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论文题目：英国战略管理课程作业Analysis of the Branding Management of McDonald
论文语言：英语论文 English
论文专业：Marketing
字数：2500
学校国家：英国
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您的学校：前40
论文用于：Master essay 硕士课程作业
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我的专业是marketing，但是这科是strategy。跟marketing不一样

英国战略管理课程作业Analysis of the Branding Management of McDonald

1.0 Introduction of McDonald  

McDonald’s corporation is a large chain of fast food group; it sells hamburger, chips, fried chicken, soda and salad and so on. It was established by Ray Kroc in Illinois in 1955. The delicious burgers and cordial service under the golden arches were welcomed by people from all walks of life once it was established. At present, there are 30 thousand subbranches in the world and it adjusts the meals appropriately  in accordance with the local tastes in different countries. McDonald is the first restaurant brand worldwide and also the leader of the retail food industry in the world. In many countries, it even stands for a kind of American way of life. As a famous restaurant, McDonald insists on the golden principle of “customer first forever” because in modernity the consumer was the actor in control—the knowing subject—who acted in the consumption object (A.Faut Firat, 1993). In addition, McDonald has a sound marketing system to expand its brand.

麦当劳公司是一家大型连锁快餐集团，销售汉堡包，薯条，炸鸡，汽水和沙拉等。它由雷·克洛克在伊利诺伊州成立于1955年。金色拱门下的美味汉堡和亲切服务，欢迎来自各行各业的人一旦成立。目前，在世界上有30万支行和调整膳食适当的根据在不同的国家与当地的口味。麦当劳是世界的第一家餐厅品牌和世界零售食品行业中的领导者。在许多国家，它甚至象征着一种美国式的生活方式。作为一个著名的餐厅，麦当劳的黄金原则坚持“顾客永远第一”，是因为在现代消费者控制演员在知道主题消费的对象（FIRAT A.Faut，1993）在谁担任。此外，麦当劳有完善的营销体系，扩大其品牌。

Table of Contents

1.0 Introduction of McDonald   ………………………………………………………3
2.0 What’s branding?    ……………………………………………………………….3
3.0 McDonald’s branding building …………………………………………………...4
3.1 Brand logo    ………………………………………………………………………4
3.2 Brand mascot ……………………………………………………………………..5
4.0 Branding strategy analysis of McDonald………………………………………….6
4.1 Marketing positioning   …………………………………………………………...6
4.2 Target market ……………………………………………………………………..7
4.3 4P analysis ………………………………………………………………………..7
4.31 Product …………………………………………………………………………..7
4.32 Price ……………………………………………………………………………..8
4.33 Place……………………………………………………………………………..8
4.34 Promotion ………………………………………………………………………..8
5.0 Conclusion ………………………………………………………………………..9
References …………………………………………………………………………10

5.0 Conclusion

In all, McDonald is regarded as the fast-food brand which changes the food culture in world to a large degree. Its success lies in the persistence in brand core and marketing strategy. It tries to adjust its marketing strategies according to different customers and cultures, but the core concept of “quality, service, cleanliness and value” does not change. McDonald wishes to break the cultural barriers between regions through observing the psychology of global customers to realize its branding; and its brand connotation including product quality, product marketing positioning, brand culture and brand image and so on maintain the same all the time, that is why McDonald ranks first in the food industry in the world and attracts strong focus of the world.

References:

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