Studies on KFC’s Online Promotion in China

Abstract

As a major international fast-food brand, KFC has been adapting to changes in line with the development of technology. One of the most representative ways to promote KFC today is through online development based on the Internet. This article will introduce KFC's online promotion strategy from the perspective of consumers’ personalities and brand personalities. It summarizes the convenience of using the KFC APP in promotion, the use of sharing information in cooperation with the online social platform. The power of video in using lives and social media that KFC has adopted in promoting their product and activities. By using SWOT analysis, the paper summarizes the current situation of KFC’s online promotion strategy that has strengths in promoting. The paper also proposes development suggestions and ideas in data selection and consumer analysis. From the findings summarized, the paper concludes that KFC, as a representative of the successful implementation of network marketing strategy, has a reference for other brands in the network promotion strategy that make good use of the internet technology and make online promotion strategies by analyzing the consumers to keep the promotion effective. The paper also gives suggestions from the paper about the future study of online and offline promotion.