文档介绍：陕西省高等教育自学考试本科毕业论文
肯德基的品牌道路研究
主考院校:西安理工大学
自考专业:工商企业管理
指导老师:老师
考生姓名:
准考证号:
2010年 3 月
摘要
随着我国加入世界贸易组织,企业间的竞争变得非常激烈,特别是自金融危机以来国外大企业、大品牌的涌入,使企业间的竞争趋向于白热化,国外世界品牌带着先进技术和雄厚的资金充斥各个行业,国内企业在一次又一次优胜劣汰的斗争中形成了品牌意识,逐步牢固地树立起了品牌观,当今企业之间的竞争就是品牌的竞争,品牌就是核心竞争力。
现以肯德基发展为借鉴,了解其目前的发展状况和遇到的问题,分析原因,指出需要改进和完善的部分。提出建议,提高中国餐饮企业核心竞争力,创造中国餐饮业品牌。
关键词:肯德基、品牌、连锁经营、餐饮业
Abstract
With China's accession to the world anization, petition between enterprises es very intense. Especially since the financial crisis and the great enterprises and foreign enterprises, the influx of petition between tends to heat up. Foreign world brand with advanced technology and abundant capital filled with various industries, domestic enterprises in again and again in the struggle of the survival of the fittest formed brand awareness, gradually establish firmly the brand concept, today'petition between enterprises is the petition, and the brand is the petitive power.
Now to KFC for reference, the development of the current development situation and problems, analyze the causes, and suggested a need to improve and perfect the part and puts forward some Suggestions and countermeasures. Chinese enterprises enhance petitiveness, create brand of Chinese restaurant.
Keywords: KFC, brand, chain operation, catering
目录
1绪论 6
6
6
中国快餐发展趋势和特点 6
6
6
7
7
2品牌发展现状和相关理论研究 7
7
7
8
8
8
(20世纪80年代) 8
(20世纪90年代) 9
(2000年至今) 9
9
9
9
9
10
11
11
11
3 肯德基本土化经营策略及现状 11
11
12
12
12
13
13
“不从零开始”特许经营内容 13
14
15
15
15
17
4肯德基品牌的强化原则 17
17