Marketing Strategy Analysis on China’s Fast Food Industry: Case from KFC
DOI:
https://doi.org/10.54691/bcpbm.v38i.4093Keywords:
Marketing Strategy; Fast Food Industry; KFC.Abstract
This study is in the context of digital marketing. It aims to study several marketing strategies of KFC: advertising marketing, brand marketing, word-of-mouth marketing, price strategy, and localization strategy. The study found that through multi-channel marketing, KFC consolidated its brand foundation to attract consumers and a variety of marketing strategies in parallel. Analyze customer preferences through digital dining, multi-platform operations, Clear target groups, improve service equipment while focusing on timely machine strategy, and improve the possibility of purchase; the most important thing is to use the localization strategy, seize the Chinese people’s eating habits really into the local market.
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