Comparative Research On Chinese And Western Fast Food Brand Positioning

Facing the broad and fast growing Chinese fast food market, China has become a fierce competing market for both Chinese and Western fast food companies. KFC is the representative of western fast food company in china, growing at a rate of more than 100 new shops a year and selling over 10 billion in one year, much better than all the Chinese competitors.As Chinese fast food companies become better at industrialized manufacturing and standardized management, brand building becomes the essential element for their future development.This paper will compare and present a balance opinion of brand positioning and the three principles of branding (Importance, Delivery and Uniqueness) for Chinese and Western fast food most competitive chains: KFC, Mc Donald's, Malan Noodle and KungFu Catering Management Company.The aim of this paper is first to find out the deficiency of Chinese fast food brand's positioning and second to provide a set of systematic procedure and method for Chinese fast food brands to position themselves learning from the success of KFC and Mc Donald's in the Chinese market.In conclusion, this research found out the procedure and principle, proved by the study of brand positioning cases of KFC and Mc Donald's, of brand positioning in China. At the same time, three main problems were found in Chinese fast food brand positioning: First, the unclear mastering of variables in market segmentation and unclear understanding of market segments. Second, the ambiguity of brand positioning. And Last, the lack of deep understanding of their target audiences'requirement and how these reorganize their brands.