浅析跨国公司的本土化经营策略——以肯德基在中国的经营为例  

Analysis of Localization Management Strategies of Multinational Companies——Taking KFC’s Operations in China as an Example

作　　者：季心成 赵晨[1] JI Xin-cheng;ZHAO Chen(Liaodong College,Dandong 118001,China)

机构地区：[1]辽东学院,辽宁丹东118001

出　　处：《浙江工商职业技术学院学报》2023年第2期8-11,共4页Journal of Zhejiang Business Technology Institute

摘　　要：肯德基进军中国已有多年,在中国快餐市场中占据了重要地位。可运用本土化与标准化两种营销理论,对肯德基在中国的经营策略加以分析,并对中国跨国公司如何正确处理好标准化与本土化之间的关系进行讨论。结果发现,根据中国市场实际,肯德基在员工管理、营销推广、产品开发等方面采取了多项本土化措施,并在供应链及生产流程上保持标准化。通过正确处理本土化与标准化的关系,肯德基在经营中增添了许多中国元素,它的本土化经营策略对中国的跨国公司具有较大的借鉴价值。KFC has been running in China for nearly 40 years and has occupied a dominant position in the Chinese fast food market.To analyze the key factors for KFC’s success in China,two marketing theories,localization and standardization,can be used to analyze KFC’s localization business strategy in China,and to discuss how Chinese multinational companies can correctly handle the relationship between standardization and localization.It was found that according to the actual situation in the Chinese market,KFC has taken multiple localization measures in employee management,marketing promotion,product development,and maintained standardization in the supply chain and production processes.By correctly handling the relationship between localization and standardization,KFC has added many Chinese elements to its operations.KFC’s localization management strategy has significant reference value for Chinese multinational corporations.

关 键 词：本土化 快餐连锁店 跨国企业 企业经营 

分 类 号：F276.7[经济管理—企业管理]