The Analysis Of Standardization And Localization Marketing Model Of YUM (China)

As a traditional service industry of the tertiary industry in our country, Cateringindustry has experienced four strategic stage, the start, quantitative expansion, scaledevelopment and brand chain since the reform. Coming across western fast foodgrabbing the Chinese market, the impact of syndrome(SARS) and the food safetyincident, Chinese catering industry has passed the test in continuously Impact, and haveobtained the development which progresses by leaps and bounds.However, if we recommended the development of Chinese catering industry wasbased on huge population, the high increasing speed of residents`income level, and theshort supplyment in domestic food and beverage market caused by great need, thenChinese catering industry will be faced unprecedented pressure of competition the realitywith the wave of globalization, a large number of foreign catering industry come into thedomestic market, the catering market has showed a growing prosperity, the supply anddemand market have almost achieved a balance and even present a glut of trend, Chinesecatering industry is bound to go abroad, to seek a higher level of development. How torealize the state-owned brand to the international brand, is the reality of the problemChinese catering industry have to be faced with.This article is based on the two kinds of theories of international marketing,standardization and localization mode, and taking the international restaurant chainsgiants--YUM China group as an example, using the empirical analysis to comparespecific standardization and localization strategy in the aspects such as product, brand,logistics management, and according to the reaction of the market after the policyenforcement to summarize the successful experiences and failure lessons ofstandardization and localization strategy, finally by taking the results to analysis andmaking a summary, to provide suggestions to solve the problem ofthe difficulty of Chinese catering industry,so as to provide reference for the developmentof the domestic catering industry.