The Research On Influence Of Culture Factor On KFC Consumers’Behaviors In China And America

With the rapid deepening of the globalization, the multinational corporation has become one of the most important organizations around the world. In front of the fierce competition, the cross-culture company needs to adopt specific marketing strategies regarding to different culture background. Taking Kentucky Fried Chicken for example, it adjusted its marketing strategies to adapting specific business environment while kept certain marketing factors the same all around the world. Now the brand of KFC has been widely accepted by Chinese consumers and it made big success in Chinese market.This paper is finished based on the logic model of raising a problem-analyzing the problem-solving the problem. Firstly, the writer raised the problem, namely KFC adopted different marketing strategies in both China and America. For all companies, developing the marketing strategies is based on due diligence about consumers’behaviors. Therefore, the writer analyzed the differentiation behaviors shown by consumers in China and America with using the Hofstede’s cultural dimensions theory to explore the great influence of culture factor against consumer behaviors. In the whole research, the writer used both qualitative and quantitative research methods. In the first stage, namely raising a problem, the writer displayed the phenomenon that KFC adapted different marketing strategies in China and America by searching for a large number of literatures. In terms of the research on consumers’behaviors, the writer acquired the first-hand data by carrying out the market survey in both China and America and implemented quantitative research by using software.This paper takes Hofstede’s cultural dimensions theory as the tool to analyze the differentiation of consumers’behaviors, which, to some extent, explains why KFC adapted different marketing strategies in two countries and also provides the new idea for companies that want to expand to market abroad. Under the background of cross-culture business, the company can only draw up the effective marketing strategies by learning the target consumers’behaviors, which is based on knowing the specific culture characteristics of the target market.