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肯德基家乡鸡公司很早就被中国这个蕴含着巨大潜力的巨大市场所吸引,于1986年9月下旬开始考虑如何打入人口最多的中国市场。面对完全陌生的中国市场,肯德基对华投资是十分谨慎的,从其选点策略中可窥一斑。 1、潜在对手对比分析。肯德基进入中国市场,主要面临着麦克唐纳汉堡包的竞争。当时,麦克唐纳汉堡包正试图与中国建立关系,但其主要原料是牛肉。在中国,牛肉并不最受欢迎,且长期稳定供应牛肉也不现实。与此同时,家禽饲养业作为中国农业现代化中一个优先发展的领域却受到政府的大力支持与鼓励。肯德基因采用肉鸡作原料,无疑将受到政府的欢迎。
The Kentucky Fried Chicken Company was very much attracted by the immense market with great potential, China. In late September 1986, it began to consider how to enter the most populous Chinese market. The face of a completely unfamiliar Chinese market, KFC investment in China is very cautious, from its point strategy can be seen. 1, the potential opponent comparative analysis. KFC entered the Chinese market, mainly facing the competition McDonald hamburger. At that time, McDonald’s hamburger is trying to establish relations with China, but its main raw material is beef. In China, beef is not the most popular, and long-term, stable supply of beef is not realistic. At the same time, the poultry industry as a priority area for agricultural modernization in China is greatly supported and encouraged by the government. KFC will use broilers as raw materials and will undoubtedly be welcomed by the government.