本文選題：肯德基 + 跨文化市場(chǎng)營(yíng)銷�。� 參考：《天津商業(yè)大學(xué)》2013年碩士論文

【摘要】：隨著全球經(jīng)濟(jì)的不斷發(fā)展,文化日益成為制約現(xiàn)代企業(yè)發(fā)展的重要因素,并在跨文化市場(chǎng)營(yíng)銷中占據(jù)非常重要的地位。忽視文化差異往往會(huì)導(dǎo)致跨文化市場(chǎng)營(yíng)銷的失敗。制定正確的跨文化市場(chǎng)營(yíng)銷策略,則是跨文化市場(chǎng)營(yíng)銷取勝的基礎(chǔ)。 近年來,快速消費(fèi)品行業(yè)在中國(guó)市場(chǎng)大舉發(fā)展。國(guó)外市場(chǎng)上的快速消費(fèi)品,尤其是美國(guó)的快速消費(fèi)品行業(yè)大規(guī)模地進(jìn)駐中國(guó)市場(chǎng),肯德基作為其典型代表,已取得了巨大成功。他的成功給我們一個(gè)深刻的啟示：在跨文化環(huán)境下經(jīng)營(yíng)的企業(yè),只有在文化差異戰(zhàn)略上獲得成功,才能在國(guó)際競(jìng)爭(zhēng)中站穩(wěn)腳步。 本文主要包括六個(gè)部分,第一部分為引言,主要詳述了研究意義、基本概念、研究問題以及研究方法。第二部分為文獻(xiàn)綜述,闡述了國(guó)內(nèi)外跨國(guó)公司的跨文化營(yíng)銷的歷程。第三部分分析了理論框架,主要基于文化維度理論和4Ps營(yíng)銷理論進(jìn)行研究。第四部分為中美兩國(guó)文化差異,選取社會(huì)文化環(huán)境中的主要因素進(jìn)行比較分析。第五部分為案例分析,主要分析了文化維度對(duì)營(yíng)銷策略的影響，，并提出了相應(yīng)的建議。第六部分為結(jié)論,并對(duì)進(jìn)一步的研究提出期望。 本文將霍夫斯泰德的文化價(jià)值維度理論與市場(chǎng)營(yíng)銷理論相結(jié)合,著重分析了文化價(jià)值維度對(duì)營(yíng)銷策略的影響,以及4Ps營(yíng)銷組合理論的特點(diǎn)及其運(yùn)用的相關(guān)約束條件；然后在此框架下,從產(chǎn)品策略、渠道策略、價(jià)格策略和促銷策略四個(gè)方面對(duì)肯德基的營(yíng)銷策略進(jìn)行了分析，并提出了一些營(yíng)銷策略。旨在對(duì)中國(guó)企業(yè)進(jìn)行跨國(guó)營(yíng)銷提出一些啟示與建議。
[Abstract]:With the continuous development of the global economy, culture has become an important factor restricting the development of modern enterprises, and occupies a very important position in cross-cultural marketing. Ignoring cultural differences often leads to the failure of cross-cultural marketing. It is the foundation of cross-culture marketing to make correct cross-culture marketing strategy. In recent years, the fast-moving consumer goods industry in the Chinese market on a large scale. The FMCG in foreign markets, especially the FMCG industry in the United States, has entered the Chinese market on a large scale. KFC has been a typical representative of FMCG, and has achieved great success. His success gives us a profound enlightenment: only in the strategy of cultural difference can the enterprises run in the cross-cultural environment succeed in the international competition. This paper mainly includes six parts, the first part is the introduction, mainly elaborated the research significance, the basic concept, the research question and the research method. The second part is literature review, expounding the process of cross-cultural marketing of multinational corporations at home and abroad. The third part analyzes the theoretical framework, mainly based on the cultural dimension theory and 4Ps marketing theory. The fourth part is the cultural differences between China and the United States, selecting the main factors in the social and cultural environment for comparative analysis. The fifth part is case analysis, mainly analyzes the influence of cultural dimension on marketing strategy, and puts forward corresponding suggestions. The sixth part is the conclusion, and puts forward the expectation to the further research. This paper combines Hofstedt's theory of cultural value dimension with marketing theory, and analyzes the influence of cultural value dimension on marketing strategy, as well as the characteristics of 4Ps's marketing combination theory and the constraints of its application. Then, this paper analyzes KFC's marketing strategy from four aspects: product strategy, channel strategy, price strategy and promotion strategy, and puts forward some marketing strategies. The purpose of this paper is to put forward some enlightenment and suggestions for Chinese enterprises to carry on transnational marketing.
【學(xué)位授予單位】：天津商業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F719.3

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