Chinese Fast Food Marketing Research And KFC Brand Strategy Enlightenment

With the steady development of our social economy and people's living standard, the development of fast food industry will be more perfect, the market demand will further strengthen, and the development prospects of our country will be more promising. Our economic growth prospects make our market become the gold growth point in the global market in the future. It also means that China will face unprecedented fast fierce competition. By the market increased competition and the product strengthening homogeneity the future competition will be more focused on the brand. From the strategic height, this paper analyzes the development of fast food, discusses the KFC in China's brand strategy, and put forward the development suggestions of the brand strategy for Chinese fast food industry.The conclusions include: Chinese fast food enterprises become mature, and will certainly become strong competitors in the future, but whether it is success or failure or not depends on their brand strategies; in recent years, KFC in China is the rapid development, maintains the industry leader, the internal management is good; KFC brand positioning is fuzzy market, and don't timely adjust by the market; Chinese fast food can't blindly to imitate western fast food, and should be established the diversity of the brand positioning as soon as possible.