营销论文1-肯德基和麦当劳在中国市场分销渠道的比较研.doc

姓名：何玛丽　　题目：肯德基和麦当劳在中国市场分销渠道的比较研究 肯德基和麦当劳在中国市场分销渠道的比较研究 摘要 麦当劳和肯德基在全球的竞争态势和在中国的并不相同。二者在全球范围看并不是一个重量级，麦当劳当仁不让是“老大”。但在中国市场上看，肯德基由以往的市场追随者，变成为市场领导者，无论在餐厅数目、营业额、美誉度等方面都远远超过麦当劳。那么，为什么肯德基的经营绩效在中国超过了麦当劳？组织绩效的差异是由于它们分销渠道方面的差异造成的。因此，肯德基和麦当劳这两个西式快餐品牌之间在中国市场上的竞争，是个非常值得研究的课题。 本文从对肯德基和麦当劳在中国市场上的分销渠道比较研究这个视角出发，透视两者在中国的竞争格局。洋快餐渗透我国市场，带来新技术、新理念、新机遇、新挑战，也带来新的分销管理方式。研究西式快餐分销渠道方式，探索其成功之道，走出一条发展我国快餐的大道。成为将来中式快餐走向世界积累丰富的跨国经验。 关键词：肯德基；麦当劳；分销渠道；特许经营；比较研究 ABSTRACT McDonalds and KFC in global competitive situation and not the same in China. Both see and not in the global scope, McDonalds is a heavyweight artists boss . But in the Chinese market by previous view, KFC, become followers for market market leader, whether in restaurants number, turnover and reputation in such aspects as far more than McDonalds. So, why KFC in China operating performance than the McDonalds? Organizational performance difference is due to their distribution channels differences caused. Therefore, KFC and McDonalds between the two western fast-food brand in the Chinese market competition, is a very worth of research. This article from the KFC and McDonalds in the Chinese market distribution channels in the Angle of the comparative study of the two Chinese perspective, competition pattern. Chinas market, favored penetration brings new technology, new ideas, new opportunities and new challenges, also bring new distribution management mode. Research western fast-food distribution channels, and explore its way out of a success, the development of China fast food highway. Become future Chinese fast food towards the world multinational experience accumulated rich. Keywords: Kentucky; McDonalds. Distribution channels; Franchising; Comparative study 目录 绪论．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．1 １．１问题的提出．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．1 １．２肯德基发展概况．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．1 １．３麦当劳发展概况．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．2 第二章　分销渠道——特许分销渠道模式经营理论概述．．．．．．．．．．．．．．．．．．．