Research On Marketing Strategies of Fast-Food Industry in China: Comparative Analysis of Mcdonald's And KFC

Abstract

In today's society, people's pace of life is getting faster and faster, which has led to the popularity of fast-food. There are various types of fast-food, but the same type of fast-food has a competitive relationship, so it is necessary to find some reasonable and suitable methods to overcome difficulties. This study takes McDonald's and KFC as the research objects, and this study will analyze the marketing and management methods of McDonald's and KFC. This study uses the 4Ps model to analyze McDonald's and KFC respectively and combines the analysis of literature to conclude that McDonald's is centered on a global strategy, while KFC is centered on a local strategy. At the end of the study, suggestions for the future development of McDonald's and KFC are given. The conclusion is that under the continuous changes and optimizations of the marketing strategies of the two brands, they have achieved stable development in the Chinese market and have become two very influential brands in the Chinese fast-food catering industry.