Research On The Strategy Of Localization Of Pizza Hut Brands In The Perspective Of Relationship Marketing

With the intensification of globalization,more and more multinational brands have settled in China.Due to the huge difference between foreign markets and the Chinese market,this forces multinational brands to adopt appropriate localized communication strategies to accommodate the brand's spread in the Chinese market.Pizza Hut is a dominant brand under the Yum! Brands Group.Since Pizza Hut entered China's casual catering market in 1990,it is now almost 30 years old.Through accurate positioning and appropriate communication strategies,the brand image has been deeply rooted in people's hearts.With the independent listing of Yum! China on the NYSE on November 1,2016,it means that Yum! Brands China has become an independent listed company.Pizza Hut's brand communication strategy in China is also necessary to make adjustments that are closer to the Chinese market.How does the brand communication strategy adjust? Urgently researched.Judging from the current market environment,customer resources are the focus of competition among brands.Therefore,companies must promote the brand's communication by establishing a cohesive relationship with consumers.Therefore,in the perspective of relationship marketing,this article takes the Pizza Husbands brand localization communication strategy as the research object,and uses literature research methods,investigation methods,interdisciplinary research methods and other research methods,from product services,communication methods,cultural integration,etc.This paper analyzes the current situation of the localization of Pizza Hut brand and analyzes the problems existing in the localization of Pizza Hut brand from four dimensions: establishing relationships with Chinese customers,maintaining relationships,enhancing relationships,and resolving relationships.In order to solve the problem,we use theories of relationship marketing,use and satisfaction,and integrated marketing to propose corresponding adjustments to the localization communication strategies from the above four aspects,so as to enhance the localization of the Pizza Hut brand.In the aspect of relationship building,through the investigation of customer needs and the establishment of a good relationship with customers can improve the localization of the decision-making level;relationship maintenance,in the full use of local social media,the establishment of online customer information database,to provide customers with accurate At the same time,we must pay attention to interpersonal communication,focus on maintaining the relationship with opinion leaders,and provide experiential marketing online to form differences in relationship maintenance to achieve personalized communication;enhance relationship,and integrate culture and public welfare.It is necessary to increase publicity and cooperate with well-known Chinese local brands in order to enhance the localization of their brands;to respond to customer's dissatisfaction and timely communication and feedback,to save customer relations,so that “complaint” customers can also specialize in “faithfulness”."customer.It is hoped that this article will provide viable and effective suggestions for the localization of Pizza Hut brand,and at the same time,it can also give some inspiration to multinational brands developing in China.