Academic Scientific JournalsThe Effect of Economic Development Level on the Spatial Diffusion Characteristics of Western Food Brands
DOI:
https://doi.org/10.26881/jpgs.2023.2.03Keywords:
Economic Development Level, Western Food Brands, KFC, Starbucks, ChinaAbstract
This study uses KFC as a representative brand of Western fast food to reflect the consumption ability of food, and Starbucks as a representative brand of the beverage industry to reflect the consumption ability of beverage, defines an S/K formula, compares the data with the level of regional economic development in order to present a certain correlation, and explores the spatial distribution characteristics of KFC and Starbucks, the influence of cultural institutions and economic influences on spatial selection. The study found that the ratio of the number of Starbucks stores to the number of KFC stores showed a positive relationship with the level of economic development (i.e., GDP and GDP per capita). The study not only empirically complements the current research on the spatial expansion of multinational retail firms but also provides validation for the theory of the spatial expansion of firms. At the same time, the study can provide some reference for site selection for other brands in similar fields entering the market.
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