On the Marketing Stategies of Mcdonald's

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On the Marketing Strategy of McDonald's

A Thesis Presented to the
Faculty of Binhai School of Foreign Affairs
Tianjin Foreign Studies University

In Partial Fulfilment
of the Requirements for the Degree

Bachelor of Arts

by
Yang Fan
May,2010

Contents

Abstract (in Chinese) ………………..…………………………………………I Abstract (in English) ……………..……………………………… …………...II I. Introduction ……………………………….………………… ……………...1 II. Literature review...………………………………………….....…………….3 III.Three important marketing strategies of McDonald's.......................... ......... 4 3.1、Globalization.............................................................................. ..........4 3.2、Localization...........................................................................................6 3.3、Standardization......................................................................................7 Ⅳ.Four basic concepts of McDonald's................................................................9 4.1、Q·S·C+V....................................................................................... ........9 4.2、Customer first.......................................................................................12 4.3、TLC......................................................................................................13 4.4、Smile.....................................................................................................13 Ⅴ.Conclusion.....................................................................................................14 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

Abstract

With the fast pace of world economic integration, the catering industry in many countries appear to be more globalized. McDonald's ,as the world's leader in catering industry, its marketing strategies and concepts worth learning and referring. This paper tries to analysis the marketing strategies of McDonald's ---Globalization,Localization and Standardization,as well as the four basic concepts of McDonald's in her operations--- Q·S·C+V、Customer First、Smile and TCL, so as to show you the reasons why McDonald's can get success and what experience can be drawn by other catering industry.

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

I. Introduction

1.1 The history of McDonald's

McDonald's Corporation (NYSE: MCD) is the world's largest chain of fast-food restaurants. primarily selling hamburgers. chicken. French fries. milkshakes and soft drinks. More recently. it also offers salads. fruit and carrot sticks. The business began in 1940 with a restaurant opened by siblings Dick and Mac McDonald in San Bernardino. California. Their introduction of the "Speeded Service System" in 1948 established the principles of the modern fast-food restaurant. McDonald's first filed for a U.S. trademark on the name McDonald's on May 4, 1961, with the description "Drive-In Restaurant Services", which continues to be renewed through the end of December 2009.In the same year, on September 13, 1961, the company filed a logo trademark on an overlapping, double arched "M" symbol. The overlapping double arched "M" symbol logo was temporarily disfavored by September 6, 1962, when a trademark was filed for a single arch, shaped over many of the early McDonald's restaurants in the early years. The modern double arched "M" symbol that continues to be in use today at McDonald's restaurants did not appear until November 18, 1968, when the company filed a U.S. trademark on the now famous symbol that continues to be in use...
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