英文版 麦当劳在中国的市场营销策划.docx

英文版麦当劳在中国的市场营销策划

第一篇：英文版麦当劳在中国的市场营销策划McDonald'sintheChinesemarketmarketingplanIntheworld,withmorethanthirtythousandMcDonald'srestaurants，itismorethanKFC‘srestaurants。However,inChinaisonthecontrary。McDonald'stoentertheChinesemarkettolate，Anditonlyinsomeofthelargercitiessetupsellingpoints.McDonald'sChinamarketthemainbusinessofbeefhamburger,bigMAC,cheeseburgerisMcDonald'syearsofconstant“menu”.SuchinvariableproductshavebeenletChineseconsumersfeeltiredof.McDonald'sideaisyoung,vigor,health,fashion.Thereforeconsumermarketismainlyyoungpeople,Thisnarrowingitsconsumergroups.Inthefaceofthecurrentmarketsituation,McDonald'smustchangethemarketingstrategy.InChina,facingtheMcDonald'srivalshavealotof,SuchasKFC,dicos,pizzahut,oldNianJiuandmanyChineseandwesternfastfoodrestaurant.UsingswotdetailedanalyzeMcDonald's:S:1.Brandassetadvantageandgoodreputation2.Thehighqualityserviceandgoodrepastenvironment3.Completetrainingsystem4.UniqueprofitpatternW.1.ToentertheChinesemarketlate2.McDonald'sinvariableproductsmakemanyChinesebeginningtotireof3.TheresearchanddevelopmentofproductofnofromtheChineseeatinghabits,LackoflocalizationO1.ThepopulationofChinaisalot,andlargeandmedium-sizedcitiespopulationquantity,Livingplacefocus2.HavemanyTeenagers,inchina3.RapiddevelopmentoftownfactorssuchasMcDonald'sforprovidethehugeconsumergroup.4.Rapideconomicdevelopmentinourcountry,People'sincomeincrease,Forthehighconsumptionalsoprovidesfinancialsupport.T.1KentuckyFriedchickenandotherbrandsofstrongattack2China'spopulationtendstoaging,McDonald'swilldefinitelyaffectthemarketsegment.3.TherapiddevelopmentoffastfoodwithChinesecharacteristicsandrise,ForMcDonald'sintheChinesemarketmarketingcausedahugethreat.Throughdetailedanalysisoftheabove,McDonald'sfirstshouldimproveproducts,developmentproductpersification,don'tjustlimitedtobeefHamburg,Increasemeatvarieties,promotionofhealthyfood.Themostmainistostrengthenlocalization,toChinesepeople'sdietcustomimprovementproducts.Secondistoadjusttheprice,theChinesepeopleisstillnotwillin