美国快速消费品在中国市场营销策略的价值维度研究

发布时间：2018-05-26 13:31

本文选题：肯德基 + 跨文化市场营销　；参考：《天津商业大学》2013年硕士论文

【摘要】：随着全球经济的不断发展,文化日益成为制约现代企业发展的重要因素,并在跨文化市场营销中占据非常重要的地位。忽视文化差异往往会导致跨文化市场营销的失败。制定正确的跨文化市场营销策略,则是跨文化市场营销取胜的基础。近年来,快速消费品行业在中国市场大举发展。国外市场上的快速消费品,尤其是美国的快速消费品行业大规模地进驻中国市场,肯德基作为其典型代表,已取得了巨大成功。他的成功给我们一个深刻的启示：在跨文化环境下经营的企业,只有在文化差异战略上获得成功,才能在国际竞争中站稳脚步。本文主要包括六个部分,第一部分为引言,主要详述了研究意义、基本概念、研究问题以及研究方法。第二部分为文献综述,阐述了国内外跨国公司的跨文化营销的历程。第三部分分析了理论框架,主要基于文化维度理论和4Ps营销理论进行研究。第四部分为中美两国文化差异,选取社会文化环境中的主要因素进行比较分析。第五部分为案例分析,主要分析了文化维度对营销策略的影响，，并提出了相应的建议。第六部分为结论,并对进一步的研究提出期望。本文将霍夫斯泰德的文化价值维度理论与市场营销理论相结合,着重分析了文化价值维度对营销策略的影响,以及4Ps营销组合理论的特点及其运用的相关约束条件；然后在此框架下,从产品策略、渠道策略、价格策略和促销策略四个方面对肯德基的营销策略进行了分析，并提出了一些营销策略。旨在对中国企业进行跨国营销提出一些启示与建议。
[Abstract]:With the continuous development of the global economy, culture has become an important factor restricting the development of modern enterprises, and occupies a very important position in cross-cultural marketing. Ignoring cultural differences often leads to the failure of cross-cultural marketing. It is the foundation of cross-culture marketing to make correct cross-culture marketing strategy. In recent years, the fast-moving consumer goods industry in the Chinese market on a large scale. The FMCG in foreign markets, especially the FMCG industry in the United States, has entered the Chinese market on a large scale. KFC has been a typical representative of FMCG, and has achieved great success. His success gives us a profound enlightenment: only in the strategy of cultural difference can the enterprises run in the cross-cultural environment succeed in the international competition. This paper mainly includes six parts, the first part is the introduction, mainly elaborated the research significance, the basic concept, the research question and the research method. The second part is literature review, expounding the process of cross-cultural marketing of multinational corporations at home and abroad. The third part analyzes the theoretical framework, mainly based on the cultural dimension theory and 4Ps marketing theory. The fourth part is the cultural differences between China and the United States, selecting the main factors in the social and cultural environment for comparative analysis. The fifth part is case analysis, mainly analyzes the influence of cultural dimension on marketing strategy, and puts forward corresponding suggestions. The sixth part is the conclusion, and puts forward the expectation to the further research. This paper combines Hofstedt's theory of cultural value dimension with marketing theory, and analyzes the influence of cultural value dimension on marketing strategy, as well as the characteristics of 4Ps's marketing combination theory and the constraints of its application. Then, this paper analyzes KFC's marketing strategy from four aspects: product strategy, channel strategy, price strategy and promotion strategy, and puts forward some marketing strategies. The purpose of this paper is to put forward some enlightenment and suggestions for Chinese enterprises to carry on transnational marketing.
【学位授予单位】：天津商业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F719.3

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