一代中国消费者品味的饮食新产品，以进一步做大市场。 肯德基希望以未来为目标，针对中国市场需求打造一个适应中国的“新快餐”。总结而言，“新快餐”定义为：美味安全、高质快捷；营养均衡、健康生活；立足中国、创意无限。“传统洋快餐”又有其不足之处，顺应而生，才会有了“新快餐”的概念: ①“传统洋快餐”产品种类较少，选择受限；“新快餐”不断开发品种多样的产品，并将适合中国人的口味融合进来，为消费者提供更多选择，提供均衡营养； ②“传统洋快餐”以油炸食品为主，高热量、高脂肪；“新快餐”打破传统，采取多种烹饪方式，符合现代人的饮食健康需求； ③“传统洋快餐”蔬菜品种少，西式口味不受消费者欢迎；“新快餐”针对中国消费者的口味需求，研究不同蔬菜产品。 ④“传统洋快餐”的面对食品安全形式，照搬美国模式；“新快餐”则打造中国模式的食品安全体系。 除此之外，“新快餐”更加关注饮食健康，积极向消费者营养健康知识，针对健康与运动开展社会公益活动。 3.经营模式中国化： “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，至今已超过20年，肯德基1993年在西安开始了加盟业务，目前肯德基已拥有近20家加盟餐厅。肯德基在中国市场的“特许经营”，其条件、模式、费用及特点大致如下：