浅谈麦当劳营销战略
摘 要
目前在世界上许多先进国家的产业结构皆以服务业为重，未来中国的趋向也是如此，餐饮业者透过服务创新将能够提升服务业的附加价值，是未来中国服务业发展所需必备的。随着社会经济的快速发展，人们生活水品的逐渐提高，以及洋快餐的涌入，促使快餐行业蓬勃发展和繁荣。在适应广大消费者的快节奏的生活方式下，传统的饮食已经难以满足广大消费者日益增长的需求，人们追求便利、快捷、营养、卫生的饮食。然而快餐行业的出现被广大消费者所接受，快餐行业在餐饮行业中占据越来越重要的地位。快餐行业的发展与繁荣不仅丰富了广大消费者的饮食选择，还加快了社会经济的发展。麦当劳是世界第一的餐厅品牌和世界零售食品服务行业的领先者，作为快餐行业的领头人物之一，凭借其制定并实施合理的经营战略，周到的服务，在竞争市场中占据领先地位，给快餐行业带来巨大的影响与启示。
本文以麦当劳为研究对象，通过了解快餐行业市场环境以及麦当劳所处的战略环境，运用波特五力模型、PEST分析方法、SWOT分析等方法，进而对麦当劳的营销战略进行具体的分析。发现麦当劳取得成功的原因以及目前存在一些战略问题，并对我国中式快餐提出具体建议。
关键词： 快餐，麦当劳，营销战略，消费者，生活方式
Introduction to the McDonald’s marketing strategy
ABSTRACT
At present in many advanced countries in the world industrial structure are service oriented, so is China’s future trend, catering industry through service innovation will be able to enhance the added value of service industry, is indispensable for needed for the future development of Chinese service industry. With the rapid development of social economy, people life water product increase gradually, and the influx of western fast food, fast-food industry vigorous development and prosperity. Adapt to consumers under the fast-paced way of life of the traditional diet is hard to meet the growing consumer demand, people pursue the convenient, quick, nutrition, health food. However, the emergence of the fast food industry accepted by consumers, the fast food industry more and more important role in the food industry. Fast food industry’s development and prosperity not only enriched the broad consumer food choices, also speed up the development of social economy. McDonald’s is the world’s first restaurant brands and the world leader in retail food service industry, as one of the fast food industry leader, with its formulation and implementation of reasonable operation strategy, and thoughtful service, occupy the leading position in the competitive market, the enormous impact to the fast food industry and enlightenment.
Based on McDonald’s as the research object, by understanding the fast food industry market environment, and McDonald’s strategy environment, using the potter five models, methods of PEST analysis, SWOT analysis, the marketing strategy of McDonald’s for specific analysis. Found why McDonald’s success and there is some strategic problems, and puts forward concrete Suggestions for Chinese fast food in China.
KEYWORDS：fast food, McDonald’s, marketing strategy, consumer and lifestyle
目 录
1.1 研究背景……………………………………………………………………………………. 1
1.2 研究意义……………………………………………………………………………………. 1
1.3 论文研究方法…………………………………………………………………………….. 2
2.1 宏观环境……………………………………………………………………………………. 3
2.1.1 整治法律环境………………………………………………………………….. 3
2.1.2 经济环境…………………………………………………………………………. 4
2.1.3 社会文化环境………………………………………………………………….. 4
2.1.4 技术环境…………………………………………………………………………. 4
2.2 微观环境……………………………………………………………………………………. 5
2.2.1 供应商…………………………………………………………………………….. 5
2.2.2 替代品竞争……………………………………………………………………… 5
2.2.3 行业现有竞争者………………………………………………………………. 6
2.2.4 顾客………………………………………………………………………………… 7
2.3 麦当劳的swot分析……………………………………………………………………… 7
3 麦当劳STP战略分析………………………………………. 9
3.1 市场细分……………………………………………………………………………………. 9
3.2 目标市场……………………………………………………………………………………. 9
3.3 市场定位……………………………………………………………………………………. 9
4.1 麦当劳营销策略7Ps分析………………………………………………………….. 11
4.1.1 产品策略………………………………………………………………………… 11
4.2 麦当劳品牌策略……………………………………………………………………….. 15
4.2.1 “麦”进世界杯…………………………………………………………….. 15
4.2.2 麦当劳作为合作伙伴……………………………………………………… 16
4.2.3 为麦爱跑……………………………………………………………………….. 16
4.3 对麦当劳营销策略建议………………………………………………………………. 17
