翻译2.docx

翻译2.docx

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翻译2

Abstract:

KFCisalargecompany,whichischainoffastfoodfromtheU.S.ItisthefirstAmericanfast-foodenterprisesinChina.After25yearshardwork,KFCinChinahasachievedgreatsuccess.ByanalyzingthesuccessofKFCcanbesummedupsomepoints:

seizetheopportunity,tounderstandtheculturaldifferencesbetweenChinaandtheU.S.diet,tomakeuptheculturaldifferences,playtheadvantagesofdifferencescultural,theimplementationoflocalizationandstandardizationstrategy,effortstobuildbrandimage.

Introduction

KFCisthefamousfastfoodoffriedchickenchainintheworld.Ithasmorethan10,000restaurants,themainsellingfriedchicken,hamburgers,Frenchfries,softdrinksandotherWestern-stylefastfood.Today,KFCandPizzaHutknowncasualdiningbrand（PIZZAHUT）,theMexicanrestaurantTACOBELLtasteandA&W,LongJohnSilver's（LJS）belongtotheworld'slargestrestaurantchainisone-Yum.

ByHarlan•KFCColonelSandersin1952andKentuckyintheUnitedStatescreated.SpeakingofKFC,wewillthinkofanoldman'ssmile,graybeard,whitesuit,blackglasses,becausetheoldmaniswell-knownfastfoodchain,"Kentucky"signsandsymbols-Harlan•ColonelSanders.Thesamein1952,SaltLakeCityisauthorizedtooperatethefirstKFCrestaurantwasestablished,whichisjoiningtheworld'sfoodfranchisestart.Subsequentyears,agrowingnumberofKFCstoreshavebeenestablished.In1964,lawyerandbusinessmanJohnBrown•Jack•Maise,whoformedtheinvestmentgroupacquiredtheColonelSandersofKFCbrand.

KFCbegantoconsiderthecompanytoentertheChinesemarket,inlateSeptember1986.KFCconsideringentertheChinesemarketforseveralreasons.China-USrelationsinthe1980stendedtoease,throughaseriesofinspectionandanalysis.KFCdecidedtoBeijingasenterChina'spreferredcity.AndNovember12,1987,inBeijing,thefirstKFCrestaurantopenedinfrontdoor.

I.

ForKFC,Chinahasastrongappeal.Comparedwith70years,inthelate1980s,Chinatofurtherimplementtheinvigoratingthedomesticeconomy,foreignpolicyofopenness,open-doorpolicytoforeignenterprises.Meanwhile,people'slivingstandardhasimprovedsignificantly,people'sspendingpowerwhichhasalsobeengreatlyimproved.Themoreimportantpointis:

Chinaisapopulouscountryandabigdietcountry,thepotentialmarketisverylarge.Moreover,accordingtoKFC'sunderstanding,Chinadoesnothaveotherfast-foodcompanies.ThisKFCisdefinitelyagodsend.

LookingbackonhistoryinChina,thestrategyusingofKFCisverygoodinthishistory.

Asweallknow,abusinesstoenteranewmarketchallengeisenormous,becauseanewmarkettherearetoomanyuncertainties,companiesshouldtakegreatrisks.Similarly,forKFCenteredtheChinesemarketisalsofacingchallenges.Forexample:

theyhavetounderstandChinesepeople'sconsumptionlevelandhabits,tounderstandtheChinesepeople'sdietandconsiderhowtogetconsumersinChinawhichhasdevelopeddietculture,andsoon.ThisrequiresKFCtodevelopacorrectandeffectivestrategytoenableenterprisestoestablishthemselvesinChina.

Ultimately,KFCdecidedtoplaytheculturalcard,throughtheculturetoentertheChinesemarket.Sowhychoosetoplayculturalcard?

Thisisinseparablewithculturecharacterized.Cultureisthecomplexwholethatincludes:

knowledge,belief,art,law,morals,customsandanyothercapabilitiesandhabitsacquiredbyhumansasmembersofsociety.Cultureisacomprehensiveconcept.Itincludesalmosteverythingthatinfluencesanindividual’sthoughtprocessesandbehaviors.Cultureisacquired.Itdoesnotincludeinheritedresponsesandpredispositions.Thecomplexityofmodernsocietiesissuchthatcultureseldomprovidesdetailedprescriptionsforappropriatebehavior.Thenatureofculturalinfluencesissuchthatweareseldomawareofthem.Cultureprovidestheframeworkwithinwhichindividualandhouseholdlifestyleevolves.

AccordingtoKFC'sresearch,foodculturebetweenChinaandtheU.S.thereisacleardifference.China'sculinarycultureasthemostobviousfeatureisexquisitely.

1.FourSeasonsaredifferent:

throughouttheyear,accordingtotheseasontoeat.Sinceancienttimes,Chinahasbeenchangingaccordingtoseasontotaste,garnish,andwinterpuretastestrong,lightandcoolinsummer;inwinterstewsimmer,freezingcoldinsummerandmore

2.payattentiontobeauty:

Chinesecooking,notonlyskilled,butalsopayattentiontothebeautyoftraditionaldishes,payattentiontofoodcolor,smell,taste,shape,controlcoherence.

3.focusonfun:

focusonveryearlytasteofChinesecookingfun,notonlyforthesnackfoodcolor,smell,taste,therearestrictrequirements,butalsofortheirname,tastetheway,therhythmofmeals,entertainment,etc.areinterspersedcertainrequirements.

4.Healthwithfood:

Chinesecookingtechniques,andhealthcarearecloselylinked,theuseofthemedicinalvalueoffoodrawmaterials,made​​ofavarietyofdeliciousfood,meetthepurposeofpreventionandtreatmentofcertaindiseases.

ThedietculturecharacteristicsoftheUnitedStatesandChinajusttheopposite.Itfeaturesa"roughmadreally,"consumptionoffreshrawmaterials,donotrelyonadditives,flavoringagents,foodtomaintainauthentic,non-messyprocessofcooking,whethergrilled,fried,deep-friedarenotverycomplicatedwork,butalsodonotpayattentiontosmallfiretosimmer,notmuchfancydecoration.ThemainstructureoftheU.S.foodsystemisonethousandtwohundredthirty-fourastriangularshape,themostimportantonebeef,twochicken,fish,threepigs,sheep,shrimp;fourarebread,potatoes,corn,vegetables.TheAmericansintheirdailylivestoreachthelargestfoodishamburgers,friedchicken,pizza,pastasauce,Tacoburritos,sandwiches,hotdogs,Frenchfries.Allinall,payattentiontofineAmerican-stylediet,thepursuitoffastandconvenient,morepopular.

TheaboveanalysisshowsthatU.S.foodcultureisindeedverydifferent.However,thedifferencesbetweenChineseandAmericancultureisnotinsurmountable.Becausecultureisacquired,notcongenital.Inaddition,cultureisdynamicandwillchangewiththeenvironment.Chinaconstantlychangingenvironment,sothatKFChasthepossibilityofSino-USculturalexceeded.

Atthattime,China'seconomicdevelopsharply.Meanwhile,moreandmorepeoplecametothecities.People'sincomehasbeengreatlyimproved.Thefollowingchartcanreflectthesituation:

In1987,China'surbanpercapitaannualincomeisabout$1,000.Thengraduallyincreasedtoreach6,000yuanin1997,tenyearsturnedasix-fold.1991to1994growthrateofurbanpercapitadisposableincomereachedahistoricalmaximum,from12%-30%.By2007,urbanpercapitadisposableincomereached14,000yuan.Rapideconomicdevelopment,people'smaterialneedsoftheincreasingcases,thefoodserviceindustryhavedevelopedrapidlyinordertomeettheneedsofsociety.Ontheotherhand,withtheacceleratingpaceofurbanofficeworkerswork,payattentiontothepracticeofChineserestaurantsthecityhasnotkeepupwithchangingneeds.Peoplewantafast,andpeaceofmindrestaurantssupplementtheoriginalstressofChineserestaurants.ThisdemandisconsistentwithAmericanculturewhichconvenientandfast.Second,asChinacontinuestoopenup.MoreandmoreforeigncultureintoChina.AvarietyofcultureandChinesecultureinteractingeachother,sothatpeoplehaveastrongercultureofinclusiveness.ThisKFCisagoodculturalconditionsexceed

II.

InKFCopinions,ifitlikestoenterinChina,itmustplaytheculturalcard.KFChopestocombineChineseculturewithUSculture.Inthemeantime,KFCseekswin-winsituationintwocultures.Inaddition,KFCwantstogivetheadvantagesofdifferentculturesplayfully.

KFCbelievesthatitstargetistonarrowtheSino-USculturaldifferences,andseekwin-winsituationinSino-USculture,butthistargetcan’tbereachedbyonestep.ASafirststep,itmustunderstandandadapttodietaryandculturalneedsofChineseconsumers.Thus,thelocalizationisontheagenda.

WhyKFCregardsthelocalizationasakingcard?

Infact,KFCbelievesthatitshouldkeeptheChineseconsumerpsychology.BecauseincreasinglyaffluentChineseconsumersareusedtoeatingcheese,bread,hasgraduallyhadarespectforWesternfoodcultureperiod.TheybeganlookingfortheChinesetaste,thetasteisnotonlythetastebudsonthetongue,thetasteisamemory,atrue"traditionalChinesetaste."Therefore,Kentuckywillbelocalizedinthisperiodasatrumpcard,justtomeetChineseconsumerpsychology.

ThroughaseriesoflocalizedR&DeffortsKFCProducts:

Introducedin2002,breakfastporridge,launchedin2003OldBeijingChickenRoll,2008launchedthe"peaceofminddonut"andlaunchedtheSichuan-stylebeefproducts"Sichuanspicytenderbeeffiveparties,"2009launchedthe"Lawwindbiscuits"in2010,launchedthe"alcoholmilk."

InFebruaryof2011,KentuckyinordertocatertoChineseconsumerslaunchedagainwithastrongChineseculturalproducts-ricepackages.ItisacombinationofChineseandWesternrepresentative.Themainproductsarerice,"BaconMushroomChickenRice"and"ingeniousspicychickenrice"two.Bothproductsarericeandchickenwithrice-basedmaterials,whichfullytakesintoaccountthedietaryneedsofChineseconsumers.Baconmushroomchickenrice,withapieceoflettuce,mushroomsandbacongrain,andaseriesofFrenchtaste;skilledspicychickenandrice,anditwithcorn,lettuceandspicysauceslice,hitSichuanspicyflavor.WesternKentucky'spracticetoprovideconsumerswithadifferentcho