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本文将兰州市闹市区一家肯德基餐厅作为田野观察点,将其看作是全球化的一种文化符号,旨在通过参与式观察的方式,对肯德基作为跨国企业与本土环境相互融合的过程、逻辑进行描述,同时,从消费者、跨国企业员工、空间转变三个角度对肯德基作为全球化的文化符号在面对本土环境时所作出的回应进行描述,探讨在面对全球化浪潮与地方发展转型的双重环境时,发展相对落后的地区是如何对“全球标准与本土适应”撞击下产生的新环境做出回应的,并由此洞见全球化与本土化之间的关系。
This article will Lanzhou downtown KFC restaurants as a field observation point, as a cultural symbol of globalization, designed to participate in the observation by way of KFC as a multinational corporations and local environment integration process, the logic At the same time, it describes the response of KFC as a cultural symbol of globalization in the face of the local environment from the perspectives of consumers, employees of multinational corporations and spatial transformation, and probes into the current situation of KFC in the face of the tide of globalization and the transformation of local development How the relatively underdeveloped regions respond to the new environment created by the impact of “global standards and local adaptation”, and from this we can see the relationship between globalization and localization.