McDonald’s VS. KFC, Which is More Successful in Marketing in China?

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.

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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  -