肯德基在中国的情感营销策略研究

目录

中文摘要 ................................................................. I ABSTRACT ................................................................ II 引言 (1)

一、情感营销及情感营销策略 (1)

（一）情感营销 (1)

（二）情感营销策略 (2)

二、肯德基的营销环境分析 (3)

（一）宏观环境分析 (4)

（二）微观环境分析 (5)

三、肯德基在中国的情感营销 (6)

（一）肯德基的情感营销步骤 (6)

（二）肯德基的广告与顾客管理 (6)

（三）肯德基情感营销成功的启示 (7)

四、肯德基在中国情感营销的SWOT分析 (8)

（一）优势（S） (8)

（二）劣势（W） (9)

（三）机会（O） (9)

（四）威胁（T） (9)

五、肯德基在中国情感营销的改进策略 (9)

（一）努力协调传统营销 (9)

（二）注意权衡利弊 (9)

（三）有效结合文化习俗 (10)

（四）注意食品安全 (10)

结束语 (10)

参考文献 (11)

致谢 (12)

中文摘要

情感营销作为营销创新的一种形式，正逐步受到学者们的正视和营销工作者的重视。情感营销是指营销过程中的情感因素的附着，这种附着只有满足消费者内心的情感需求，为客户创造感动才是核心和真谛，否则情感的投放就毫无价值。

在产品同质化严重，竞争白热化，情感日渐淡薄的社会里，人们更加渴望情感的回归，追求精神上的愉悦，特别是对个性化服务的期望与日俱增。此时的企业如果仍然只是凭借广告、促销等传统营销方式已很难保持老顾客的忠诚。对企业而言，谁能准确把握客户的心态、牢牢抓住客户的心，谁就能够赢得市场，并保持长期优势。因此，学会逐渐将感情渗透进营销策略中，把重点从单纯的商品营销转变为在此过程中融入更多的情感交流与合作，从而吸引消费者在商品的选择中最终把“选票”投向自己，就显的尤为重要。

本文分析了情感营销的定义、组成元素、特点以及肯德基在中国市场如何运用情感营销取得瞩目的业绩，成为世界快餐行业的领军队伍的一员，着重分析了情感营销作为现在市场营销中的新型营销策略加以阐述，最终分析情感营销的作用和弊端，提出肯德基在扩大中国市场份额、提高利润率和占领市场领导者地位方面所应注重的环节和应当采取的策略。

关键词：肯德基快餐情感营销策略

Research on Emotional Marketing Strategy of

KFC in China

ABSTRACT

Emotional marketing as a form of marketing innovation is gradually by scholars face and marketing workers' attention. Emotional marketing is to point to the marketing process of the emotional factors attachment, the attached only meet consumers' the emotional needs of the heart, for the customer creation is the core and the true spirit moved, or emotional launch would have no value.

In the product homogeneity serious intensified competition, emotional, growing ignorance of society, people more eager to the return of the emotion, pursue the spiritual pleasure, especially the individualized service expectation grows day by day, and at the time of the enterprise, if still just depends on advertising, promotion and traditional marketing way already hard to keep the old customer loyalty. Speaking of the enterprise, who can grasp the mentality of the customer, captured the heart of customers, who can win the market, and maintain long-term advantage. Therefore, learn to gradually will penetrate into marketing strategy of feelings, the focus from simple commodity marketing into in the process into more emotional exchange and cooperation, thus attract consumer goods in the choice in the "vote" on your, the significant particularly important.

This paper analyzes the definition of relationship marketing, elements, characteristics and KFC in China market how to use emotional marketing get the attention of the performance, as the world leader in fast food industry a member of the team, this paper analyzed the relationship marketing as the new marketing now marketing strategy illustrated, in the final analysis of relationship marketing function, put forward the KFC in China's market share, improve expand margins and seizes the market leader position should pay attention to link and shall take strategy.

Key words：KFC Fast food emotional marketing strategy