培训心得2份(国际商务文化研讨会)

第一篇：培训心得2份(国际商务文化研讨会)

国际商务文化学术研讨会培训总结

经济贸易与管理学院蒋朋朋

2013年12月6日至8日，英语教研室一行7人参加了在济南举行的“国际商务文化学术研讨会”。此次研讨会是由山东省商务英语学会、山东省东西方比较文化学会和经济科学出版社主办、山东大学外国语学院和北京出版社承办，旨在通过商务英语教学提升“商务文化”传播力度，以“商务文化”传播带动商务英语教学，探讨高校英语专业的课程设臵和教学模式，增强商务英语专业毕业生的就业竞争力。

会议日程安排是12月6号报到，培训为期2天。第一天即7号上午举行了隆重的开幕式，承办方山东大学外国语学院刘世铸教授和李建刚副院长及山东省社科院鲁新德教授致欢迎辞并讲话，全体与会代表合影留念。来自北京大学、清华大学、同济大学、山东大学、经济科学出版社及山东工商学院的代表共115人参会。

研讨会期间，美国著名学者Dan Guttman教授、中国著名学者北京大学博士生导师辜正坤教授、同济大学博士生导师张德禄教授等分别做了大会主题发言。会议主要内容分别是双语及双文化北京师资与新教学材料、商务英语专业的人才培养定位及实践、功能语言学与商务英语教学研究、文化研究的语言学路径等。

特别是济宁学院杨永兵老师做了《案例教学在<跨文化商务交际>课程中的应用》的报告，深入浅出，可操作性强，非常适合高职院校教学特点，为我们高职商务英语文化教学提供了良好的范例。另外，“多元互补”翻译理论的创立者、诗歌文字鉴赏专家、北京大学博士生导师辜正坤教授在其报告《从中西语言文字比较看语言、文学与文化》指出，中西方不同的思维模式———语言文字在两种语言的互译中所起到的作用是决定性的，使我们大受启发。同济大学知名教授、中国翻译学理事张德禄的报告《功能语言学与商务英语教学》也让我们从理论高度认识到功能语言学对应用学科的指导作用。山东工商学院副院长兼山东省商务英语研究会会长刘白玉教授做了《优秀商务英语教师的发展路径研究》报告，更是让与会教师如沐春风，大受鼓舞，并更加明晰了今后商务英语教学努力的方向。

2013年12月8日，“国际商务文化学术研讨会”继续在济南举行。山东大学外国语学院院长、教育部高等学院英语教学专业委员会委员王俊菊、清华大学博士生导师生安峰、齐鲁工业大学外国语学院教授陈国兴等教授做了如《当今文化研究走向》、《从伽达默尔的诠释学角度看翻译的忠实性》等精彩发言。山东师范大学外国语学院副教授、两栖精英人物潘相阳更是做了《浅析跨文化商务沟通中的软实力效应》的报告，让与会人员享用了一次真正的文化大餐；另外，年轻的在读博

士、青岛理工大学外国语学院副教授张大英也做了《论中国辞书外译》的探索性研究报告。研讨会异彩纷呈，各家争鸣，与会教师深感大开眼界并大受鼓舞，激发了老师们守好商务英语教学阵地，努力为社会培养人才的决心。来自国内外的百余位专家学者齐聚一堂，围绕国际商务文化及商务英语教学现状展开了广泛交流和深入探讨，会议取得了丰硕成果。

另外，大会还为与会教师提供了与经济科学出版社、北京大学出版社等的互动交流机会，了解了教材出版及教材选用的具体情况，也为老师们订购教材提供了一个好的平台。社会科学院卢新德教授分别致辞，欢迎各位专家学者参会并交流学术成果。

最后，“国际商务文化学术研讨协会”会长、山东工商学院刘白玉教授和协会秘书长周树江教授对研讨会作了总结发言，宣布了未来研究会的工作计划，并指出，“山东省商务英语研究会”成立于2010年，至今已经成功举办了3次全省研讨会，在山东省和全国的商务英语届产生了很大影响，尤其是这次山东大学外国语学院承办的研讨会，邀请了多位中外知名学者参会，大大提高了商务英语学科在全省乃至全国的地位和知名度。

12月8日下午，研讨会顺利闭幕。这次研讨会的成功

举办，为国内外专家学者搭建了一个国际性商务文化学术研究交流的良好平台，同时对进一步促进外国语学院的商务英语教

学与研究也发挥了积极作用。参加此次国际商务文化学术研讨会使我认识到，培养合格的国际商务人才，必须掌握系统的国际商务文化知识，只有将自身打造成一名真正的双栖型教师，才能真正高效地培养商务英语专业学生的国际商务文化意识，提高其就业竞争力。

第二篇：国际商务文化与礼仪

1.本公司将接待10位来自美国的客商，请详述进行商务宴请（便宴）应优先考虑的问题。

设便宴优先考虑的问题是菜肴的安排。最重要的问题，不是客人吃什么，而是他不能吃什么，有什么食物是忌口的。如美国人在吃午餐和吃晚餐之前，通常要喝点鸡尾酒，但在加利福尼亚州，人们大都喝葡萄酒。同时，在吃主食之前，一般都要吃一盘色拉。炸蘑菇和炸洋葱圈可作为开胃食品，牛排、猪排和鸡（腿）为主食，龙虾、贝壳类动物以及各种鱼类，甚至包括淡水鱼被统称为海鲜。

引导者与客人行进时前后顺序的基本原则是，纵向上前排高于后排，横向上内侧高于外侧。所以，在客人认路的情况下，应让客人走在前面，使其有选择权。若客人不识路，引导者应站在客人的左前方进行引导。

讲究规范性，如自助餐基本礼仪是：多次少取。饮用咖啡礼仪：喝咖啡时一般调羹不用，让其平躺在碟子里就行。最不能出现的错误是，拿调羹舀食。介绍主人与客人认识时的先后顺序：第三人介绍主人与客人认识时，需按照主人与客人的定位来介绍，属于宾主介绍。标准的作法是先介绍主人，因为客人有优先知情权，让其优先了解情况，以免造成尴尬。

2.如果您代表我公司与华为公司在嘉辉会谈判交换机胶袋和合同事宜，请结合所学商务礼仪，细述着装、入座、介绍方面的礼仪以及如何离开，送客。

1.着装

商务谈判之前首先要确定谈判人员，与对方谈判代表的身份、职务要相当。谈判前应整理好自己的仪容仪表，穿着要整洁正式、庄重。男士应刮净胡须，穿西服必须打领带。女士穿着不宜太性感，不宜穿细高跟鞋，应化淡妆。

2.入座

首先从自我检查开始，安排好会议室或接待室；自我定位，自己坐在什么位置，华为公司的代表坐在什么位置，商务礼仪的座次原则是右高左低，而左高右低是政务礼仪，这一点千万不能搞混。

3.介绍

谈判之初，谈判双方接触的第一印象十分重要，言谈举止要尽可能创造出友好、轻松的良好谈判气氛。作自我介绍时要自然大方，不可露傲慢之意。被介绍到的人应起立一下微笑示意，可以礼貌地道：“幸会”、“请多关照”之类。询问对方要客气，如“请教尊姓大名”等。如有名片，要双手接递。介绍完毕，可选择双方共同感兴趣的话题进行交谈。稍作寒暄，以沟通感情，创造温和气氛。

4.离开送客

将具体谈论的事宜谈好后，客人先起身，与客人握手告别，同时选择最合适的言词送别，如希望下次再来等礼貌用语。与客人在门口、电梯口或汽车旁告别时，要与客人握手，目送客人上车或离开，要以恭敬真诚的态度，笑容可掬地送客，不要急于返回，应鞠躬挥手致意，待客人移出视线后，才可结束告别仪式。

第三篇：国际商务培训总结

“国际商务”专业师资培训总结报告

2012年5月14日至20日，我参加了教育部在上海商学院举办的全国高职高专教育“国际商务”专业师资培训，就国外职业教育新视野、中高职教育衔接课程标准研究、校企合作模式的实践探索、国际商务操作培训、国际货运实务等方面进行了学习和交流，对我教学工作起到了很好的引领作用。培训主要包括以下内容：

1.国外职业教育新视野（冯伟国，上海商学院副院长，教授，博导）2.国际商务操作培训（王丁，高级经济师，国际商务专家）

3.中高职教育衔接课程标准研究（王芬，上海新侨职业技术学院经贸系主任）4.国际货运实务（王学峰，上海海事大学教授，博导）

5.校企合作模式的实践探索（乔刚，教授，上海商学院高等技术学院院长）6.商贸类专业课程建设和改革（刘斌，博士，上海商学院管理学院副教授）

在培训过程中，本人时刻感受到来自国际和企业的视野冲击、信息冲击和观念冲击，并时常把培训内容和我院实际结合起来进行对比思考。

一、人才培养模式培训及对我院人才培养模式的思考

上海商学院副院长冯伟国教授就《国外职业教育新视野》引导我们对中国的高职教育进行反思，要求广大高职教育工作者跳出局限，具有世界眼光和开阔视野，高职院校在教育中要“运用世界共享的职业语言，但要立足中国孩子”，要办出自己的特色，“民族的才是世界的”。冯院长以早期的福建船政学堂优秀毕业生为例：严复（北大第一任校长）、邓世昌（民族英雄）、詹天佑（杰出爱国工程师）等, 突出强调了现代职业教育的目标: “职业教育应该培养出类似福建船政学堂的多元化的高质量的复合型人才”。

河南工业职业技术学院地处河南偏远的西南一隅，缺少品牌效应，当地经济发展薄弱，校企合作的机会有限。但我校在国防工业科学方面实力显著，可以借助这个平台走出自己的发展模式。在培训过程中，本人对我院的培养模式进行深刻反思并有以下建议：（1）充分利用公办职业院校的政策优势，加大宣传力度，把我院“国防职业院校”品牌做大做强，并切实和当地的知名企业进行校企合作，提高学院品牌效应；

（2）跟踪把握毕业生的动态反馈，根据不同的专业市场及时调整培养模式，每年推出优秀毕业生和最佳就业单位，为在校生树立典型榜样，增加在同类院校中的竞争力和社会中的话语权；（3）苦练内功，合理整合教学资源，完善管理制度，做到奖惩分明，督促每位教师及员工各有所长，各有所思，各有所悟。唯有如此，才能提高教师及员工的爱校积极性，提高学院运作效率，提高学生的课堂利用率，增强学生的职业竞争力。

（4）在课堂教学上，要对学生强调“ 不应该事项”，提醒学生在社交礼仪、风俗文化及商务场合的禁忌及规范。

二、课程改革培训及对我系的思考

上海新侨职业技术学院经贸系主任王芬教授就中高职教育衔接课程标准研究进行了一系列课题式的讲解，突出强调了高职课程目前存在的问题：高职课程和中职课程界限不明，层次不清。目前绝大部分高职院校课程目标和中职院校没有明显不同，高职只限于对中职课程的重复和补充，在课程上没有体现高职特点。高职课程和中职课程在主干课程内容及名称方面都具有重复性。从课程设置上，只是中职偏重技能，高职略偏重理论，没有在课程上体现区别于中职的“高素质技能型专门人才”特点。

高职和中职在课程方面的同质性及缺乏竞争性等问题在我们学院同样存在。我院的前身为中职院校，在课程设置内容、授课方式、师资来源等很多方面都沿袭了以往中职的习惯。针对以上问题，本人建议如下：

（1）在确保学生实践能力的同时，提高学生自主学习能力、创造能力及创业能力，增加学生在专业领域的拓展能力和发展潜力。提高各种实践活动的参与率和有效性。通过集体组织或自主选择的形式，使学生在寒暑期从事各种实践活动，可以无视实践与专业的非对口性，以期端正学生的职业态度、增加沟通协调能力和团体协作意识。学院在实践管理方面要有实践计划、考勤、企业鉴定及档案表等硬性规定，确保学生实践活动得以有效进行。（2）加强师资培训力度，针对不同专业制作“课程教学包”，制作教学统一课件，同一课程小组分工合作，专兼职相结合，对课程目标和授课内容要有统一认识，并且能根据不同的主体采用灵活的教学方法，充分发挥课堂教学的有效性。

第四篇：国际商务沟通工作心得

工作感悟

随着中国经济的日益腾飞，中国各地的外贸行业也呈现蓬勃发展之势。自2010年毕业，便踏入外贸出口行业，在仅理论知识而零实战经验的情况下从事外贸工作，着实让我感到压力重重。

起初的担心与迷茫在公司精心的培训下慢慢销声匿迹，工作的内容让我逐渐意识到大学里《国际贸易实务》与《函电》这两门功课的重要性。

《国际贸易实务》是一门讲解一般国际间贸易往来及结算过程的课程，它不仅培养学生对贸易环节的理解及过程的操作，同时与《函电》有机的结合培养书面表达能力以及直接的口语交流。

两者的结合将国内外关系直接联系起来，从最初国外的订单到我们核对，下单，定船，发货，结算，均离不开此两者的运用。《函电》知识的很好掌握让我们在与国外客户沟通，报价，确认等环节的邮件往来中，能够注意格式的严密性，礼貌用语的合适性以及内容的专业性。而与工厂以及货代的环节则离不开贸易的基本流程，订单与国外确认好便下给工厂，安排交货期，并于货好前一周及时联系货代，询海运费，定好船，拿到入货通知便盯工厂在截港前将货送到，然后进行报关，提单确认的过程，船开后将提单寄给客户，在预定时间内结汇。虽之前没有实战经验，但课堂的多起案例分析让我们多少对整个过程以及中间会出现的部分问题该如何处理有一定的了解，做到心中有数。

另一方面，邮件之外的口语交流也是很重要的，《函电》课程对学生口语表达能力的培养也行之有效。课堂中学生之间真实场景的模拟练习，教师对交流中用词用语的指导，在很大程度上锻炼了学生的沟通能力，以此为基础，在实际工作中收到了很好地效果。

对于已经工作了一年的我而言，《国际贸易实务》与《函电》这两门课程在工作中很好的帮助了我，让我可以更快的接受行业新知，更好的了解流程，提高自己的操作技能。相信从事外贸行业的同学都会有这种感受，感谢学校以及老师们为我们开设这样两门理论实践结合的课

第五篇：期末考试 国际商务文化案例分析

2020-2021第二学期期末考试

国际商务文化案例分析

Title: Analysis of Multinational Marketing

Strategy of KFC

学 院: 外国语学院

专 业: 翻译

姓 名: 常凯昕

学 号: 20***

Abstract

With the globalization of production and trade, goods, services, population, technology and other factors move more and more freely beyond geographical boundaries, and now enterprises have achieved global resource sharing and allocation.Internationalization is no longer an unfamiliar word for everyone.Internationalization is beneficial for enterprises to make more effective use of the advantages of countries and regions, seize the opportunity of rapid development, and tap the demand potential of emerging markets, so that they can disperse enterprise risks by broadening the market base.It can also integrate operations on a global scale to effectively achieve the requirements of cost reduction;therefore, the internationalization strategy has become the only way for many large enterprises and the strongest choice to continue to grow.The internationalization strategy of KFC has a good embodiment in China.This article is mainly about the analysis of KFC’s marketing strategy in China.Many people believe that the success of an enterprise mainly depends on the opportunity, or luck, but why do some enterprises always miss the opportunity, while others can find the opportunity, seize the opportunity and take advantage of the opportunity to achieve success? Admittedly, there are many factors that affect the performance of enterprises, but from a long-term point of view, the key to the success of enterprises lies in whether they can formulate a strategy that meets the requirements of their own strength and environment, and implement it effectively.With the acceleration of the process of world economic globalization and integration and the intensification of international competition, this characteristic is becoming more and more obvious.In my opinion, KFC’s success in China is based on its professional strategic analysis, scientific strategic choice and effective strategic implementation.Key words: KFC;Internationalization;Analysis

Case

KFC Fried Chicken has been one of the most famous international brands in urban China since it opened its first Western-style fast food restaurant in Beijing in 1987.In the list of Chinese consumer’s most favorite well-known international brands, KFC stands on the top.Since its operation in China, it has carried out aggressive advertising in China.One feature noticeable in KFC’s commercials is its representation of an ancient art form of China-Beijing Opera.It is interesting to find a U.S.fast food brand presenting a declining traditional art and attaching pop culture elements with it.One of the commercials also depicts a Beijing opera actor in costume and with makeup having his KFC meal.The second is divided into two parts: the father is singing Beijing opera in the left room while the son is dancing with hip-hop music in the right room.They finally get to reconciliation by eating the Old Beijing Chicken Roll served by the mother.In addition to their advertising effort, they also provided diversity in their product line.They provided Old Beijing Chicken Roll, a wrap modeled after the way Peking Duck is served, with fried chicken inside and accompanied with green onions and hoisin source.Sichuan Spicy Chicken absorbs the spicy flavor of Sichuan dish.Chinese-style breakfast like porridge is also served on the breakfast menu.Analysis

In the case of KFC, we can see that KFC contains rich cultural connotations.Consumers in many countries around the world regard KFC as the quintessence of American products, but the company is not dogmatic to promote American culture.KFC’s marketing strategy includes both standardization and differentiation in globalization.The company sells the same staple foods around the world, such as Big Mac hamburgers, French fries, Coca-Cola and so on.KFC strives to keep the tastes of its main products, such as beef pies, buns and French fries, the same around the world.The company is so strict with its suppliers that even onions have to meet certain standards.When KFC developed in China, it perfectly integrated Chinese elements.For example, there is a noteworthy feature in KFC advertisements, which represents an ancient Chinese art form-Chinese Peking Opera.We should know that Beijing Opera is the most influential opera in China, with Beijing as the center, spread all over the country;and Beijing Opera has spread all over the country and has a wide influence, known as “national opera”;Beijing Opera is an important form of expression of Chinese traditional culture, in which a variety of artistic elements are used as symbols of Chinese traditional culture.Using Beijing Opera as an element in advertising can be said to be a good integration of Chinese traditional culture.KFC has added local features such as old Beijing chicken rolls to the main foods sold in China, as well as Chinese breakfasts such as porridge, catering to the tastes of Chinese consumers and fully reflecting the diversity of KFC’s products.The following is a series of analyses I have conducted on KFC:

Ⅰ.SWOT Analysis

1.1 Strengths

The localization strategy implemented by KFC makes it one of the fast food restaurants with the fastest development, the largest scale and the greatest market influence in China.Because of its strict and unified management and clean and elegant dining environment, many consumers like to choose to eat or rest in KFC, and their concept of service has had a great impact on people.KFC has formed a high-quality team and complete management system in the past 20 years of development in China.When we eat or rest inside, we can feel the fruits of learning from Chinese society and market, which gives us a sense of being valued to a large extent, which attracts more and more customers for KFC.1.1.1 The Taste of the Product

First of all, French fries and hamburgers have strict technological standards and seasonings, which can ensure the same taste in different stores, thus ensuring the quality of the products.Secondly, KFC will launch new products and new flavors from time to time, so as to attract the attention of more people who like to taste fresh.1.1.2 The Environment and Facilities in the Store

First of all,the environment in the KFC store is elegant, and the comfortable music makes the atmosphere very comfortable;the smiling staff service;Secondly, the KFC store has a clean bathroom to ensure that customers have a lot of inconvenience in the dining process.1.1.3 Excellent management concept

The key points of standardization in KFC service are: C: keep beautiful and tidy restaurants;H: provide sincere and friendly reception;A: ensure accurate supply;M: maintain excellent equipment;P: adhere to high-quality and stable products;S: pay attention to fast and quick service.1.2 Weaknesses

There have been many illegal business operations, such as mutant chicken, adding Sudan red to food, excessive whitening agent in the materials of the whole family bucket, making soybean milk with soy milk powder, etc., although the public relations work has been done well, but to a certain extent, it weakens consumers confidence in it, and all the things about fried are harmful to our health, now more and more people pay attention to their health.All follow the old saying that “illness enters the mouth”, such an incident still occurs in KFC, which makes consumers pay attention to KFC again.1.2.1 Fried food

KFC’s food cooking methods are mainly fried and fried, while the food is mainly chicken, so the food structure has the characteristics of high fat, high calories, low vitamins and low fiber.it is especially easy to lead to excess calories and lead to obesity.1.2.2 Price

In the face of the price of some products, such as 7.5 yuan for a small cup of cola and 11.5 yuan for a large cup, the price is relatively high, which is not recognized by the population of some rural cities and towns, so there are fewer branches in counties and towns.1.3 Opportunities

With the rapid development of China, it is the largest consumer of KFC: with the development of Chinese social economy and the improvement of people’s living standards, the development of fast food industry has begun to grow, and people have more and more demand for fast food with great potential.Consumer groups are also constantly expanding, more and more Chinese people have accepted KFC, from office workers, shoppers, college, primary and secondary school students to urban floating population, tourists have everything, and its popularity in the hearts of the Chinese people is constantly expanding.Start the “world-famous chicken expert”brand: Chinese people’s diet in eating chicken, duck and fish, chicken is ranked first, compared with other foreign fast food, chicken products are also more acceptable to the Chinese people.1.4 Threats

As we all know, McDonald’s is KFC’s biggest competitor, and whenever one of them launches a new product, the other will keep pace.Now people’s concept of diet has changed a lot, and many people advocate eating healthily, so fast food restaurants such as real Kung Fu have emerged as the times require.Although this is different from fast food restaurants such as KFC, it is still competitive with KFC, and the threshold for operating fast food restaurants is relatively low, which brings a lot of potential competitors for KFC.1.4.1 Other foreign fast food grabs market share

With the continuous development of Chinas economy, one is McDonald’s and pizza restaurants with the same foreign culture, which have the same advanced ideas, management experience, and service attitude.Fast food led by McDonald’s is its biggest threat.1.4.2 The rise of local fast food

Another category is China’s local fast food chains.Fast food in China has developed rapidly in recent years.Although these restaurants are slightly inferior to KFC in terms of concept, management experience and service attitude, they have strong advantages.They have a wide range of customers and the food is more suitable for Chinese tastes.Ⅱ.Environmental Analysis

2.1 Macro-environment

In China, all kinds of foreign-funded enterprises used to enjoy “super-national treatment”in tax, political and legal aspects, but now due to a series of violations(mutant chicken, hormone chicken, adding Sudan red in food, etc.)in McDonald’s and KFC, it has attracted the attention of the whole society.Set off the public opinion and criticism of the broad masses of people, which also caused the relevant departments to investigate it, and the state will step up the pace of legislation to regulate their behavior in response to this series of events.And in the current environment where the economy is not very revitalized, even if the country has issued a lot of policies to stimulate people’s consumption, there will still be certain restrictions on the expansion and development of KFC.2.2 Micro-environment

Nowadays, the fast food industry is becoming more and more popular in China, and it is assumed that the competition is also increasing.Even if affected by various factors, it promotes a management model combined with Chinese characteristics and its localization strategy makes it one of the largest fast food restaurants in China, although now more and more people pursue a fast life.And “foreign fast food” is just to meet the needs of people, but now people pay more and more attention to a healthy and balanced diet, even if it launched a nutritious breakfast, it still can not change peoples usual position of providing food.Ⅲ.Market Positioning Analysis

(1)According to the advantages of KFC products, the unique taste of its chicken food is suitable for Asians, especially Chinese, and is more easily accepted by families and young consumers.The enterprise regards the customer as God and smiling service as the corporate image;the brand will be positioned in the “world-famous chicken cooking expert”, “chicken delicious, all in KFC”, and will open stores in downtown towns and commercial streets with more people.(2)The advantage of product localization.McDonald’s and KFC also take the family as the object, McDonald’s performance is completely younger, more feel is young dazzling and cool, while KFC has always emphasized localization, more family kindness and warmth.Ⅳ.Competitor Analysis

KFC’s biggest competitor is McDonald’s.(1)The unique taste under the guidance of QSCV(quality Service Clean value)strategy attracts more people to choose the location of the store and the advanced nature of the service.(2)The target population market is targeted at the mainstream consumption of young people to provide an easy and convenient fast food restaurant.(3)Price analysis: McDonald’s makes unified pricing and price reduction to meet consumers’ price demand according to consumers’ preference for product value.(4)Development strategy: McDonald’s plans to open more than 2300 restaurants in China in 2015.(5)The promotion system: the joint advertising fund system carries on the fund to carry on the advertisement promotion to set up the special portal website to carry on the logistics management.Ⅴ.Marketing Mix Strategy

5.1 Product Positioning

KFC uses chicken as the main raw material;uses localization differences to launch new products in time.In terms of product localization, KFC spares no effort to meet the different needs of Chinese consumers.Including old Beijing chicken rolls, Tomato and Egg Soup, Sichuan spicy chicken, nutritious breakfast and so on.5.2 Product Mix

Divided into breakfast, porridge, Youtiao series of staple food and side meals;dessert, cold drinks, hot drinks set takeout and so on.5.3 Product Packaging Strategy

Paper is the main material, environmental protection and heat resistance, easy to print patterns.5.4 Advertising Strategy

Adopt local culture and change “Life with good taste of KFC” to “Life is so coquettish”.“Life is so coquettish” comes from Spring Snow in Qinyuan, which shows that localization meets the needs of the people.It also introduces the element of “Beijing Opera”, a traditional Chinese form of artistic expression, and uses advertisements to enter the hearts of the people.5.5 Personnel Promotion Strategy

Staff direct promotion, order promotion, make use of consumer word-of-mouth to promote new products.5.6 Sales Promotion Strategies

Children’s toys, lovers’ pendants, Christmas gifts, egg tarts, coffee and other gifts;holiday coupons, product coupons and other promotions.Ⅵ.My Suggestions

However, when the fast catering industry, such as “True Kung Fu” and “Oriental White”, which focuses on Chinese food, is on the rise, KFC is also facing great challenges.From this, I have come up with the following suggestions:

First, keep quality first, integrate into China’s national conditions, and pay close attention to health and nutrition.Do not use soy milk powder to sell soy milk, which is not fresh and nutritious.Don’t take the moldy hamburgers out, blame the supplier.Make sure that it is healthy, fresh and nutritious as mentioned in the advertisement.French fries do not taste good for a long time, reduce the price or their own staff to eat, do not throw away, this waste of food is not desirable.Second, cut off bad additives or excessive additives from the source of the supplier.Repeated incidents such as “Sudan red”, “oil filter powder” and “sky green incense” still frighten consumers.Although KFC has a half-century history of development, its accumulated crisis management methods have been resolved in every negative event of news exposure.But today, with more and more attention to food safety, KFC can only consciously and strictly grasp food safety in order to be accepted by the people, otherwise, no matter how powerful it is, it will be seized one day.Third, about coupons.Many fast foods, such as McDonald’s, support the use of coupons by displaying pictures directly on smartphones.However, KFC also insists on printing, which is very wasteful and not low-carbon.Fourth, treat guests politely, increase the training for domestic KFC staff and front desk service staff, and improve their service quality.Staff quality and service directly affect the brand image and customer satisfaction.In China, the smile service of KFC employees is not yet in place.Fifth, increase the diversification of food and constantly push through the old and bring forth the new.In the face of the continuous development of a variety of fast food industry and young people’s psychology of innovation, at this point, it is not as diverse as McDonald’s.KFC should constantly make efforts on diversification in order to attract more customers.Conclusion

Now the competition in society is becoming more and more fierce, the pace of people’s life is constantly accelerating, and more and more people are constantly shortening their own rest time for the efficiency and performance of their work, which has led to the development of “foreign fast food”.And its emergency delivery and online food ordering services, not only to a large extent to promote the foreign culture of KFC, but also very in line with the needs of modern busy people.Because life is much better than before, pocket money for college and middle school students is also growing proportionally, their pursuit of food tends to taste and taste, for them, eating fast food like KFC can not only enjoy the food, but also get a great degree of respect, which attracts a lot of students to spend money in KFC.Today, KFC has become a model of efficiency, standardization and hierarchy.KFC’s accurate grasp and timely choice of internationalization strategy has become an important example for rising stars to go abroad.What is more valuable is that KFC does not rigidly adhere to the theoretical framework for strategic adjustment, but can proceed from the actual needs.Business management is the same truth, no theory can completely cover all management problems, and even can say that no theory is always correct.No matter how advanced the management theory is, there are applicable premises, just as the internationalization strategy focuses on localization, standardization or multinational in different situations, enterprise decision-makers must make pragmatic decisions according to the external environmental constraints and the nature and level of internal resource capacity.