The Research Of Word-of-Mouth Marketing Strategy For Fast Food Chain In China

A prelude to management for the chain catering occurred in China when KFC entered Chinese market in 1987, and then it has been developing rapidly, fast food chain in particular. But fierce competition has taken place in fast food chain trade after 21 century. Although variety of marketing hands have been used in the trade, the expected targets of enterprises are still hardly reached. Cost of marketing has multiplying at the same time recognition and trust of enterprises and product has reducing in customers. So all kinds of enterprises are thinking over for the most effective marketing means.Word-of-mouth Marketing is the oldest but cheapest as long as the most trustful marketing method in the word. But people neglect it for a long time. Accompany with the success by using word-of-mouth marketing in Google, Starbucks and so forth, people are aware of the importance of word-of-mouth marketing today. Word-of-mouth marketing is well-known for its credibility and sales promotion strength, almost word-of-mouth come first in information dissemination and well word-of-mouth is the most effective ad which is the consensus in all enterprises. Modern marketing people consider word-of-mouth marketing as virus characteristic marketing mode. By using mouth to mouth marketing, one disseminate information to other, and other disseminate information to more people, the effective dissemination work. All people make a consensus that the best ad is the word-of-mouth information from friends and family. Because the feeling of closeness of the word-of-mouth information from friends and family make people receive it easily and peacefully. The recommendation from experiences, users and experts make people fewer trust.The research of word-of-mouth marketing is insufficient in domestic and foreign country currently, and using of word-of-mouth marketing in the trade is also not much. Household electrical appliance enterprises and internet companies are using word-of-mouth marketing only. Author comprehends the research findings of word-of-mouth marketing by reading lots of domestic and foreign related documents, and fined word-of-mouth marketing is well suit for service market, durable goods market and complex products market. Fast food chain market is belong to service market and can take word-of-mouth marketing for trades.Our late started fast food chain market develop very fast. This paper find out the existing problems in fast food chain enterprises and research the feasibility and function of word-of-mouth implemented in fast food chain enterprises. Author take the reference of successful experiences of Starbucks which insist on high quality, strong brand awareness, making opinion leaders, using Internet for communication, carrying experience marketing and internal marketing and integrated marketing in word-of-mouth marketing, a series of word-of-mouth marketing suggestions are tragedy given:word-of-mouth marketing for opinion leaders, carry our experience marketing to promote word-of-mouth marketing, carry our word-of-mouth marketing by internal staff, develop internet resources to extend word-of-mouth marketing, carry out integrated marketing to achieve word-of-mouth marketing, strengthen preventive treatments to suppress and reduce negative mouth brand. It also provide a reference marketing method for fast food chain enterprises especially the fund in short enterprises. Possible creative view is that this paper make deeper research in word-of-mouth marketing method and provide marketing strategy for the problems in our fast food chain market. In addition, this paper establishes a concrete implemental model for word-of-mouth marketing, systematize word-of-mouth marketing by formulating and implementing concrete strategy and coordinating with other marketing methods.