澳洲作业代写:麦当劳的营销方式

澳洲作业代写:麦当劳的营销方式

麦当劳作为一家以汉堡为主的快餐连锁企业,其高品质、低价格、快速配送、环境宜人等特点使其迅速发展成为全球餐饮行业最有价值的品牌。到目前为止,麦当劳在中国450多个主要城镇拥有4000多家连锁店,成为中国快餐连锁企业的领军企业。为了满足中国市场的需求,麦当劳的发展方式发生了巨大的变化,采取了很多不同的策略。正是由于这种营销策略的改变,才使它在世界各地大受欢迎。本文以世界快餐业巨头麦当劳为研究对象,探讨麦当劳在中国的营销策略,包括产品策略、定价策略、渠道策略、促销策略等。营销是一种识别企业客户需求的商务活动。它在设计合适的产品和提供优秀的服务以满足市场需求方面做出了很大的贡献(Philip et al., 2001,第14页)。

澳洲作业代写:麦当劳的营销方式
一个企业能否取得成功取决于它能否提供满足消费者需求的产品。麦当劳专注于开发多样化、差异化的产品,并根据消费者在不同领域的喜好频繁推出新产品。众所周知,汉堡包,炸薯条,冰淇淋和软饮料等是麦当劳的核心食品。当麦当劳首次进入中国市场时,它主要宣扬美国文化和生活价值,试图用美国牛肉汉堡征服中国人民。但进入中国市场后,考虑到中国消费者更喜欢吃鸡肉,鸡肉产品更符合中国人的口味,麦当劳改变了最初的策略,推出了许多符合中国消费者饮食习惯的鸡肉产品。这些变化加快了麦当劳在中国市场的发展步伐。与此同时,麦当劳也将原材料生产和采购本地化,以降低成本。

澳洲作业代写:麦当劳的营销方式

As a fast food chain store mainly selling hamburgers, McDonald’s high food quality, cheap price, quick delivery, pleasant environment and other characteristics make it rapidly develop into the most valuable brand in the global restaurant industry. So far, there are over 4000 McDonald’s chain stores spreading in more than 450 major cities and towns of China, which makes it the leader of China’s fast food chain enterprise. In order to satisfy the demands of the Chinese market, McDonald’s has made huge changes on its way of development and adopted many different strategies. It is just because of such alterations in marketing strategies that make it enjoy a great popularity in different regions of the world. Taking the world fast-food chain giant McDonald’s as the research object, this paper intends to discuss the marketing strategies of McDonald’s in China, including the product strategy, pricing strategy, channel strategy, and promotion strategy, etc.Marketing is a kind of business activities which can identify an enterprise’s customer needs. It contributes a lot in designing appropriate products and providing excellent services to meet the demands of the markets (Philip et al., 2001, p. 14).

澳洲作业代写:麦当劳的营销方式
Whether an enterprise can achieve success or not is dependent on whether it can provide products to meet the consumer demands. McDonald’s focuses on developing diversified and differentiated products, and frequently launches new products in accordance with consumers’ preferences in different areas. As is known to all, the hamburgers, French fries, ice cream and soft drinks, etc. are the core food offered by McDonald’s. When McDonald’s firstly started its entry into the Chinese market, it mainly advocated the American culture and life value with an attempt to use the American beef Hamburg to subjugate people in China. But after entering the Chinese market, considering the fact that Chinese consumers like eating chicken better and the chicken products more conformed to Chinese people’s taste, McDonald’s changed its original strategies, and launched many chicken products that complied with the Chinese consumers’ eating habits. These changes speed up the pace of the development of McDonald’s in the Chinese market. At the same time, McDonald’s has also localized the raw material production and the procurement for cost cutting.