McDonald’s VS. KFC, Which is More Successful in Marketing in China?
Authors
*Corresponding author.
Email: duyuanmurc@gmail.com
Corresponding Author
Yuanmu Du
Available Online 27 December 2022.
- DOI
- 10.2991/978-94-6463-098-5_126How to use a DOI?
- Keywords
- McDonald’s; KFC; Marketing Strategy; Localization
- Abstract
The aim of this thesis is to analyse and compare the different marketing strategies adopted by McDonald's and KFC in China since the Covid-19 pandemic and their impact, using comparative examples. The study found that both companies have been making efforts to localize in recent years, but have used different strategies to achieve this goal. Based on the popularity of Weibo related tags alone, McDonald's had more people engaging in discussions when launching new products. This paper hopes that the results of this study will allow more fast food brands in China to find appropriate marketing ways to their products.
- Copyright
- © 2023 The Author(s)
- Open Access
- Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.
Cite this article
TY - CONF AU - Yuanmu Du PY - 2022 DA - 2022/12/27 TI - McDonald’s VS. KFC, Which is More Successful in Marketing in China? BT - Proceedings of the 2022 4th International Conference on Economic Management and Cultural Industry (ICEMCI 2022) PB - Atlantis Press SP - 1121 EP - 1126 SN - 2352-5428 UR - https://doi.org/10.2991/978-94-6463-098-5_126 DO - 10.2991/978-94-6463-098-5_126 ID - Du2022 ER -