论文代写留学见闻

新西兰代写:麦当劳的营销策略研究

新西兰代写:麦当劳的营销策略研究

市场营销是一种能够识别企业顾客需求的商业活动。它为设计合适的产品和提供优良的服务,以满足市场的需求做出了很大的贡献。(Philip K.等,2001,第14页)。企业能否成功,取决于能否提供满足消费者需求的产品。麦当劳注重开发多元化、差异化的产品,经常根据不同地区消费者的喜好推出新产品。众所周知,汉堡包、炸薯条、冰淇淋和软饮料等是麦当劳提供的核心食品。当麦当劳第一次进入中国市场时,它主要倡导美国文化和生活价值观,试图利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,麦当劳改变了原来的策略,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。同时,麦当劳也将原材料的生产和采购本地化,以降低成本。

新西兰代写:麦当劳的营销策略研究
定价策略是影响企业生产和顾客购买欲望的重要因素之一。麦当劳抓住了中国人思乡的心理需求,将目标客户锁定在家庭群体中,关注那些对外国文化和新事物敏感的青少年。同时,在年轻人的影响下,其他成年家庭成员逐渐喜欢上了麦当劳轻松愉快的就餐环境。此外,儿童也是麦当劳重要的顾客服务对象。同时,麦当劳的价格区间在普通家庭能够承受的范围内,主要采用两种定价方式来刺激消费者需求,即心理定价和匹配定价。一方面,努力改善餐厅的就餐环境,通过提供高品质的服务创造额外的价值;另一方面,麦当劳通过将主餐与各种餐饮相结合,制定合理的套餐价格,发送优惠券,不仅加快了订餐速度,增加了销售额,而且吸引了消费者,进一步为企业和消费者创造了双赢的局面。

新西兰代写:麦当劳的营销策略研究

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 K. et al. 2001, p. 14).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.

新西兰代写:麦当劳的营销策略研究
Pricing Strategy is one of the most important factors that influence the production of enterprise and the customer’s purchasing desire. McDonald’s caught Chinese people’s homesick psychological needs, locked their target customers at the family group, and focused on those teenagers who are sensitive to foreign cultures and new things. Meantime, under the influence of young people, other adult family members gradually get to like McDonald’s relaxed and happy repast environment. In addition, children are the important customer service object of McDonald’s as well. At the same time, McDonald’s price range is within the scope that is affordable for the ordinary families, and it mainly adopts two pricing ways to stimulate consumer demands, namely, the psychological pricing and the match pricing. For one thing, it strives to better the dining circumstance of the restaurant for the purpose of creating additional values by providing high quality services; for another thing, through combining the main meals and various catering, formulating reasonable package price and sending coupon, not only does McDonald’s speed up the order of meals and increase the sales, but also it attracts the consumers and further creates a win-win situation for both enterprises and consumers.