肯德基vs麦当劳产品对比以及经营模式对比
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1990年10月8日，中国内地第一家麦当劳餐厅在深圳市解放路光华楼西 华宫正式开业。成为内地唯一一家能用港币和人民币支付餐饮的麦当劳 1992.04
In the Beijing wangfujing opened in the world at that time is the biggest of McDonald's restaurant.
历经6年的摸索，全国餐厅总数为10家 历经6年的摸索，全国餐厅总数为10家。 年的摸索
1996年 1996年6月25日 25日 The Chinese restaurant chain's 100th the opening
肯德基中国第100家连锁餐厅开业 家连锁餐厅开业 肯德基中国第
19961996-2004
肯德基在中国已达到1200家，至此， 家 至此， 肯德基在中国已达到 肯德基在中国的开店数达到老对手 麦当劳的2倍 麦当劳的 倍！
www.themegallery.com
KFC in China has reached 1200 home, so far,KFC in China to set up shop of several old rivals McDonald's 2 times!
In June 2003, McDonald's price increases
www.themegallery.com
•8个月后，麦 当劳将近十 种主打产品 全面砍到五 元以内。最 高降幅达到 50%
Eight months later, McDonald's price cut, the highest fell to 50%
www.themegallery.com
● McDonald's and KFC are in the United States in the United States, the scale of the McDonald's far more than KFC, McDonald's has a global more than three shop, turnover in excess of $40 billion; And in the world have store KFC only one-third of McDonald's, about 1.1. ● But in China, the KFC to enter the Chinese market earlier than McDonald's, and the size of the scale of the far more than the McDonald's, KFC restaurant is the total number 1500, and McDonald's is only 700.
在北京的王府井开设了当时世界上面积最大的麦当劳餐厅。 在北京的王府井开设了当时世界上面积最大的麦当劳餐厅 截止到2002年第一季度 截止到2002年第一季度
The total number of McDonald's franchise about 460 stores,
麦当劳连锁店的总数约为460家，其发展速度前期迅猛，后 家 其发展速度前期迅猛， 麦当劳连锁店的总数约为 期较为缓慢。 期较为缓慢。 20022002-2004
LOGO
www.themegallery.com
一、简介 introduction
● KFC (Kentucky Fried Chicken Kentucky Fried Chicken), commonly referred to as the KFC. From the United States is famous chain restaurants, by haran · mountain and the colonel's creation in 1952. Mainly sells Fried chicken, hamburgers, French fries, soda and western fast food.
16～25岁的年轻人无论是在消费人群比 重还是消费金额比重上，均在60％以上。 而占30～40％的儿童与家长市场，消费权 则基本由已成人的家长决定。 可以说，洋快餐的消费决策者基本为 成人，绝非儿童，尤其是在“快餐健康危 机”频频的今天。
16 to 25 years old either in the proportion of consumer groups or consumption amount on proportion, were above 60%.
二、连锁餐厅的投资效益与发展质量对比 The restaurant chain benefit of investment and development quality comparison
73亿 亿 32亿 亿 543家 家
店铺总数Total 店铺总数 shop 销售规模sales 销售规模 volume 单店年均营业收入 Average annual revenue constructions
•一直维持 走“合适 的价格与 合格的产 品”路线。 。
步骤
麦当劳选址的步骤 The location of the McDonald's steps
www.themegallery.com
麦当劳1990.10.08
October 8, 1990, the first mainland McDonald's restaurant in shenzhen jiefang road guanghua building opened. The can use the mainland and Hong Kong dollars for the McDonald's food
Young people60%
child parents
30-40%
www.themegallery.com
McDonald's 2004 years ago adhere to choose With children in the center of the family 麦当劳2004年前坚持选择 年前坚持选择 麦当劳 以儿童为中心的家庭
Байду номын сангаас
www.themegallery.com
3.成本价格上之居高起伏 3.成本价格上之居高起伏
The cost price of the high in ups and downs
The right price and quality products
•2003年6月， 麦当劳首先 迫于全球业 绩与成本控 制的压力， 实施全面的 逆势涨价。
With an average annual new shop was only 47.5 home, annual YEAR growth rate Only 25% or so
www.themegallery.com
年均新增店铺仅为47.5家，年增长率 家 年均新增店铺仅为 仅为25%左右，低于开始的 左右， 仅为 左右 低于开始的38%。 。
www.themegallery.com
● Company name: Kentucky Fried chicken ● Name in foreign language: Kentucky Fried Chicken (hereinafter referred to as KFC) ● Headquarters site: the United States ● Time of founding: 1952 ● Business scope: western fast food ● The company properties: the United States chain ● Company slogan: We Do Chicken Right ● Staff count: 840000 (2007)
www.themegallery.com
简介 introduction MC
● McDonald 's Plaza McDonald's restaurant (McDonald' s Corporation) is a large chain of fast food group in the world has approximately thirty thousand shops, the main selling hamburgers, French fries, Fried chicken, soda water, ice product, salad, fruit. McDonald's restaurants all over the world six continents in over countries. In many countries McDonald's represents a kind of American way of life. In mainland China's early translation is "MacDonald fast food".
肯德基则 以年轻男女为中心 KFC is To young men and women as the center
www.themegallery.com
2.产品定位之大同小异2. The product orientation 2.产品定位之大同小异
of the same
● 麦当劳以汉堡为主打产品，较适合欧美人。 ● 肯德基以鸡肉类产品为主，与麦当劳相比更适合亚洲人尤其是中国人 的口味。因此更容易为中国消费者接受。 ● McDonald's hamburger to give priority to dozen of products, suitable for Europe and the United States. ● KFC with chicken meat products, and McDonald's more than for Asian especially the taste of the Chinese people. Therefore more easily accept for Chinese consumers.
25% 以上
800万/年 万年
902家 家
MC
www.themegallery.com
KFC
1.人群定位之毫厘之差 people 1.人群定位之毫厘之差 location
►中国快餐
目标客户人群消费比例
Chinese fast food Target customers crowd consumption ratio
肯德基
1987.11.12 China's first KFC restaurants in Beijing opened the front door.
中国第一家肯德基餐厅在北京前门开业。 中国第一家肯德基餐厅在北京前门开业。
19871987-1992 After six years of exploration, the national restaurant for a total of 10.
www.themegallery.com
● Company name: McDonald's ● Name in foreign language: McDonalds ● Headquarters site: America's Illinois, brooke ● Time of founding: 1954 ● Business scope: fast food chain, dessert ● The company properties: the listed company ● Company slogan: I 'm lovin' it I would like ● Turnover: $23.52 billion (2008) ● Employee number: 390000
In the Beijing wangfujing opened in the world at that time is the biggest of McDonald's restaurant.
历经6年的摸索，全国餐厅总数为10家 历经6年的摸索，全国餐厅总数为10家。 年的摸索
1996年 1996年6月25日 25日 The Chinese restaurant chain's 100th the opening
肯德基中国第100家连锁餐厅开业 家连锁餐厅开业 肯德基中国第
19961996-2004
肯德基在中国已达到1200家，至此， 家 至此， 肯德基在中国已达到 肯德基在中国的开店数达到老对手 麦当劳的2倍 麦当劳的 倍！
www.themegallery.com
KFC in China has reached 1200 home, so far,KFC in China to set up shop of several old rivals McDonald's 2 times!
In June 2003, McDonald's price increases
www.themegallery.com
•8个月后，麦 当劳将近十 种主打产品 全面砍到五 元以内。最 高降幅达到 50%
Eight months later, McDonald's price cut, the highest fell to 50%
www.themegallery.com
● McDonald's and KFC are in the United States in the United States, the scale of the McDonald's far more than KFC, McDonald's has a global more than three shop, turnover in excess of $40 billion; And in the world have store KFC only one-third of McDonald's, about 1.1. ● But in China, the KFC to enter the Chinese market earlier than McDonald's, and the size of the scale of the far more than the McDonald's, KFC restaurant is the total number 1500, and McDonald's is only 700.
在北京的王府井开设了当时世界上面积最大的麦当劳餐厅。 在北京的王府井开设了当时世界上面积最大的麦当劳餐厅 截止到2002年第一季度 截止到2002年第一季度
The total number of McDonald's franchise about 460 stores,
麦当劳连锁店的总数约为460家，其发展速度前期迅猛，后 家 其发展速度前期迅猛， 麦当劳连锁店的总数约为 期较为缓慢。 期较为缓慢。 20022002-2004
LOGO
www.themegallery.com
一、简介 introduction
● KFC (Kentucky Fried Chicken Kentucky Fried Chicken), commonly referred to as the KFC. From the United States is famous chain restaurants, by haran · mountain and the colonel's creation in 1952. Mainly sells Fried chicken, hamburgers, French fries, soda and western fast food.
16～25岁的年轻人无论是在消费人群比 重还是消费金额比重上，均在60％以上。 而占30～40％的儿童与家长市场，消费权 则基本由已成人的家长决定。 可以说，洋快餐的消费决策者基本为 成人，绝非儿童，尤其是在“快餐健康危 机”频频的今天。
16 to 25 years old either in the proportion of consumer groups or consumption amount on proportion, were above 60%.
二、连锁餐厅的投资效益与发展质量对比 The restaurant chain benefit of investment and development quality comparison
73亿 亿 32亿 亿 543家 家
店铺总数Total 店铺总数 shop 销售规模sales 销售规模 volume 单店年均营业收入 Average annual revenue constructions
•一直维持 走“合适 的价格与 合格的产 品”路线。 。
步骤
麦当劳选址的步骤 The location of the McDonald's steps
www.themegallery.com
麦当劳1990.10.08
October 8, 1990, the first mainland McDonald's restaurant in shenzhen jiefang road guanghua building opened. The can use the mainland and Hong Kong dollars for the McDonald's food
Young people60%
child parents
30-40%
www.themegallery.com
McDonald's 2004 years ago adhere to choose With children in the center of the family 麦当劳2004年前坚持选择 年前坚持选择 麦当劳 以儿童为中心的家庭
Байду номын сангаас
www.themegallery.com
3.成本价格上之居高起伏 3.成本价格上之居高起伏
The cost price of the high in ups and downs
The right price and quality products
•2003年6月， 麦当劳首先 迫于全球业 绩与成本控 制的压力， 实施全面的 逆势涨价。
With an average annual new shop was only 47.5 home, annual YEAR growth rate Only 25% or so
www.themegallery.com
年均新增店铺仅为47.5家，年增长率 家 年均新增店铺仅为 仅为25%左右，低于开始的 左右， 仅为 左右 低于开始的38%。 。
www.themegallery.com
● Company name: Kentucky Fried chicken ● Name in foreign language: Kentucky Fried Chicken (hereinafter referred to as KFC) ● Headquarters site: the United States ● Time of founding: 1952 ● Business scope: western fast food ● The company properties: the United States chain ● Company slogan: We Do Chicken Right ● Staff count: 840000 (2007)
www.themegallery.com
简介 introduction MC
● McDonald 's Plaza McDonald's restaurant (McDonald' s Corporation) is a large chain of fast food group in the world has approximately thirty thousand shops, the main selling hamburgers, French fries, Fried chicken, soda water, ice product, salad, fruit. McDonald's restaurants all over the world six continents in over countries. In many countries McDonald's represents a kind of American way of life. In mainland China's early translation is "MacDonald fast food".
肯德基则 以年轻男女为中心 KFC is To young men and women as the center
www.themegallery.com
2.产品定位之大同小异2. The product orientation 2.产品定位之大同小异
of the same
● 麦当劳以汉堡为主打产品，较适合欧美人。 ● 肯德基以鸡肉类产品为主，与麦当劳相比更适合亚洲人尤其是中国人 的口味。因此更容易为中国消费者接受。 ● McDonald's hamburger to give priority to dozen of products, suitable for Europe and the United States. ● KFC with chicken meat products, and McDonald's more than for Asian especially the taste of the Chinese people. Therefore more easily accept for Chinese consumers.
25% 以上
800万/年 万年
902家 家
MC
www.themegallery.com
KFC
1.人群定位之毫厘之差 people 1.人群定位之毫厘之差 location
►中国快餐
目标客户人群消费比例
Chinese fast food Target customers crowd consumption ratio
肯德基
1987.11.12 China's first KFC restaurants in Beijing opened the front door.
中国第一家肯德基餐厅在北京前门开业。 中国第一家肯德基餐厅在北京前门开业。
19871987-1992 After six years of exploration, the national restaurant for a total of 10.
www.themegallery.com
● Company name: McDonald's ● Name in foreign language: McDonalds ● Headquarters site: America's Illinois, brooke ● Time of founding: 1954 ● Business scope: fast food chain, dessert ● The company properties: the listed company ● Company slogan: I 'm lovin' it I would like ● Turnover: $23.52 billion (2008) ● Employee number: 390000