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书名 KFC IN CHINA
分类
作者 Liu
出版社 WILEY
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简介
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KFC is the single largest restaurant enterprise in China. How did an American fast-food chain rise to become number one in a country known for, among other things,culinary sophistication?

Elsewhere around the world KFC lags behind McDonald's in brand equity, market share and consumer preference. Not in China. What explains this anomaly?

KFC in China examines the major contributing factors which catapulted KFC to the top of the fast-food restaurant service industry in less than two decades. It is written with a focus on KFC China's competitive differentiators, and how they jelled in support of a coherent business strategy,and of each other. The successful execution of KFC China's business strategy has since been rewarded with an unlikely industry leadership position in growth, profitability,market share and brand recognition in the world's fastest growing economy.

目录

Acknowledgments

Prologue

Chapter 1: KFC - A Pioneer in China

Chapter 2: Assemble and Retain the Most Qualified Team

Chapter 3: Business Strategy

Chapter 4: Local Partnership, Government Relations,and Crisis Management

Chapter 5: Product and Marketing

Chapter 6: Supply Chain

Chapter 7: Real Estate Development

Chapter 8: Operational Excellence

Chapter 9: Localization and Globalization

Chapter 10: Headquarters Support

Chapter 11: Leadership with Chinese Characteristics

Chapter 12: Past and Future

Epilogue

Index

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