SHS Web Conf.
Volume 163, 20232023 8th International Conference on Social Sciences and Economic Development (ICSSED 2023)
|Number of page(s)
|Marketing and Organizational Behavior Management
|28 April 2023
How to Make Jollibee Popular in China Mainland Market by Taking the Advantages of Four Principles of Contagiousness?
City University of HongKong
Jollibee is the No.1 Filipino fast food brand which was founded in 1975. In recent years, the brand has embarked on an aggressive international expansion, with more than 270 international branches in 17 countries such as United States, Canada, Brunei, Vietnam, Singapore, Malaysia, Saudi Arabia, United Arab Emirates, Italy, Spain, etc. In this report, I think Mainland China is also a good choice for Jollibee to choose to flourish. And the research question of my analysis is How to make Jolliebee popular in Chinese market by taking the advantage of four principles of contagiousness. I analyzed Jollibee’s brand backgrounds and did SWOT analysis for the brand. In order to help Jollibee to go viral in Mainland China, I recommend Jollibee to adopt 4 out of 6 Principles of contagious by Jonah Berger, which are Social currency, Triggers, Public, and Practical Value.
© The Authors, published by EDP Sciences, 2023
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0 (https://creativecommons.org/licenses/by/4.0/).
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