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Chapter I Introduction
This section mainly reviews literatures relate to the brand strategy and Marketing strategy of McDonald's Corporation’s, pointing out the deficiency in methods and content of these researches and bringing forward the research meaning and direction of this study.

Chapter II Researches on Brand Strategy

2.1 Definition of brand strategy
2.2 McDonald’s global brand strategy
2.2.1 The global brand 定制战略管理留学生论文strategy of McDonald's
2.2.2 The comprehensive brand management strategy
2.2.3 The brand extension strategy
2.2.4 A unified brand strategy,
Chapter III Marketing Strategy
3.1 Definition of marketing strategy
3.2 Product strategy
3.3 Channel strategy
3.3.1The real estate strategy
3.3.2 McDonald's chain business model
3.4 Price strategy
3.5 Promotion strategy
Chapter V Conclusion
References
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Boje, David M. and Cai, Yue (2004) McDonald’s: grotesque method and the metamorphosis of the three spheres: McDonald’s, McDonaldl, and McDonaldization, Metamorphosis Journal, 3(1):15-33.
Chen Yanyan. (2003) From the strategic positioning of competitive advantage to see the plight of McDonald's. China: Sichuan Taiyuan University of Technology (Social Science Edition), pp. 121-122.
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Qin-Hua Xie. Sun Xian-Jin. (2003) The successful implementation of Mc本论文由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。