Research On American Fast Food Companies' Localization Marketing Strategy In China

The pace of world economic integration has never stopped,and the localization marketing strategies of multinational companies have been constantly updated and developed.As a market complex with great consumption ability and potential,China attracts many multinational catering investment and operation.But at the same time,as a country with a long history,diverse culture,numerous nationalities and vast geographical resources,China's catering market is more complex and challenging than other countries and regions.At the same time,China's marketing theory research must be rooted in China's market economy practice,and the participation of multinational catering enterprises has brought rare learning opportunities to Chinese catering enterprises.Many scholars and industry insiders have discussed,reflected and compared,studied the development process and operation characteristics of foreign catering enterprises,summed up the successful experience of operation and management of some well-known transnational catering enterprises,and provided a lot of experience worthy of reference for the development of Chinese catering enterprises.However,for China at this stage,the involvement of multinational enterprises has also promoted and accelerated the pace of theoretical research and innovation of China's marketing to a certain extent.Therefore,it is of great guiding significance for the development of Chinese catering enterprises to pay attention to the practical marketing experience of multinational enterprises in China and summarize their successful marketing theories.Chinese enterprises should learn from multinational companies their successful localization marketing strategies in China,constantly improve the concept of marketing localization and their own management level,at the same time,integrate cultural elements and national feelings into three meals a day,moisten the silence,inherit and carry forward the excellent traditional Chinese culture,and bring the beauty of Oriental civilization to the world.