肯德基广告营销策略研究

本科论文Research on KFC's advertising marketingstrategyAbstractNowdays,with the rapid development of market economy.KFC has to confronte withincreasingly competitive market economy environment,The advertisement marketing strategyof KFC is a "sharp weapon"that promote products,improve enterprise brand image,andmake headway in markets.Current catering market model place emphasis on publicity ofcorporate brand culture and lead customers'consuming behavior.In many marketing tools,thestrategy of advertising marketing mainly plays a role in stimulating customers'desire to buy,advance the sales volume of products,effective transmission of consumer information.Mostimportantly,enhance the competitiveness of enterprises in the market.Today,the publicconsumption behavior tends to be pluralism and rationalization,and application of advertisingmarketing strategies extends to products value building,corporate image publucuty andexpand corporate social influence extension.Nowadays,with the increasing of people's living consumption level and the continuousimprovement of consumption concept,KFC is facing a certain market prospect as well as acertain challenge in the field of advertising and marketing.In the present economicenvironment,under the severe test of the fierce market competition environment and socialcultural environment,the diversification of consumer demand constantly emerging,and toenhance cultural industry status,industry competition situation that KFC also tends todiversity,is no longer a single emphasis on product quality,and gradually promote culturalproducts,combined with the Chinese culture to breed has obvious regional color,so as tohighlight the characteristics of the food and beverage in advertising and marketing.Keywords:KFC:Advertising marketing