自从1987年北京前门第一家肯德基开张到现在,肯德基以优质的产品和良好的品牌形象及高效的营销策略在中国获得了成功。“立足中国,融入生活”是肯德基行之有效的中国战略。作者对九江市内的三家肯德基店进行实地调查,共发放问卷200份,其中有效问卷195份,占97.5%,主要对顾客的购买动机、顾客感知及满意度等方面进行了分析。 Since the first KFC opened in front of Beijing in 1987, KFC has been successful in China with high quality products, good brand image and efficient marketing strategy. “Based on China, into life ” is KFC effective Chinese strategy. The author conducted a field survey of three KFC stores in Jiujiang City. A total of 200 questionnaires were distributed, including 195 valid questionnaires, accounting for 97.5% of the total, mainly analyzing customers’ purchasing motivation, customer perception and satisfaction.