肯德基竞争战略研究.doc

第 PAGE 1 页 共 NUMPAGES 3 页 肯德基竞争战略研究 摘 要：本文从跨文化管理竞争战略的角度研究了肯德基公司在中国所取得的成就。分析了肯德基(中国)公司成功的跨文化管理模式，说明跨文化管理已经成为培养企业国际经营核心竞争力的重要因素，能给企业带来巨大的机会和收益。文中阐述了企业国际化经营中进行跨文化管理的必要性和重要意义，影响企业跨文化管理的相关因素，以及如何有效实施跨文化管理的方法和手段。同时，对我国中华老字号餐饮企业如何进行跨文化管理提出了相应的建议。通过肯德基(中国)公司成功的跨文化管理的研究，希望能给中国企业一些启示，使其在国际化经营的道路上能借鉴这些成功的经验，打造中国品牌，不断提升国际知名度，走出国门，走向世界。 关键词：肯德基，公司，跨文化，管理 Study on KFC competition strategy Abstract: From studying the successful cross-cultural management of the KTC Corporation of China, this paper aims at illustrating that cross-cultural management has become one of the most important factors in a firm’s international business, and successful cross-cultural management can create lucrative income and good opportunities when a firm is competing in international business．It describes the essentials and important meanings of cross-culture in a firm’s international business，analyses some relevant factors that can usually influence the cross-cultural management，and also discusses how to perform the cross-cultural management successfully．Meanwhile，the author hopes to draw enough and wide-spread attention to the Chinese time-honored brand firms in fast-food catering industry and try to give them some advices．It is no doubt that cross—cultural management is supportive for a company in creating a predominant brand．Such being the case，the author hopes to give some advice to Chinese companies through this paper and help them go to the world market successfully． Key words: KFC，Company, Cross-cultural, management  目 录 1 引言……………………………………………………………………………………1 2 竞争优势和竞争战略概述……………………………………………………………1 2．1 产业结构性分析……………………………………………………………………2 2．2 基本竞争战略………………………………………………………………………2 3 中国快餐业的概述……………………………………………………………………3 3．1 中国快餐业的发展历程与现状……………………………………………………3 3．2 中国快餐业发展中存在的问题……………………………………………………4 4 肯德基在中国市场的竞争地位………………………………………………………6 4．1肯德基在中国市场的发展概况……………………………………………………6 4．2 肯德基（中国）公司成功的本土化战略…………………………………………8 4.2.1产品本土化………………………………………………………………………8 4.2.2 供应商本土化……………………………………………………………………9 4.2.3 人才本土化…