Abstract
The target of this investigation and analysis is KFC, which is an internationally famous fast-food brand founded in the United States and has a strong market share all over the world with a huge international customer base. This study is mainly about the marketing strategy of KFC. To be precise, KFC's marketing strategy using short video platform and the effectiveness of current methods. With the advent of the new media era, short video is one of the most fancy and effective marketing channels. Therefore, KFC's research goal was to identify key aspects of its marketing strategy on short video platforms and evaluate how KFC currently utilizes these platforms for promotions. To achieve the set objectives, the methodology will employ two research methods. A literature survey, including academic and trade publications, will be conducted to gain insight into the use of short video platforms in marketing strategies such as KFC; In addition, a case study of KFC's short video marketing campaign will be conducted to measure its impact and effectiveness.
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