六月 5, 2019

代寫論文:麥當勞在中國的營銷策略

代寫論文:麥當勞在中國的營銷策略

麥當勞作爲一家以漢堡包爲主的快餐連鎖店,其高品質的食品、低廉的價格、快捷的配送、宜人的環境等特點使其迅速發展成爲全球餐飲業最有價值的品牌。目前,麥當勞在中國450多個主要城鎮擁有4000多家連鎖店,是中國快餐連鎖企業的領導者。爲了滿足中國市場的需求,麥當勞在發展道路上做出了巨大的改變,採取了許多不同的策略。正是由於這種營銷策略的改變,使它在世界各地享有很大的知名度。本文以世界快餐連鎖巨頭麥當勞爲研究對象,探討麥當勞在中國的營銷策略,包括產品策略、定價策略、渠道策略、促銷策略等。

麥當勞在中國的營銷策略

產品策略:滿足客戶需求

定價策略:考慮客戶的支付能力

渠道策略:方便客戶

渠道戰略以方便顧客爲主要目標。它通過有效地將產品的供銷聯繫起來,使中間商和各種銷售形成一個緊密的鏈條,從而達到更方便地爲目標市場提供產品和服務的目的。麥當勞企業加強對供應商的管理。首先,在中國,麥當勞實施供應商的本地化戰略,不僅保證了食品的新鮮品質,而且有效地節約了運輸和採購成本。同時,這也降低了由於天氣條件、運輸、報關、政府政策等不可預測因素帶來的外包風險。其次,對供應商進行星級評價,以規範對供應商的監督管理。此外,爲了給顧客提供更多的便利和更好的服務,麥當勞也進行了科學準確的定位。一般來說,麥當勞選擇的網站都是交通便利、商業圈規模大的網站。

代寫論文:麥當勞在中國的營銷策略

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.

MacDonald’s Marketing Tactics in China

Product strategy: addressing customer needs

The pricing strategy: considering the customer’s payment ability

Channel strategy: for the convenience of customer

Channel strategy sets the convenience of customer as its main target. Through effectively connecting the products supply and marketing, it generally makes middlemen and various sales form a close chain, thus to achieve the goal of providing the products and services to the target market in a more convenient way. McDonald’s enterprise strengthens its management of the suppliers. First of all, in China, McDonald’s implements the localization strategy of suppliers, which not only ensures the fresh quality of food, but also saves the transportation and purchasing costs effectively. Meanwhile, this also reduces the outsourcing risks caused by the unpredictable factors, such as the weather conditions, transport, customs declaration, and the government’s policies. Secondly, the star evaluation is carried out among the suppliers in order to standardize the supervision and management of suppliers. Besides, in order to provide more convenience and better service for customers, McDonald’s has also carried on scientific and precise location. Averagely, McDonald’s always chooses sites with convenient traffic and large-scale commercial circles.

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