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从麦当劳发展过程看企业成功的关键

论文作者:www.51lunwen.org论文属性:建议书 proposal登出时间:2014-09-15编辑:felicia点击率:7209

论文字数:3702论文编号:org201409142346207542语种:英语 English地区:美国价格:免费论文

关键词:商业经济连锁快餐企业麦当劳品牌快餐店McDonaldfast-food enterprise

摘要:随着商业经济的不断发展,每个企业都需要积极学习才能不断进步。本文主要分析了麦当劳的迅速发展及成功的重要原因,从麦当劳的发展中了解企业获得成功的关键,为商业发展提出有用的意见和建议。

1. 前言

1.1 研究背景

麦当劳成立于1954年,是全球最大的连锁快餐企业,最先开始于20世纪50年代的美国,由麦当劳兄弟和雷·克洛克大力提倡并快速蔓延到世界的各个角落。它是以出售汉堡为主要产品的连锁快餐店。麦当劳餐厅的连锁店开设范围遍及全世界各地六大洲100多个国家,已成为全球食品和饮料行业最有价值的品牌。麦当劳代表着美国的生活方式,在许多国家都有众多连锁店和极大的品牌价值。同时,最著名的麦当劳品牌快餐店已经超过31000家,遍及全世界121个国家和地区。此外,麦当劳现在也收购了其他一些食品和饮料品牌。本文基于麦当劳在中国大陆和英国的发展战略提出相关的观点和看法,了解麦当劳当前的发展状况。通过这种方式,我们不仅可以找到麦当劳成功的原因,但也促进英国和中式快餐餐馆的快速发展(麦当劳,2012;波特和克莱默,2012)。


1. Introduction

1.1 Research background

McDonald's was founded in 1954, which is the world's largest chain of fast-food enterprise that pioneered in the United States in the 1950s by the McDonald brothers and Ray Kroc. It is the chain fast food restaurant to sell the Hamburg as the main product. McDonald's restaurants across more than 100 countries in six continents around the world, has become the most valuable brand in global food and beverage industry. McDonald’s represents an American way of life in many countries. Meanwhile, the most famous McDonald's brand has more than 31,000 fast-food restaurants, located in 121 countries and regions around the world. In addition, McDonald's is now in control of some other food and beverage brands. This paper based on the point of view from McDonald's development strategy process in both the mainland China and the UK. McDonald's is the main case. From this, we can find not only the reasons of McDonald's success, but also the way of developing the UK and Chinese fast- food restaurants (McDonald, 2012; Porter and Kramer, 2002).


1.2 The research question

With the economic development, more and more fast-food restaurants enter the fast-food industry in the UK and the mainland China which have posed more challenges for the local fast-food restaurants. In addition, McDonald's has conducted a more world-wide Marketing strategy. All the factors and others have lead to the decrease in the sales and turnover of the fast-food restaurants in the UK and the mainland China. Therefore, the research question of the research is to work out a better marketing strategy and expand the business of the fast-food industry in the UK and the mainland China by finding out the details of McDonald's marketing strategy and making References to them.


1.3 Aim and Objective

Business strategy in the fast-food industry is a new subject, as well as the services of physical evidence and other aspects of the research has just begun, and will gradually refined and in-depth, such as quality of service management, service design, service contacts (Kotler and Armstrong, 2010). This research will take the combination of theory and practice, and the use of a large number of cases, focusing on the main theoretical basis for Business strategy, international marketing. This research combines theory with practice, and adopts many cases. Meanwhile, it analyzes the marketing strategy of McDonald's, and the main problems and solutions of the UK and Chinese fast-food industry. Besides, it makes an elementary discussion about the transnational marketing. At last, we can draw the conclusion that we should start with the product, people, service design, quality management and physical evidence to develop business str论文英语论文网提供整理,提供论文代写英语论文代写代写论文代写英语论文代写留学生论文代写英文论文留学生论文代写相关核心关键词搜索。

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