Chinese Fast-Food Chain Yonghe King Marketing Strategy

China has a long history of food culture and huge dining market. As China's reform and opening-up, a rapid growth has been seen both in the economy's development and the people's living standards. At the same time, the dining market is experiencing an unprecedented rapid growth. By taking the advantage of the whole dining market, Chinese Fast-Food Restaurant industry is also having a rapid development.The rapid growth of the market is also giving birth to the fierce competition. Chinese fast food is not only facing the fierce competition of the Western-style fast-food giant, such as McDonald's, KFC but also facing the internal competition among the various brands of Chinese fast food. This thesis is taking the Chinese dining market as a background, using consumer behavior, brand marketing theories and taking the Research of Consumer Behavior of Chinese fast-food chain as the basis to analyze the current Yonghe King's status and future marketing strategies recommendations.This thesis firstly reviewed the history of Yonghe King and the success it achieved; then by using Baud model and SWOT theory, it analyzed Yonghe King's current internal and external environment, revealed Yonghe King's advantages, disadvantages, opportunities and risks; finally, by using the research of consumer behavior of the Chinese fast-food chain, it provided the suggestions on the further marketing strategy of Yonghe King.