| Title: | Study on the Marketing Strategic of KFC–Taking Harbin Railway Station Store as an Example |
| Author: | Mr. Huang Xi |
| Advisor: | Dr. Zhang Li |
| Degree: | Master of Business Administration |
| Major: | International Business Management |
| Faculty: | บัณฑิตวิทยาลัย (Graduate School) |
| Academic year: | 2566 (2023) |
| Url:
Published: |
Proceedings The 14th National and International Academic Conference “Empowering Innovtion and Sustainability in the Next Normal” 27 November 2021, pp.657-667 |
Abstract
The purpose of this research is to examine the marketing strategies of KFC stores at Harbin Train Station in Heilongjiang, China in a competitive fast-food market. The two objectives of this study are: 1) To analyze the current situation of KFC stores in Harbin Railway Station under the current market environment. 2) To explore the problems that may arise from each element of the 4P (product, price, place, promotion) in the KFC store at Harbin Railway Station.
In this study, with 4P marketing strategy as the theoretical basis and using qualitative research methods, first-hand interview data were collected through an in-depth interview survey of 20 consumers of KFC stores in Harbin Railway Station. Text analysis, including data coding analysis and deductive data analysis, was conducted using NVivo 11.0 to explore the research questions.
This study comprehensively analyses the market positioning, product strategy, price strategy, promotion strategy, and place strategy of this Harbin Railway Station KFC store. The results of the study can be summarized as follows: 1) In the current market environment, Harbin Railway Station KFC store has a superior geographic location, located in the traffic hub, attracting a large number of passing travelers and travelers, the target consumer groups are mainly young groups, and its marketing approach has a certain impact on the consumer’s perception and behavior. 2) Harbin Railway Station KFC stores have some problems in terms of 4P elements. For example: unstable product quality and taste; relatively high product price positioning; limited coverage of takeaway and delivery services; and relatively few promotional activities in stores. This study also puts forward relevant recommendations in response to these results, which are of practical significance for enhancing KFC’s competitiveness in the Chinese market, and also for the development and exploitation of similar catering enterprises.
Keywords: 4P Marketing Strategy, Fast-food, KFC.
Study on the Marketing Strategic of KFC–Taking Harbin Railway Station Store as an Example
Master of Business Administration (International Program), Siam University, Bangkok, Thailand