The Strategy Research On South Korea Restaurant Franchise Chain's Localizations In China

China's catering market has huge market potential,attracting more and more Korean catering franchise enterprises to operate in China.As the world's economies is strongly linked to the production and business operation activities,between economic integration deepening,the implementation of global strategy and the process of nationalization development also becomes the inevitable choice of restaurant franchising enterprises.But in the process of global marketing strategy,considering the differences between different countries and regions,should fully understand the development characteristics of different countries,the implementation of globalization and localization marketing strategy,in order to keep the restaurant franchising enterprises in March and expand overseas market core competitiveness and sustainable development.China's catering market has huge potential,attracting foreign catering enterprises to invest.As a franchised catering enterprise in Korea adjacent to China,it also participates in the fierce competition in China's catering market by virtue of its geographical advantages.China's catering market has unique characteristics and culture,so the south Korean restaurant franchising enterprises can adapt to the development of Chinese food and beverage market,selecting the appropriate marketing strategy of globalization,becomes the key to success and to further expand market.This article as a starting point,through the analysis of China's catering industry market environment as well as South Korea restaurant franchising enterprises development and present situation in China,analysis of Korean restaurant franchising business factors and advantages of localization marketing,analyzes its choose driver of the marketing strategy and the necessity,the localization and combined with "and" vigorously successful cases respectively with "lotte" failure case,specific studies South Korea franchising enterprises in China's catering market localization marketing strategy,From the product,brand,human resources,channels,research and development,promotion and six aspects study Korean restaurant franchise enterprise marketing strategy,how to implement the localization in China and put forward the marketing strategy of soil.Orders,this paper is to through to the Korean restaurant franchising enterprises in China's catering market analysis and research of localization strategy,to grasp the south Korean restaurant franchising enterprises marketing strategy localization of specific measures,find can promote and improve,points out that the domestic development of south Korean restaurant franchising enterprises as well as the globalization marketing strategy put forward countermeasures and Suggestions.