题目
Chinese and Western Food
要求
Write an essay on the above topic by comparing or contrasting, to explain why western food(KFC) wins over Chinese food for Youth today.
在世界的各个角落，在中国的每个城市，我们都会常常看到一个老人的笑脸，花白的胡须，白色的西装，永远都是这个打扮。就是这个笑容，恐怕是世界上最著名，最昂贵的笑容了，因为这个和蔼可亲的老人就是著名快餐连锁店“肯德基”的招牌和标志。对于很多青少年来说，或许这位老人是他们再熟悉不过的了吧。尽管中国的美食已经成为文化，沉淀了几千年，却有更多的人喜欢肯德基，尤其是对青少年而言。对比中西方美食，诸如肯德基之类的，肯德基和中国美食的区别在于什么地方呢？他对青少年到底有怎么样的吸引力呢
In every corner of the world and in every city in China, we will often see the smiling face of an old man, with gray beard and white suit, and which will always be that
dress. That smile, I’m afraid, is the most famous and
expensive one in the world, because that kind old man is just the sign and symbol of the famous fast-food chain "KFC". For many young people, perhaps they are just too familiar with that old man. Contrast between Chinese and western food, although Chinese food has become a culture, and precipitation for thousands of years, there are so many people like KFC, especially for youths. What’s the
difference between them? How do western food ,KFC, appeal to our youths?
从经营项目来看，肯德基主要销售炸鸡、汉堡、薯条和汽水等西式快餐食品，特别要说的是肯德基以鸡肉为主要食品，这一点在中国市场占尽优，更赚足了儿童和青年人的人气。餐厅的设计以西式设计为主，但食物则做到中西结合，使人们在品尝到可口食物的同时又感受到不同的西方文化。并且餐厅常常推出新的美味，和好看的包装，让顾客永远都有最新的选择，这一点大部分的中国餐馆恐怕
是比不上的，因为中餐往往是靠着招牌菜而店门红火，私房菜都是有秘方的，菜的口味和造型都是经过时间和实践的历练研究出来的，所以菜品的更新速度跟不上消费者的喜好的变化。看来，变化和新意也是讨好青年人的不错的手段。 From the point of business projects: KFC, their main sales are fried chicken, hamburgers, French fries, soft drinks, and other Western fast food, in particular to say they make delicious chicken food, which really takes a great advantage in the Chinese market, for chicken food is very popular in china, especially among youths. Western designed
restaurant, but the food in KFC is to do the combination of Chinese and Western, by which customers are in the taste of delicious food and with the feel of different western culture. What’s more, KFC is in an effort to introduce new delicious food, and well designed packaging, so that
customers will always have another choice. In this aspect, I think most of Chinese restaurants cannot compare with it, because Chinese restaurants’ good businesses often rely on the specialty of the house, while such private home cuisine usually experienced long and hard time of
research and development , so the basic form of cuisine will not change. To some extent, some Chinese restaurants is slower than KFC on the speed of updating the dishes.
经营方式和策略来看：
在十年前，面对中国人的经济情况，肯德基将消费的对象设定为有小孩的家长，不断用新玩具来吸引小孩。但在十年后的今天，中国人的经济变好了，肯德基将消费对像不在单单设为有小孩的家长，更多的设为青年人。肯德基便用不断更新的食物来吸引青年人。将重心很好的放在了让人获得愉悦感。使吃肯德基成为青年人心中的一种时尚。
From the point of mode of operation and strategy: On one hand, ten years ago, in the face of the economic situation of Chinese people, KFC set the consume objects to children’s parents, constantly with new toys to attract children, but today, after 10 years, the Chinese economy is getting better, thus KFC set their consume objects not only to parents, but more likely to the young people by constantly update food to attract them. They focus on customers’ possession of the sense of pleasure and make eating KFC become a fashion in the minds of youth. However, Chinese food is to people of all ages and both sexes. For youths, it seems slightly dull and tasteless .
在闹市区不断的设定就餐地点，使顾客可以方便快捷地找到肯德基的餐厅就餐。店面装修干净整洁，服务人员对不同身份的客人都报以热情的态度，使人感觉温馨，激发人的食欲。这一点抓住了中式餐馆的弱点，便宜的中餐，要么就餐环境不佳，要么口味不好；两者兼备时，价格也就不便宜了，而且目前国内的服务人员的态度令人反思。相比之下，不管是就餐环境还是服务态度。肯德基就做到了很好地融合，我想青年人更喜欢到这样轻松的环境享受美食时间。
再说肯德基的公关手段，黄金时间播出广告，使顾客不管在哪里都可以了解到肯德基:店面装修干净整洁，服务人员对不同身份的客人都报以热情的态度，使人感觉温馨，激发人的食欲。。在这个广告满天飞的时代，我们见过多少广告是为中餐打的呢。从视觉上征服青少年，不失为良策呀。
On the other hand, let’s talk about KFC’s marketing tools: using multimedia advertising to reach their clients. Prime-time advertising could make people know clearly
about KFC wherever they are. When people talk about KFC, a picture formed in their mind: in a restaurant with a sample nice and clean decoration, Waiters provide service with enthusiastic attitude for all the guests of different identity and customers dining in a pleasant atmosphere. However, in the era of advertising that ads become all over the place, how many ads we’ve viewed for the Chinese food? Just a little few.
不得不说，无论文化还是饮食，要想得到很好地发展，首先要了解消费者的喜好，特别是针对青少年这一个特殊群体，要以新意征服他们的内心，从而得到品牌和效益的双丰收。
Have to say that both culture communication and food industry to get a good development, the first thing has to do is to understand the preferences of consumers,
especially for this special group of youths, using creation to win their heart, and to get a nice brand and
substantial benefit .