Analysis Kentucky Fried Chicken's Cross-Cultural Marketing Strategies
Analysis Kentucky Fried Chicken's Cross-cultural Marketing Strategies in China from the Point of View of Cultural Identity
Introduction
With the acceleration of the process of economic globalization, enterprises face the consumer behavior differences caused by the cultural identity between countries inevitably in the process of international operations. So, corporate marketing executives should understand the cultural background of a country and develop effective marketing strategies accordingly. In cross-cultural marketing, the famous American chain of fast food restaurants - Kentucky Fried Chicken (KFC) has made great success in China doubtlessly, after entering the Chinese market in 1986. As cultural identity has components related to vocation, class, geography, philosophy, language, and the social aspects of biology, this essay describes how KFC takes components philosophy and geography as cultural identity into account in marketing its products and services to consumers, with example explanations.
Philosophy with Advertising Strategy and restaurant Layout of KFC
Jameson (2007, p.211) defines that a broad, balanced conception of cultural identity includes components related to a person’s membership in groups based on at least six commonalities: vocation, class, geography, philosophy, language, and biology. When talking about philosophy, Kristof (cited in Jameson 2007, p.214) points out that the superior performance of Asian Americans on college entrance tests may result from Confucianism's long-term impact on attitudes toward education and parental authority.
As we all know, firstly, the Chinese culture is a typical continental culture, having a profound dignity; secondly, the Chinese nation has formed a personality of the pragmatic cultural character in the atmosphere of farming-culture; thirdly, the most important, the Chinese culture exhibits the influence of the "filial traditional" patriarchal culture. In short, as a result of
Introduction
With the acceleration of the process of economic globalization, enterprises face the consumer behavior differences caused by the cultural identity between countries inevitably in the process of international operations. So, corporate marketing executives should understand the cultural background of a country and develop effective marketing strategies accordingly. In cross-cultural marketing, the famous American chain of fast food restaurants - Kentucky Fried Chicken (KFC) has made great success in China doubtlessly, after entering the Chinese market in 1986. As cultural identity has components related to vocation, class, geography, philosophy, language, and the social aspects of biology, this essay describes how KFC takes components philosophy and geography as cultural identity into account in marketing its products and services to consumers, with example explanations.
Philosophy with Advertising Strategy and restaurant Layout of KFC
Jameson (2007, p.211) defines that a broad, balanced conception of cultural identity includes components related to a person’s membership in groups based on at least six commonalities: vocation, class, geography, philosophy, language, and biology. When talking about philosophy, Kristof (cited in Jameson 2007, p.214) points out that the superior performance of Asian Americans on college entrance tests may result from Confucianism's long-term impact on attitudes toward education and parental authority.
As we all know, firstly, the Chinese culture is a typical continental culture, having a profound dignity; secondly, the Chinese nation has formed a personality of the pragmatic cultural character in the atmosphere of farming-culture; thirdly, the most important, the Chinese culture exhibits the influence of the "filial traditional" patriarchal culture. In short, as a result of
References: Jameson, DA 2007, 'Reconceptualizing Cultural Identity and Its Role in Intercultural Business Communication ', Journal of Business Communication, vol. 40, no. 3, pp. 199-235. Lozada Jr, EP 2005, 'Globalized Childhood? Kentucky Fried Chicken in Beijing ', in JL Watson & ML Caldwell(eds), The Cultural Politics of Food and Eating: A Reader, Blackwell, Oxford, pp. 163-166. Schmitt, B & Simonson, A 1997, Marketing Aesthetics: The Strategic Management of Brands, Identity, and Image, The Free Press, New York. Zheng, D 2005, 'Consumer Behavior: Comparison of KFC in China and the United States ', MARKET& DEMOGRAPHIC ANALYSIS, vol. 11, no. 6, pp. 73-77.