KFC-快餐在中國的影響-英文稿

精選優(yōu)質(zhì)文檔-----傾情為你奉上精選優(yōu)質(zhì)文檔-----傾情為你奉上專心---專注---專業(yè)專心---專注---專業(yè)精選優(yōu)質(zhì)文檔-----傾情為你奉上專心---專注---專業(yè)題目ChineseandWesternFood要求Writeanessayontheabovetopicbycomparingorcontrasting,toexplainwhywesternfood(KFC)winsoverChinesefood

forYouthtoday.在世界的各個(gè)角落，在中國的每個(gè)城市，我們都會(huì)常?？吹揭粋€(gè)老人的笑臉，花白的胡須，白色的西裝，永遠(yuǎn)都是這個(gè)打扮。就是這個(gè)笑容，恐怕是世界上最著名，最昂貴的笑容了，因?yàn)檫@個(gè)和藹可親的老人就是著名快餐連鎖店“肯德基”的招牌和標(biāo)志。對(duì)于很多青少年來說，或許這位老人是他們?cè)偈煜げ贿^的了吧。盡管中國的美食已經(jīng)成為文化，沉淀了幾千年，卻有更多的人喜歡肯德基，尤其是對(duì)青少年而言。對(duì)比中西方美食，諸如肯德基之類的，肯德基和中國美食的區(qū)別在于什么地方呢？他對(duì)青少年到底有怎么樣的吸引力呢IneverycorneroftheworldandineverycityinChina,wewilloftenseethesmilingfaceofanoldman,withgraybeardandwhitesuit,andwhichwillalwaysbethatdress.

Thatsmile,I’mafraid,isthemostfamousandexpensiveoneintheworld,becausethatkindoldmanisjustthesignandsymbolofthefamousfast-foodchain"KFC".Formanyyoungpeople,perhapstheyarejusttoofamiliarwiththatoldman.ContrastbetweenChineseandwesternfood,

althoughChinesefoodhasbecomeaculture,andprecipitationforthousandsofyears,therearesomanypeoplelikeKFC,especiallyforyouths.What’sthedifferencebetweenthem?Howdowesternfood,KFC,appealtoouryouths?從經(jīng)營項(xiàng)目來看，肯德基主要銷售炸雞、漢堡、薯?xiàng)l和汽水等西式快餐食品，特別要說的是肯德基以雞肉為主要食品，這一點(diǎn)在中國市場(chǎng)占盡優(yōu)，更賺足了兒童和青年人的人氣。餐廳的設(shè)計(jì)以西式設(shè)計(jì)為主，但食物則做到中西結(jié)合，使人們?cè)谄穱L到可口食物的同時(shí)又感受到不同的西方文化。并且餐廳常常推出新的美味，和好看的包裝，讓顧客永遠(yuǎn)都有最新的選擇，這一點(diǎn)大部分的中國餐館恐怕是比不上的，因?yàn)橹胁屯强恐信撇硕觊T紅火，私房菜都是有秘方的，菜的口味和造型都是經(jīng)過時(shí)間和實(shí)踐的歷練研究出來的，所以菜品的更新速度跟不上消費(fèi)者的喜好的變化?？磥?，變化和新意也是討好青年人的不錯(cuò)的手段。Fromthepointofbusinessprojects:KFC,theirmainsalesarefriedchicken,hamburgers,Frenchfries,softdrinks,andotherWesternfastfood,inparticulartosaytheymakedeliciouschickenfood,whichreallytakesagreatadvantageintheChinesemarket,forchickenfoodisverypopularinchina,especiallyamongyouths.Westerndesignedrestaurant,butthefoodinKFCistodothecombinationofChineseandWestern,bywhichcustomersareinthetasteofdeliciousfoodandwiththefeelofdifferentwesternculture.What’smore,KFCisinanefforttointroducenewdeliciousfood,andwelldesignedpackaging,sothatcustomerswillalwayshaveanotherchoice.Inthisaspect,IthinkmostofChineserestaurantscannotcomparewithit,becauseChineserestaurants’goodbusinessesoftenrelyonthespecialtyofthehouse,whilesuchprivatehomecuisineusuallyexperiencedlongandhardtimeof

,so

thebasicformofcuisinewillnotchange.Tosomeextent,someChineserestaurantsisslowerthanKFConthespeedofupdatingthedishes.經(jīng)營方式和策略來看：在十年前，面對(duì)中國人的經(jīng)濟(jì)情況，肯德基將消費(fèi)的對(duì)象設(shè)定為有小孩的家長(zhǎng)，不斷用新玩具來吸引小孩。但在十年后的今天，中國人的經(jīng)濟(jì)變好了，肯德基將消費(fèi)對(duì)像不在單單設(shè)為有小孩的家長(zhǎng)，更多的設(shè)為青年人?？系禄阌貌粩喔碌氖澄飦砦嗄耆?。將重心很好的放在了讓人獲得愉悅感。使吃肯德基成為青年人心中的一種時(shí)尚。Fromthepointofmodeofoperationandstrategy:Ononehand,tenyearsago,inthefaceoftheeconomicsituationofChinesepeople,KFCsettheconsumeobjectstochildren’sparents,constantlywithnewtoystoattractchildren,buttoday,after10years,theChineseeconomyisgettingbetter,thusKFCsettheirconsumeobjectsnotonlytoparents,butmorelikelytotheyoungpeoplebyconstantlyupdatefoodtoattractthem.Theyfocusoncustomers’possessionofthesenseofpleasureandmakeeatingKFCbecomeafashioninthemindsofyouth.However,Chinesefoodistopeopleof

allagesand

both

sexes.Foryouths,itseemsslightlydulland.在鬧市區(qū)不斷的設(shè)定就餐地點(diǎn)，使顧客可以方便快捷地找到肯德基的餐廳就餐。店面裝修干凈整潔，服務(wù)人員對(duì)不同身份的客人都報(bào)以熱情的態(tài)度，使人感覺溫馨，激發(fā)人的食欲。這一點(diǎn)抓住了中式餐館的弱點(diǎn)，便宜的中餐，要么就餐環(huán)境不佳，要么口味不好；兩者兼?zhèn)鋾r(shí)，價(jià)格也就不便宜了，而且目前國內(nèi)的服務(wù)人員的態(tài)度令人反思。相比之下，不管是就餐環(huán)境還是服務(wù)態(tài)度。肯德基就做到了很好地融合，我想青年人更喜歡到這樣輕松的環(huán)境享受美食時(shí)間。再說肯德基的公關(guān)手段，黃金時(shí)間播出廣告，使顧客不管在哪里都可以了解到肯德基:店面裝修干凈整潔，服務(wù)人員對(duì)不同身份的客人都報(bào)以熱情的態(tài)度，使人感覺溫馨，激發(fā)人的食欲。。在這個(gè)廣告滿天飛的時(shí)代，我們見過多少廣告是為中餐打的呢。從視覺上征服青少年，不失為良策呀。Ontheotherhand,let’stalkaboutKFC’smarketing

tools:using

multimediaadvertising

to

reach

their

clients.Prime-timeadvertisingcouldmakepeopleknowclearlyaboutKFCwherevertheyare.WhenpeopletalkaboutKFC,apictureformedintheirmind:inarestaurantwithasampleniceandcleandecoration,Waitersprovideservicewithenthusiasticattitudeforalltheguestsofdifferentidentityandcustomersdininginapleasantatmosphere.However,intheeraofadvertisingthatadsbecomeallovertheplace,howmanyadswe’veviewedfortheChinesefood?Justalittlefew.不得不說，無論文化還是飲食，要想得到很好地發(fā)展，首先要了解消費(fèi)者的喜好，特別是針對(duì)青少年這一個(gè)特殊群體，要以新意征服他們的內(nèi)心，從而得到品牌和效益的雙豐收。Havetosaythatbothculturecommunicationandfoodindustr