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For the Marketing Stategies of Mcdonald's

 On the Advertising Stategies of Mcdonald’s Essay

.

For the Marketing Strategy of McDonald's

A Thesis Shown to the

Faculty of Binhai School of Foreign Affairs

Tianjin Overseas Studies College or university

In Part Fulfilment

of the Requirements for the Degree

Bachelors of Arts

by

Yang Fan

MayпјЊ2010

Contents

Fuzy (in Chinese) ……………….. …………………………………………I Abstract (in English) …………….. ……………………………… …………... II I. Introduction ………………………………. ………………… ……………... 1 2. Literature assessment... …………………………………………..... ……………. 3 III. Three crucial marketing strategies of McDonald's................................... 4 3. 1、Globalization........................................................................................ 4 three or more. 2、Localization........................................................................................... 6 3. 3、Standardization...................................................................................... 7 Ⅳ. Four basic concepts of McDonald's................................................................ on the lookout for 4. 1、Q·S·C+V............................................................................................... 9 four. 2、Customer initial....................................................................................... 12 some. 3、TLC...................................................................................................... 13 4. 4、Smile..................................................................................................... 13 Ⅴ. Conclusion..................................................................................................... 16 Reference............................................................................................................ 15

摘要

随着经济一体化进程的加剧,各国餐饮业也出现遍布全球的现象。麦当劳公司作为世界餐饮业的龙头,其营销策略也值得其他餐饮业学习和借鉴。本文通过分析麦当劳公司的市场营销策略——本地化、全球化和标准化,以及其四种经营理念——Q·S·C+V理念、顾客优先理念、TCL理念和微笑理念,来揭示麦当劳公司成功的原因,从而给其他餐饮业带来启示。

关键词:麦当劳公司;营销策略;经营理念;餐饮业;启示

Summary

Together with the fast pace of world economic integration, the catering market in many countries look like more globalized. McDonald's, since the planet's leader in catering sector, its sales strategies and ideas worth learning and mentioning. This conventional paper tries to research the marketing plans of McDonald's ---Globalization, Localization and Standardization, as well as the four basic concepts of McDonald's in her operations--- QВ·SВ·C+VгЂЃCustomer FirstгЂЃSmile and TCL, to be able to show you why McDonald's will get success and what knowledge can be drawn by additional catering industry.

Key Words: McDonald's; marketing strategies; operation concepts; wedding caterers industry; enlightenment

I. Introduction

1 . one particular The history of McDonald's

McDonaldпј‡s Corporation (NYSE: MCD) is the world's most significant chain of fast-food eating places. primarily providing hamburgers. rooster. French fries. milkshakes and fizzy drinks. More recently. it also offers green salads. fruit and carrot sticks. The business began in 1940 with a restaurant opened simply by siblings Dick and Apple pc McDonald in San Bernardino. California. Their particular introduction with the " Speeded Service System" in 1948 established the principles of the modern fast-food cafe. McDonald's initial filed for the U. T. trademark around the name McDonald's on May 5, 1961, with all the description " Drive-In Cafe Services", which usually continues to be restored through the end of Dec 2009. Inside the same 12 months, on Sept 13, 61, the company submitted a logo trademark with an overlapping, double arched " M" image. The overlapping double arched " M" symbol company logo was briefly disfavored simply by September six, 1962, if a trademark was filed for a single mid-foot, shaped above many of the early McDonald's restaurants in the early years. The present day double curved " M" symbol that continues to be in use today for McDonald's eating places did not look until November 18, late 1960s, when the business filed a U. S. trademark around the now famous symbol that continues to be utilized...

References: James L WatsonпјЊGolden arches east: McDonald 's in East Asia. Stanford, Calif.: Stanford University Press, 1997.

http://en.wikipedia.org/wiki/McDonald 's

http://www.3722.cn/listknowhow.asp?articleid=53706 (2007-4-23)

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