KFC in Beijing

江苏经贸职业技术学院毕业设计(论文)题目：肯德基有限公司营销策略优化方案系(院) 工商管理学院专业班级 13营策（1）学号学生姓名指导教师杨屏职称副教授指导教师职称2016 年05 月10 日改革开放以来，中国经济蓬勃发展，自从加入WTO之后，外国资本纷纷开始进入中国市场，西方餐饮企业瞄准了中国这块大蛋糕，登陆了中国市场。

肯德基自1987年在北京前门开了第一家中国肯德基餐厅后，一直十分重视中国市场的开发，在取得了一定的成功后，众多外国企业也开始涌入中国市场，并且许多本地企业也开始加入加大投入想要分得一杯羮，然而肯德基公司却能以其优质的产品与服务，良好的品牌形象，优秀的营销策略在众多竞争对手中脱颖而出，成功登顶中国餐饮业。

本文对营销策略的概念做了阐述，并分析了肯德基公司的营销策略，指出了开展执行营销策略的必要性，并对其中的一些问题做了深入的探讨并提出了一些建议，并展望了肯德基的未来发展。

关键词：营销策略；肯德基；发展；餐饮业；中国市场Since the Chinese economic reform, China's economy has developed rapidly, since our country join WTO, foreign capital have begun to enter the Chinese market, western catering business aimed at China，a piece of cake, landing in the Chinese market.Since 1987 in Beijing Qianmen，KFC opened the first Chinese restaurant, has always attached great importance to the development of the Chinese market, achieve a certain success, many foreign companies also began pouring into the Chinese market, and many local enterprises also began to join to increase investment to share a cup of soup. However, KFC company can with its high-quality products and service, a good brand image and excellent marketing strategy in many competitors come to the fore, the success of the summit of Chinese catering industry.In this paper, the concept of marketing strategy is expounded, and analysis of the KFC company's marketing strategy, points out that carrying out the necessity of marketing strategy implementation, and to some of these problems do the deep discussion and puts forward some suggestions, and looks forward to the future development of the KFC.Keywords：marketing strategy；KFC；development；Chinese market；catering industry目录引言 (1)第一章营销策略的概述 (2)1.1营销策略的概念与目的 (2)1.1.1 营销策略的概念 (2)1.1.2营销策略的目的 (2)1.2三大营销策略 (2)1.2.1网络营销 (2)1.2.2连锁营销 (2)1.2.3广告营销 (3)1.3营销策略的影响因素 (3)1.3.1 宏观因素 (3)1.3.2 微观因素 (3)第二章肯德基有限公司的概况及其分析 (4)2.1肯德基公司的发展及现状 (4)2.2肯德基公司的SWOT分析 (5)2.2.1优势S/机会O (5)2.2.2劣势W/威胁T (6)第三章肯德基有限公司的营销策略研究 (7)3.1儿童品牌领导地位的确立 (7)3.2本土化策略的顺利推进 (7)3.2.1产品的本土化 (7)3.2.2员工的本土化 (8)3.3优质的服务策略 (8)3.3.1整洁干净的就餐环境 (8)3.3.2 高质量的产品 (9)3.3.3 周到且快速的服务 (9)3.4 渠道策略 (9)3.4.1 准确选址，以大城市为突破口 (10)3.4.2 “不从零开始”特许经营，颇具中国特色的代表性策略 (10)3.5 促销策略 (10)3.5.1 网络促销 (10)3.5.2 全方位覆盖并且有创意的广告宣传 (11)3.6 关注饮食健康，宣传良好饮食习惯 (11)3.7 热心公益事业，积极回馈社会 (11)第四章肯德基营销策略的优化及前景展望 (12)4.1树立良好的企业形象 (12)4.1.1 “秒杀门”事件及反思 (12)4.1.2 策划并执行好每一次营销 (12)4.2 拓宽营销渠道，加大与本土厂商的合作 (12)4.3 对肯德基营销策略前景的展望 (13)结束语 (14)参考文献 (15)肯德基有限公司营销策略优化方案引言[选题过程]随着改革开放的顺利进行，我国综合国力大幅度跃升、人民生活水平逐渐提高、人均收入水平不断提升，随着生活节奏的加快，快餐业得到了巨大的发展，众多国际知名快餐企业纷纷来华投资，在如此竞争激烈的市场中，快餐行业中的佼佼者肯德基却脱颖而出，凭借着味美的产品和先进优秀的服务营销策略在中国越来越受消费者的欢迎，取得了巨大的成就，成为了快餐业中不可翻越的一座大山，这值得我们深思与学习。

案例分析KFC Is short forKentucky Fried Chicken营销策略分析通过在之前的简介和宏观分析，肯德基在中国的市场定位是小孩和青年。

我们现在得出营销策略分析，从4P的角度。

㈠产品在产品定位上，肯德基不像麦当劳，麦当劳以汉堡为主打较为适合欧洲人。

而肯德基以鸡肉的产品为主，更适合中国人的口味。

2000年，肯德基邀请40 余位国家级食品营养专家，成立了“中国肯德基食品健康咨询委员会”，开发适合中国人口味的产品：老北京鸡肉卷、番茄蛋花汤、川香辣子鸡、营养早餐等不一而足。

肯德基食品追求的是“营养均衡、健康生活”。

产品组合的宽度：主食类、副餐、配餐、甜点、冷饮、热饮。

这些都是中国大众喜欢的食品。

1987年肯德基进入中国的北京，当时肯德基就只有8种产品，大多数是美国引进的传统产品，但是随着入驻中国，肯德基的产品已有50多种，很多都是为了中国消费者开发的，像老北京鸡肉卷、四季鲜蔬、早餐的油条、粥等，这些都非常符合中国大众的口味。

肯德基入驻中国的总策略是“立足中国，融入生活”，在进入中国之初，肯德基就设立长远目标：把中国肯德基（KFC）品牌做成中国餐饮业的第一品牌，甚至是全世界的餐饮品牌。

之后的肯德基始终秉承了：“中国餐饮品牌的第一品牌“在消费者心中树立起一个崭新的形象。

㈡价格肯德基食品的价格定位居中，每当推出新的汉堡时，价格一般定在12至14元之间，这样的价格比较能让消费者接受；肯德基还采取折扣与让价的策略，如优惠券：肯德基为吸引更多的消费者，推出一系列的优惠价，让顾客享受到了更多的价格折扣。

同时不是特别低的价格，会给竞争对手带来一部分利益，共分一杯羹。

肯德基在竞争中会进行价格调整，在与麦当劳进行竞争时，会随着麦当劳适当的降低价格、稳定价格、抬高价格。

在与强大的竞争对手进行竞争时，肯德基必须要采取相应的措施，这样才能稳定市场。

㈢分销肯德基在分销渠道上采用连锁经营模式和直销模式。

连锁经营模式核心特征是以连锁店为经营平台，以连锁店的扩张速度与成功率为核心考评指标的商业模式，其经营目标在于追求最大利润的同时，尽可能地追求最大的单店利润。

关于中国快餐发展行业的英文作文The Rise of Fast Food in ChinaHi there! Do you like hamburgers, fries, and chicken nuggets? If so, then you're a fan of fast food, just like many kids and adults all over China. Fast food restaurants have been spreading quickly across the country in recent years, and they're super popular! Let me tell you all about the rise of fast food in China.Not too long ago, there weren't many fast food chains in China. Traditional Chinese food from little restaurant shops and street vendors was the norm. But in the late 1980s, things started to change. Kentucky Fried Chicken (KFC) became the first major American fast food brand to open restaurants in China. The first KFC opened in Beijing in 1987.At first, some people were unsure about this strange "Western" food. Would Chinese people really want to eat fried chicken, burgers, and fries instead of dishes like dumplings, noodles, and stir-fries? As it turned out, the answer was a resounding "Yes!" KFC was a major hit, especially among younger people eager to try this exciting new dining experience.McDonald's arrived on the scene a few years later in 1990, also opening its first restaurant in Beijing. Just like KFC,McDonald's was an instant smash. People loved the Golden Arches, the Big Macs, and those world-famous French fries. More American chains like Pizza Hut followed closely behind in the early 90s.The growth of fast food in China was just getting started. As the economy boomed and living standards rose, more and more Chinese people had money to spend on affordable fast food meals. These restaurants were convenient, delicious, and represented a taste of modern Western culture that many Chinese consumers craved.Not to be outdone, Chinese homegrown fast food brands started popping up as well. Companies like Real Kung Fu borrowed recipes and cooking techniques from ancient Chinese traditions, but presented them in a modern fast food style that appealed to youth. Dico's originated in Taiwan, bringing tasty fried chicken and burgers with an Asian flair.Today, you can find all sorts of fast food joints on nearly every street corner in China's major cities. From Beijing to Shanghai, Guangzhou to Chengdu, the fast food landscape is absolutely booming. Western brands like KFC, McDonald's, Burger King, and many more dot the urban landscape. At thesame time, Chinese companies like Kung Fu and Dico's continue to grow rapidly too.The Chinese fast food market has become so huge that restaurant chains all over the world want a piece of the action. You can now find big brands like Subway, Dairy Queen, Carl's Jr., and even Russian kebab chain Doner Kebab House jostling for space in shopping malls and on busy streets.While fast food is undeniably popular, not everyone is a fan. Some people worry that it's not healthy, with too many calories, salt, sugar, and fat. They argue that traditional Chinese cuisine is much more nutritious and balanced. The booming fast food sector has also raised concerns about food safety at times, with some outlets getting in trouble for using expired ingredients or poor hygiene practices.Still, millions upon millions of Chinese people clearly can't get enough of fried chicken sandwiches, cheeseburgers, french fries, milkshakes, and all the other greasy, tasty, addictive fast food goodies. When you're a busy student or office worker in a rushed modern society, sometimes you just want a super convenient, affordable, and yummy meal after a stressful day.So whether you consider fast food to be a blessing or a curse for public health, there's no denying its soaring popularity acrossChina. Next time you're strolling around Shanghai and you get a whiff of sizzling beef patties on the grill at the local Mickey D's, just remember - it's all part of China's blazing hot fast food revolution!。

中国的第一家KFC的选址问题KFC在中国有以下几个备选城市：天津、北京、上海、广州。

天津优势：Tony Wang之前与天津市政府已经有了合作基础，发展了良好的关系（对于讲究人际关系的中国来说，这点非常重要），在政策方面可以取得政府支持，政府为了本地经济的发展，可以协调各方面的利益。

劣势：1、天津虽然是直辖市，但是其政治、经济、文化等各方面的影响力都没有北京、上海大，不能为肯德基最后向全国市场的渗透提供必要的条件。

而且天津市的人口较少，人民生活水平不高。

2、天津的国际知名度不高，西方人很少去天津旅游。

3、天津缺乏谷物喂养鸡，购买诸如鸡肉调料、包装物和生长素等重要原料，都必须有一些硬通货，而大部分销售收入来自软通货币人民币，成本高，利润回流率低。

北京优势：1. 北京一直是中国的政治和文化中心，对于整个中国有著举足轻重的影响力，这一点很切合KFC向全国渗透的战略。

2. 北京居民相对比较富裕，思想也较开明，因而更有利于获取人民币收入。

3. 北京有众多的历史古迹、文化遗址，国际影响力大，是西方旅游者的汇集点。

这意味著外汇券也会有充足供应。

4. 在北京开设第一家分店会提高社会关注度，并通过中央政府的默许在北京以外的其他地方进行未来的扩展。

5. 在北京附近有许多家禽供应点，可以满足KFC的原材料需求。

劣势：从经营和政治观点来看，北京比其他备选城市有更大的风险。

高度的粗放经营使政府为政治目的而干涉经营的可能性达到最高。

上海优势：1. 上海是中国最大的城市，人口众多，市场份额大，对于全国的经济影响力极大。

2. 上海是中国最早的对外通商口岸之一，与西方人的交往由来已久，西方的商业和文化影响非常大，亦可以吸引外国观光旅游者。

3. 上海地处中国东南沿海的长江三角洲，物产丰富，能够轻易得到大量高品质肉鸡的充足供应。

4. 上海的旅游餐饮行业发达，可以为KFC提供很好的合作伙伴。

5. 上海居民思想较其他地区居民思想更为开放，容易接受新鲜事物。

关于快餐在中国的发展文章英语作文全文共6篇示例，供读者参考篇1The Rise of Fast Food in China: A Tasty AdventureHi there! My name is Xiaoming, and I'm a nine-year-old boy from Beijing. Today, I want to share with you an exciting story about the rise of fast food in my country, China. Get ready for a delicious adventure!When I was younger, my grandparents would often talk about how things used to be in the old days. They would reminisce about the times when everyone ate home-cooked meals, and the idea of fast food was unheard of. Back then, people took their time to prepare and savor every meal, and the thought of grabbing a quick bite on the go was almost unimaginable.However, times have changed, and fast food has become a big part of our lives in China. It all started with the arrival of famous American fast-food chains like McDonald's and KFC in the late 1980s and early 1990s. At first, people were fascinated bythe idea of grabbing a burger or a bucket of fried chicken in just a few minutes. It was like magic!I remember the first time my parents took me to a McDonald's. I was mesmerized by the golden arches and the bright, colorful interior. The smell of fries and burgers wafted through the air, and I couldn't wait to try this newfangled cuisine.I still remember the taste of my first Happy Meal – the juicy burger, the crispy fries, and the exciting toy that came with it. It was like nothing I had ever experienced before!As the years went by, more and more fast-food chains started popping up all over China. From KFC to Pizza Hut, Burger King, and even some homegrown chains like Dicos and Real Kung Fu, the options seemed endless. Each restaurant offered its own unique flavors and experiences, and us kids were the biggest fans!But fast food in China isn't just about the international chains. Our country has also embraced its own unique take on fast food. One of my favorite things to eat is jianbing, a savory crepe-like snack filled with egg, vegetables, and various sauces. It's like a portable breakfast that you can enjoy on the go! And let's not forget about the beloved baozi (steamed buns) andjiaozi (dumplings) – they're like little pockets of deliciousness that you can find at street stalls or take-out counters.But you know what? I think fast food has become a part of our culture in China. It's not just about the food itself, but also about the experience of grabbing a quick bite with friends or family, or even just enjoying a moment of convenience in our busy lives.So, there you have it – the rise of fast food in China, as told by a nine-year-old boy with a big appetite for adventure and new culinary experiences. Whether it's a burger, a plate of jianbing, or a steaming basket of baozi, fast food has become a beloved part of our culture. And as long as we enjoy it in moderation and balance it with healthy choices, I think we can all indulge in this tasty phenomenon from time to time.Now, if you'll excuse me, I hear the sizzle of some French fries calling my name!篇2The Rise of Fast Food in ChinaHi there! My name is Xiaoming and I'm 10 years old. Today, I want to tell you all about the fascinating topic of fast food andhow it has become a huge part of life in China over the past few decades.You see, when my parents were kids back in the 1980s, fast food was still a pretty new and exotic thing in China. There were only a handful of restaurants like McDonald's and KFC in the really big cities like Beijing and Shanghai. My mom remembers going to her first McDonald's when she was a teenager – she thought it was the coolest, most modern place ever!But fast forward to today, and fast food is everywhere you look in China. All the big American chains like McDonald's, KFC, Burger King and Pizza Hut have thousands of locations here. But we also have tons of awesome Chinese fast food joints that serve up delicious noodles, dumplings, fried rice and more.My favorite is a chain called Kungfu that makes thesemind-blowingly good hand-pulled noodle bowls. The chefs stretch and twirl the dough into these crazy long noodles right in front of you. It's like a martial arts performance but the noodles are the weapons! I could honestly watch them do that all day.Another thing I love about Chinese fast food is how they take inspiration from different regional cuisines. Like at Kungfu, you can get noodles in a mouth-watering beef stew from thenorthwest, or a fiery Sichuan dan dan noodle bowl. It's the best of China's amazing food culture but in a fast, convenient format.KFC is also insanely popular here. I'm talking there are KFCs literally on every other street corner in some cities! They roll out all these crazy, limited-time items that generate huge hype like the Chizza (a weird pizza with a chicken crust) or the Lunjiao Chicken (chicken covered in these addictive battered crunchy bamboo shoots). People go nuts for that stuff!In fact, fast food is such a big deal in China now that the biggest chains here actually outperform the same brands in other countries. The revenue from KFC's China operations alone is larger than from the entire United States! Wild, right?There's just something about the convenience and affordability of fast food that really resonates with China's huge population of students, office workers and families. With so many people living in densely packed urban areas, being able to quickly grab a meal on-the-go is a life-saver.With just a few taps, you can order burgers, fried chicken, noodles, drinks – you name it – and have it brought straight to your door in 30 minutes or less. No more waiting in lines or dealing with crowded restaurants! My parents use it all the time when they work late nights. As for me and my friends, we'll oftenpool our pocket money to order a fast food feast while we're having sleepovers or gaming sessions.The delivery drivers who make those lightning-quick food runs are like superheroes in my eyes. I've seen them zigzagging through traffic on scooters with those iconic insulated food boxes strapped to their backs. Shoutout to all the delivery brothers and sisters out there – you guys are the real MVPs!But I think the fast food companies have been making good faith efforts to address those issues. Nowadays, you'll find healthier items like salads, wraps and veggie burgers on most menus. They're also actively exploring more eco-friendly packaging and investing in plant-based protein alternatives.There's still work to be done for sure. But I'm hopeful that through a combination of corporate responsibility, sensible regulations and educated consumers making smart choices, we can find a way to enjoy the convenience of fast food in a more sustainable way.At the end of the day though, there's no denying that fast food has embedded itself into the social fabric and daily lifestyle of modern China. It's hard for me to even imagine what my childhood would be like without being able to meet up with my squad at KFC or rally the squad for a Kongfu noodle run.Fast food is just such an integral part of the culture of dining, socializing and celebrating here. From first dates to birthday parties to family reunions, chances are a fast food restaurant or delivery order is somehow involved!So there you have it – that's the full scoop on China's wild ride with fast food over the past few decades. Whether you love it, hate it, or feel a little bit of both, one thing's for sure: fast food isn't going anywhere in China anytime soon. In fact, I've got a feeling the best is yet to come for China's fast food revolution!篇3The Rise of Fast Food in ChinaHi there! My name is Xiao Ming, and I'm a 10-year-old student from Beijing. Today, I want to tell you all about the fascinating rise of fast food in my country, China.When I was a little kid, my parents used to take me to small local restaurants or food stalls to eat. We would enjoy traditional Chinese dishes like dumplings, noodles, and stir-fries. These places were usually family-owned, and the food was cooked fresh right in front of us. It was delicious, but it also took a lot of time to prepare and enjoy a meal.Then, a few years ago, something new started appearing in the cities – these big, shiny restaurants with bright logos and drive-thru windows. They were called "fast food" places, and they promised to serve meals in just a few minutes! At first, my parents were a bit skeptical. They weren't sure if the food would be as tasty as the traditional dishes we were used to.But one day, my curiosity got the better of me, and I begged them to take me to try one of these fast food restaurants. We went to a place called KFC (short for Kentucky Fried Chicken), which had come all the way from America! The moment we stepped inside, I was amazed. The restaurant was spotlessly clean, and there were big, colorful menus on the walls showing all kinds of burgers, chicken, fries, and drinks.We placed our order at the counter, and in just a few minutes, our food was ready! I couldn't believe how quickly they had cooked and prepared everything. I took a big bite of my chicken sandwich, and to my surprise, it was absolutely delicious! The crispy fried chicken was juicy and flavorful, and the soft bun was perfect for holding everything together.From that day on, my family became hooked on fast food. We started trying out different chains like McDonald's, Burger King, and Pizza Hut. Each one had its own unique menu andflavors, but they all shared one thing in common – the food was tasty, convenient, and always ready in a jiffy.Fast food quickly became a huge hit in China, especially among young people like me. We loved the novelty, the flavors, and the fact that we could grab a meal without having to wait forever. Plus, many of these restaurants had playgrounds, toys, and other fun things to keep kids entertained while they ate.But fast food didn't just appeal to kids; adults loved it too! Busy office workers could quickly pick up a burger or salad during their lunch break without having to waste time cooking. Families could enjoy a casual dinner out without spending too much money or time.As fast food grew more popular, more and more international chains started opening branches in China. We got to try foods from all over the world, like Mexican tacos, Italian pizzas, and Japanese sushi rolls. It was like taking a culinary journey without ever leaving the country!To address these concerns, many fast food chains started offering healthier options like salads, fruit cups, and grilled items. They also began incorporating some Chinese flavors and ingredients into their menus, like dumplings, fried rice, and kung pao chicken.These days, fast food is a huge part of life in China. You can find popular chains like KFC, McDonald's, and Pizza Hut in almost every city and town. But there are also plenty of local fast food chains that have popped up, offering their own unique twists on burgers, fries, and other quick bites.Personally, I still enjoy a good fast food meal now and then. It's convenient, tasty, and a fun way to try different flavors from around the world. But I also appreciate the traditional Chinese dishes my grandparents make for us. I think there's room for both in our modern lifestyles.Who knows, maybe one day I'll open my own fast food restaurant that combines the best of both worlds – the speed and convenience of fast food, with the rich flavors and traditions of Chinese cuisine. Now, wouldn't that be something special?Well, that's the story of how fast food took China by storm. From a curious novelty to a cultural phenomenon, it's been quite a journey! And who knows what the future holds for thisever-evolving industry? One thing's for sure – I'll be watching with great interest (and maybe a side of fries too)!篇4The Rise of Fast Food in ChinaHi there! My name is Xiaoming and I'm going to tell you all about the fascinating world of fast food in China. Get ready for a tasty adventure!First things first, let's talk about what fast food is. You probably already know that it's food that can be prepared and served quickly. But did you know that the idea of fast food has been around for a really, really long time? Even ancient societies had their own versions of fast food, like flatbreads, soups, and skewered meats that could be eaten on-the-go.In China, we have a long history of street food vendors selling delicious snacks and meals to hungry passersby. From savory jianbing (crispy crepes) to sweet tanghulu (candied fruit on a stick), these tasty treats have been a part of Chinese culture for centuries.But modern fast food, as we know it today, is a bit different. It all started in the United States with places like McDonald's and Burger King. These restaurants served burgers, fries, and shakes in a quick and convenient way. At first, they were just a fun novelty, but soon they became incredibly popular, especially with kids like me!It wasn't until the late 1980s and early 1990s that fast food chains began to make their way into China. KFC was one of thefirst to arrive, opening its first restaurant in Beijing in 1987. Can you imagine how excited people must have been to try this new kind of food?At first, many Chinese people were a bit hesitant to try Western-style fast food. It was so different from the traditional dishes they were used to. But as time passed, more and more people started to develop a taste for burgers, fries, and all the other tasty treats these restaurants had to offer.As fast food became more popular, local Chinese companies started to get in on the action too. Brands like Real Kung Fu and Dico's began popping up, offering their own unique takes on fast food with a distinctly Chinese flair.Nowadays, fast food is everywhere in China. You can find familiar Western chains like McDonald's and KFC, as well as homegrown favorites like Kung Fu and Dico's, in cities and towns all across the country. Some people even call China the "fast food kingdom"!But with all this fast food around, there's been some debate about whether it's a good thing or not. On one hand, it's convenient, tasty, and affordable, which is great for busy families and people on-the-go. On the other hand, some people worrythat too much fast food can lead to health problems like obesity and heart disease.My mom always tells me that fast food should be an occasional treat, not an everyday thing. She says it's important to eat a balanced diet with plenty of fruits, vegetables, and traditional Chinese dishes too.Personally, I think fast food is pretty awesome, but I also try to be mindful of how much I eat. It's all about finding a balance and making smart choices. And who knows, maybe one day I'll open my own fast food restaurant with a cool new twist on burgers and fries!So there you have it, my take on the rise of fast food in China. It's been an exciting journey, and I can't wait to see what the future holds for this delicious industry. Just don't forget to save me a few fries, okay?篇5The Rise of Fast Food in ChinaHi there! My name is Xiaoming and I'm 10 years old. Today I want to tell you all about the cool fast food restaurants that havebeen popping up everywhere in China. It's such an exciting trend!Just a few decades ago, there wasn't much fast food at all in China. People mostly ate homecooked meals or went to traditional restaurants. But then some American fast food chains like KFC and McDonald's decided to open locations in China in the late 1980s and 1990s. At first, there were just a few restaurants in the big cities like Beijing and Shanghai. But Chinese people were really curious to try this new type of food!The fast food chains had to make some changes to adapt to Chinese tastes though. For example, at KFC they added rice dishes and soy milk drinks to the menu. McDonald's created things like the Taro Pie, which has a popular flavor from a root vegetable. Slowly but surely, more and more people in China started enjoying fast food.As Chinese people became more wealthy over the years, the fast food business went bonkers! So many new locations opened up everywhere – in cities, suburbs, and even smaller towns. My grandparents remember when getting fast food was really rare and special. But now there are fast food places on nearly every street corner! You can even get delivery to your home.Another huge development has been the rise of modern fast food courts and food trucks in China. These places have such a wide variety of quick, tasty options from all kinds of cuisines. You can get burgers, sushi, pasta, bbq skewers, and more – all in one place! It's perfect for when my friends and I are hungry but can't decide what we want.Speaking of friends, eating fast food is definitely seen as a social activity for kids and teenagers in China now. We'll often meet up at a food court or hit the drive-thru after school. Heck, a lot of people even have fast food at their birthday parties now! It's hard for me to imagine a time when that wasn't common.I have to admit, I'm a total fast food fanatic. My favorite is pizza from the chain X-Bites. They have so many wild topping combinations like dried shredded pork and scrambled eggs! My mouth is watering just thinking about it. My friends all have their different favorites too – one is obsessed with these crispy chicken sandwiches, another always gets burgers.Speaking of variety, one of the coolest things about fast food in China today is how many different types there are now. You've got burgers, chicken, pizza, noodles, rice dishes, stuffed buns, and beverage shops on every corner. There's just so muchto choose from! No wonder my mom calls it a "fast food paradise."With all these choices though, sometimes it can be hard to pick something healthy. A lot of fast food is pretty unhealthy and heavy, as I'm sure you know. Too much of it isn't good for growing kids like me. That's why I always try to balance it out by eating homecooked meals and veggies too. Everything in moderation!Still, I don't see the fast food craze slowing down in China anytime soon. It's just become such a huge part of modern life and culture, especially for young people like me. Nowadays, grabbing a quick bite at a chain restaurant is just...normal. It's safe, yummy, cheap, and didn't take long to prepare. What's not to love about that?As long as the fast food places keep innovating with new and crazy menu items, I'll keep being a loyal customer. Heck, maybe I'll even work at a fast food restaurant as my first job! It would be a dream to come up with wacky burger and dessert ideas. I can see it now: the Xiaomin Kid's Meal, complete with a cute panda toy!Well, that's the scoop on fast food in China from a real10-year-old's perspective. It's been a total gamechanger over thepast few decades. From just a few American chains to a massively booming industry with global and local brands, China has truly embraced the fast food revolution. And for kids like me, it's just a normal and fun part of life. Though I do try to remember the importance of balance - a burger today, stir-fried veggies tomorrow! Thanks for reading, and happy eating!篇6The Rise of Fast Food in ChinaHi there! My name is Xiaoming and I'm a 10-year-old kid from Beijing. Today, I want to talk to you about something that has become a big part of our lives in China – fast food! You know, those restaurants like KFC, McDonald's, and Burger King where you can get your food really quickly.When I was younger, my parents didn't take me to fast-food places very often. They preferred cooking at home because they believed homemade food was healthier. But over the years, things have changed a lot! Nowadays, you can find fast-food restaurants everywhere in China, even in small towns and cities.I remember the first time I went to a KFC with my family. It was a big deal! We had heard so much about it, and we were really excited to try the fried chicken and French fries. Therestaurant was so shiny and clean, and the staff were all dressed in bright red and white uniforms. Everything looked so different from the small local restaurants we usually went to.When the food arrived, I was amazed! The chicken was crispy and juicy, and the fries were hot and salty. It tasted nothing like the food my mom made at home, but in a good way. I gobbled everything up in no time! My parents were a bit hesitant at first, but they ended up enjoying the food too.From that day on, we started going to fast-food places more often. It was just so convenient, especially when we were in a hurry or didn't feel like cooking. And it wasn't just KFC –McDonald's, Burger King, and even some Chinese fast-food chains like Real Kung Fu and Dico's started popping up everywhere.At school, my friends and I would often talk about our favorite fast-food restaurants and menu items. Some kids loved the burgers from McDonald's, while others preferred the chicken nuggets from KFC. We would even have debates about which restaurant was the best!But it's not just kids who love fast food in China – adults do too! My parents' friends often suggest going to a fast-food place for a quick lunch or dinner when they get together. It's just soconvenient, and they don't have to worry about cooking or cleaning up afterwards.Nowadays, fast-food restaurants in China are not just copying Western chains – they're also creating their own unique offerings. For example, KFC has introduced dishes like egg tarts and dragon twists (a pastry filled with chicken and vegetables) to cater to local tastes. McDonald's has also started offering things like rice burgers and even spam burgers in some parts of China!I find it really fascinating how fast food has evolved in China over the years. When it first arrived, it was seen as a novelty –something exotic and Western. But now, it has become a part of our everyday lives, just like traditional Chinese cuisine.But I can't deny that fast food has its place in our lives. It's convenient, tasty, and sometimes even fun! Plus, with all the new creative offerings popping up, there's always something new and exciting to try.So, the next time you visit China, be sure to check out the fast-food scene. You might be surprised at how much it has evolved and how it has been adapted to local tastes. Who knows, you might even discover a new favorite dish!That's all from me for now. I hope you enjoyed learning a bit about the rise of fast food in China. Until next time, happy eating!。

KFCKFC (Kentucky Fried Chicken) is a fast food restaurantchain which specializes in fried chicken and is headquartered in Louisville, Kentucky, United States (US). It is the world's second largest restaurant chain overall (as measured by sales) after McDonald's, with over 18,000 outlets in 120 countries and territories as of December 2012. The company is a subsidiary of Yum! Brands, a restaurant company that also owns the Pizza Hut and Taco Bell restaurant chains.KFC was founded by Harland Sanders, a colorful figure who began selling fried chicken from his roadside restaurant in Corbin, Kentucky, during the Great Depression. Sanders identified the potential of the restaurant franchising concept, and the first "Kentucky Fried Chicken" franchise opened in Utah in 1952. KFC popularized chicken in the fast food industry, diversifying the market by challenging the established dominance of the hamburger. By branding himself as "Colonel Sanders", Harland became a prominent figure of American cultural history, and his image remains widely used in KFC advertising.The logo used since 2006 Type SubsidiaryIndustry RestaurantGenre Fast foodFounded 1930 in North Corbin, Kentucky (original)1952 at 3900 South State St, Salt Lake City, Utah (franchise)Founder(s) Harland SandersHeadquarters 1441 Gardiner Lane, Louisville, Kentucky, United States (Operational Headquarters)[1]1209 North Orange St, Wilmington, Delaware, United States (Incorporation)[1]Number oflocations18,000 (2012)[2]Key people David C. Novak, Chairman and CEO of Yum! Brands[3] Roger Eaton, Chairman and CEO of KFCProducts Fried chicken, chicken burgers, wraps, French fries, soft drinks, salads, desserts, breakfastRevenue US$15 billion (2011)[4]Parent Yum! Brands Important Date 1930 Colonel Harland Sanders opened a small restaurant▪1952 Franchise▪1969 Floatation of shares▪1986 Be bought by Pepsi Group▪1987 Open the first KFC Kitchen in Beijing▪1997 Establish PepsiCo food group▪2008 Become the leader in the U.S.chicken quick serve restaurant (QSR) Management StructureManagement System●Q Quality●S Service● C Clean●V ValueMarket Coverage40 percent market shareServes more than 12 million customers each dayCover 80 countries and territories around the worldOperate more than 14,000 restaurants internationally, 5,200 restaurants in US.Market Coverage in AmericaMarket Coverage in ChinaFour Ps●Products●Price●Place●PromotionProduct• Streetwise: Vega Smacker, Chicken Smacker, Snack Box, Rizzo Rice, Razor Gravy,Mini Crusher,• Snacks: Popcorn Chicken, Hit Wings, Boneless chicken strips• Veggie Selection : Vega Snicker, Vega Zinger, Vega Strip with Salsa• Toasted Wraps• Burger: Vega Zinger, Chicken Zinger, Tower Zinger• Box Meal• Chicken Delight : Fiery Grilled, Hot and Crispy, Original Recipe• Bucket Chicken• Signature sides: Corn on the cob, Coleslaw, Fries• Crusher: Frappe, Iced Mochaccino, Iced Cappuccinos• Desserts: Soft whirl, Chamorro, Brownie SundaePriceKFC follows both optional pricing and mixed bundling pricing. A consumer can buy dishes from the basic menu and go for add-ons (Optional pricing) and there are combo offers which comprise a mix of items. The pricing of products ranges approximately from 25 Rs. to ~675 Rs. KFC has variety of options in each category, For e.g.: In Bucket, there are menus with 8pcs, 12pcs and also 12pcs variety bucket(Hot & Crispy Original Recipe and Chicken Strips).PlaceKFC initially opened its outlets in metros and Tier I cities, now it has gradually moved to Tier II cities where the buying power is one the rise due to rapid urbanization. KFC has its outlets in all major cities and has overtaken Pizza Hut in Quick service restaurants. By the year 2015, KFC is expected to have 500 outlets in India.PromotionKFC does promotional activities by offering add-ons to the existing menu, gift coupons, T-shirts, Kids meal etc. KFC promotes its products through LCD displays kept inside its outlets which promotes their products and kindles desires among consumer. India being the country with largest youth population has favored the growth of KFC and it has become the fastest growing fast food chain in India pushing aside McDonalds’ and Pizza Hut.Customer AnalysesProfile criteria:1. Gender:KFC is for each gender both male and female.2. Income:Everyone can use the KFC service upper and middle class .3. Age:Age limitation for using this product above 154. Occupation:B y p r o f e s s i o n a l s o e v e r y o n e c a n u s e t h i s p r o d u c t m e a n s businessman student workers and other peoples.5. Education:It has no need more education that why the person who know something can easily enjoy with this product.6. Family life cycle:KFC is suitable in every stage of life like single married couple and also those who have children can use this product.7. Lifestyle:T hi s pr od u ct i s u s ed i n ev e r y l e v el o f s o ci al cl as s l i k e upp e r, middle class.8.A t i t u d e:When the customers once buy this product after that they can use the product continuously.9. Purchasing decision:O f t e n K F C c h a n g e s t h e p u r c h a s i n g d e c i s i o n o f customers because of its good attributes.10. Geographic region: Geographically KFC is used in every part of the country as wellCompetitorsMcDonald’s is a famous and successful fast food chain in the world which owns 33,510 fast food restaurants located in 119 different countriesReasons for the success in the ChinaKFC has devoted itself to working onestablishing a “Chinese” brand and adjust to Chinese life.•For example :•Dragon Twister (Chicken roll of Old Beijing)•Soybean milk•Fried bread stickKFC was the first Western fast food company in China with an outlet opening in Qianmen, Beijing in November 1987. It is the largest restaurant chain, with 4,400 outlets, leading Clifford Coonan of The Irish Times to describe KFC as "by far the most pervasive symbol of Western culture in China." In 1989 KFC had three outlets in Beijing; by 1994 this had risen to 28 across the country, including 7 in Beijing.KFC believes it has been successful in China because it has adapted its menu to suit local tastes, offering such items as rice congee, egg custard tarts and tree fungus salad, with an average of 50 different menu items per store. Chinese consumers enjoy spicy chicken, and the Zinger burger is the highest selling menu item Another item is the Dragon Twister, a wrap that includes fried chicken, cucumbers, scallions, and duck sauce. The chain is aided in that fried chicken has been a staple Chinese dish since antiquity, whereas rival chain offerings such as hamburgers are foreign and relatively unknown. The chain has adapted to a market in which, as of 2010, there were only three restaurants per million of population in contrast to the sixty per million in the United States: stores are two to three times larger than American (and European) outlets; many are open 24 hours a day and provide home delivery; and two new products are released each month.[ Warren Liu, a former vice-president of Trico Global Restaurants (the KFC parent company) argued that, "being the first ... has continued to provide KFC with a substantial competitive advantage."Ninety per cent of Chinese sites are company owned, in contrast to just 11 per cent internationally. The chain immediately set itself apart in the late 1980s when it hired managers from emerging Asian economies rather than importing American managers. KFC also created its own distribution infrastructure, as none existed previously. After this start, the chain's continued growth in the region can be largely credited to Yum! Brands chief executive David Novak, who expanded 100 stores in 1997 to 4,400 in 2013. Since 2006, Yum! Brands has also operated the East Dawning chain, which incorporates Chinese cuisine alongside the traditional KFC menu items.In 2008, David Novak said that he envisioned eventually operating more than 20,000 restaurants in China, saying: "We're in the first innings of a nine-innings ball game in China”. At the start of 2008, the chain added its first Chinese street snack to its menu, the youtiao. The street snack menu was expanded in 2010 with the addition of the shaobing. In August 2010, KFC China had its biggest product launch to date: the Rice Bowl heralded the arrival of rice as an accompaniment across the chain. In December 2012, the chain was hit by allegations that its suppliers injected antiviral drugs and growth hormones into poultry in ways that violated food safety regulations.[57] This resulted in the chain severing its relationship with 100 suppliers, and agreeing to "activelyco-operate" with a government investigation into its use of antibiotics. KFC China sales in January 2013 were down 41 per cent against the previous year. In May 2013, Businessweek speculated that KFC may be "losing its touch" in China.Kentucky Fried Chicken(KFC)国际商务学院国际经济与贸易系 2011级2班姓名：夏国强学号：1140102006学号：。