With the rapid development of economy and the continuous improvement of people's living standards, in the social environment with the accelerating pace of life, the fast food industry is gradually entering people's life and becoming an indispensable part of People's Daily life. The high speed development of the fast food industry, especially the performance of KFC and McDonald's in the Chinese market, is remarkable. This paper studies the comparison of local marketing strategies between KFC and McDonald's in China- -taking Qinzhou market as an example. Mainly through the 4P strategy, from the product, price, channel, promotion of four aspects of comparative analysis, to find out the success of its localization, and finally put forward feasible suggestions for the development of Chinese catering enterprises, to promote their better development.

Linlin Jing. KFC and McDonald's in China Localization Marketing Strategy Comparison- -Take the Qinzhou Market for Example. International Journal of Social Sciences and Economic Management (2023), Vol. 4, Issue 3: 25-34. https://doi.org/10.38007/IJSSEM.2023.040304.

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