Abstract:The McDonald’s Corporation is one of the most successful global restaurant chains around the world. They have used effective management and global expansion strategies to enter new markets and gain a share of the foreign fast food market. This case presents how McDonald’s has achieved this enormous success, its best practices in the global food industry, international growth trends and challenges, and various lessons that have been learned from their expansion in foreign countries. Overall, the case provides a discussion of how McDonald’s creates both customer and brand loyalty for their products and services. This case focuses on McDonald’s international success, challenges and marketing strategies and come to analyze enlightenment to a Chinese fast food.
Key words: McDonald’s; Fast-food industry; Management; Strategy; Chinese Fast-food
中文摘要:近年来,随着我国经济的快速发展和人们生活方式的改变，快餐业在餐饮市场中的份额已越来越大。我国的快餐业发展虽然较快，但从发展水平及盈利能力来看，都远远低于西式快餐。麦当劳公司之所以成为全球快餐业的霸主，源于它制定并实施了合理的经营战略。本文首先对麦当劳的先进管理模式进行分析，然后提出了可供我国快餐业发展借鉴的几点启示。
关键词：麦当劳；快餐业；管理模式；经营战略；中国快餐业
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