Marketing Strategy Analysis on China’s Fast Food Industry: Case from KFC

Abstract

This study is in the context of digital marketing. It aims to study several marketing strategies of KFC: advertising marketing, brand marketing, word-of-mouth marketing, price strategy, and localization strategy. The study found that through multi-channel marketing, KFC consolidated its brand foundation to attract consumers and a variety of marketing strategies in parallel. Analyze customer preferences through digital dining, multi-platform operations, Clear target groups, improve service equipment while focusing on timely machine strategy, and improve the possibility of purchase; the most important thing is to use the localization strategy, seize the Chinese people’s eating habits really into the local market.