Author(s)

Haoran Li, Xingchen Zhou, Ivan Xiong, Van Wang

Corresponding Author

Haoran Li

ABSTRACT

COVID-19 pandemic, has hindered economic development, and it had many negative effects on all walks of life, like the financial losses, reduction on the number of the labor, etc. With these terrible impacts, a number of companies were facing closure. However, there were still some companies , like the catering company, KFC, which is the largest fried chicken chain company , could cope well with the huge shocks effectively from the pandemic, by operating three marketing strategies to change the current situation of KFC and getting additional outside support from the government and the society, although it was also influenced strongly in many aspects: advertising, economy and business proportion, but it had four coping methods, which were selling without touching, Drainage through e-commerce platform, window advertising and a paradigm shift. Moreover, KFC had also developed contactless pickup, online business, promotional video, and raising money for charity. So, this work aims to study the influence of the pandemic on KFC to investigate the strategies of KFC, which helped it to suffer from the economic downturn from the disease and its electronic commerce during the epidemic by analyzing the actual graphs and some references. In addition, KFC should maintain its strategies and concentrate on innovation.

KEYWORDS

Epidemic, kfc, strategy