Mcdonald麦当劳英文简介

Mcdonald麦当劳英文简介第一页，共37页。

isatermreferringtothespreadingof

McDonald's

restaurantsthroughouttheworldastheresultof

globalization,andmoregenerallytotheeffectsofinternational'McDonaldization'ofservicesand

commercialization

ofgoodsasanelementofglobalizationasawhole.McWorld第一页第二页，共37页。DirectoryThehistoryFoodofMcdonaldOperationstratagyThereasonofMcdonald'ssuccessTheinfluenceofMcdonald第二页第三页，共37页。History第三页第四页，共37页。RayKroc1902.01.14-1983.01.14ArestaurantempireAnovernightsuccessattheageof52.“Iwasovernightsuccessallright,but30yearsisalong,longnight.”第四页第五页，共37页。Thecompanybeganin1940asabarbecuerestaurantoperatedbyTheMcDonaldBrothers(Richard

and

MauriceMcDonald)Theirintroductionofthe"SpeedeeServiceSystem"in1948furtheredtheprinciplesofthemodern

fast-foodrestaurant.第五页第六页，共37页。RayKroc‘sfirst(April1955)franchised(特许经营）restaurantinthechain,similarinstyletotheMcDonaldbrothers1953franchisedrestaurantsinPhoenix,ArizonaandDowney,California),DesPlaines,Illinois,USA.

In1961KrocboughtouttheMcDonaldbrothersfor$2.7million,aimingatmakingMcDonald'sthenumberonefast-foodchaininthecountry.This

corporateuniversitywasdesignedtoinstructpersonnelemployedbyMcDonald'sinthevariousaspectsof

restaurantmanagement.Morethan80,000restaurantmanagers,mid-managersandowner/operatorshavegraduatedfromthisfacility第六页第七页，共37页。1970:Havingchangedhandsin1968,theoriginal"BigM"restaurantcloses.Itisdemolishedtwoyearslater,withonlypartofthesignremaining;thishassincebeenrestored.1971:ThefirstAsianMcDonald'sopensinJulyin

Japan,in

Tokyo's

Ginza

district.1971:OnAugust21,thefirst

European

McDonald'soutletopens,in

Zaandam

(near

Amsterdam)inthe

Netherlands.Thefranchiseeis

Ahold.1971:Thefirst

Australian

McDonald'sopensinthe

Sydney

suburbof

Yagoona

inMay.第七页第八页，共37页。1990:InOctober,thefirstMcDonald'sopensinmainlandChina,inthecityand

SpecialEconomicZone

(SEZ)ofShenzhen,

Guangdongprovince.1992:OnApril23,theworld'slargestMcDonald'sopensin

Beijing,China(over700seats).Alongwithadjacentbuildings,itislaterdemolished.1992:Thefriedapplepieisreplacedwithabakedapplepie.Friedpiescanstillbefoundtodayinsomelocations,see

theFriedApplePieLocator.第八页第九页，共37页。Logo

TheMcDonald'sGoldenArcheslogowasintroducedin1962.ItwascreatedbyJimSchindlertoresemblenewarchshapedsignsonthesidesoftherestaurants.Hemergedthetwogoldenarchestogethertoformthefamous'M'nowrecognizedthroughouttheworld.Schindler'sworkwasadevelopmentofthestylized'v'logosketchedbyFredTurnerTheMcDonald'snamewasaddedtothelogoin1968.RoadsignDrive-ThruLogoMcCaféLogo第九页第十页，共37页。

In1962,McDonald'sintroduceditsnowworld-famousGoldenArcheslogo.Ayearlater,thecompanysoldits

billionthhamburger

andintroduced

RonaldMcDonald,ared-hairedclowndesignedtoappealtochildren.1968:The1000thMcDonald'srestaurantopensin

DesPlaines,Illinois.……第十页第十一页，共37页。I’mlovin’it美好时光，美味共享

（1990—2001）更多选择更多欢笑，就在麦当劳

（2000-2003）我就喜欢！(ILovin’It！)(2003-2009)为快乐腾点儿空间！（2009-now）第十一页第十二页，共37页。

FOOD第十二页第十三页，共37页。ProductsofBig

第十三页第十四页，共37页。Burgers&SandwichesDoublecheeseburgerBigMacMcChickenBaconBuffaloRanchMcChickenBBQRanchBurger第十四页第十五页，共37页。Desserts&Shakes第十五页第十六页，共37页。Beverages第十六页第十七页，共37页。Chicken&FishMightyWingsPremiumGrilledChickenClassicSandwichPremiumGrilledChickenClubSandwich第十七页第十八页，共37页。

McCafé第十八页第十九页，共37页。Operationstrategy第十九页第二十页，共37页。ManagementPhilosophy:QSCVQ----Quality

S----Service

C----Cleanliness

V----Value

第二十页第二十一页，共37页。OperationPrinciple

Quality

:McDonaldhasdevelopedaverystrictstandardtoensurefoodquality.Service:McDonaldprovidewarm,thoughtful,efficientserviceaccordingtothecareandlovepriciple.Cleanliness:McDonaldhasdevelopedacleanworkingstandardthatmustbestrictlyobserved.Value:InordertoconveytheMcDonald'sconcepttoprovidecustomerswithmorevaluablehigh-quality,addthisidealateraftercarefulconsuderation第二十一页第二十二页，共37页。SWOTAnalysis-StrengthsBrandEquity…world-wide42%ofUSfast-foodhamburgerbusinessConsistencyoffoodSuccessfulitems:Fries,HappyMeal,BigMac,EggMcMuffin,PromotionsOverseasmarketBalancesheetposition第二十二页第二十三页，共37页。WhosefooddoAmericansreallylikebest?Best-tastingfood?Wendy’s 36%*BurgerKing 32%McDonald’s 21%Best-tastingburgers?BurgerKing 42%Wendy’s 32%McDonald’s 17%*Percentofrespondents第二十三页第二十四页，共37页。SWOTAnalysis-WeaknessesDecliningmarketshareWeakproductdevelopmentDisgruntledfranchiseesQualityandtasteofproductsSlowedrevenueandincomegrowth第二十四页第二十五页，共37页。InternationalexpansionOnlyserving1%oftheworld’spopulationGrowingdining-outmarketSWOTAnalysis-Opportunities第二十五页第二十六页，共37页。Mature/overstoredindustryStrengthofcompetitionMorehealth-consciousconsumersChangingdemographicsFluctuationofforeignexchangerates;EconomiesSWOTAnalysis-Threats第二十六页第二十七页，共37页。Thereasonofsuccess1.Childrenreallylove,thisisnotthefaultofachildstemmingfromachild'snatureandignorance.Misleadingerroristoadults.2.Whenpeoplethinkthatforeigngoodsaregood,ourancestorspasseddownisthat,forexample,thelastthingtowhatforeigncountry,areknownas"foreign"word,forexample,洋火(thatmatches),seasurface(flour),洋钱(foreigncurrency)andsoon,peoplehadinheritedthegeneyou,whatarethe"foreign"good.YangMandKFCmealis,therefore,"foreignfood"isgood!3.Onedayatalocalwatch,timeisnot,WaiFedupwithalargegroupofpeopleandtolookonthefirstdaylookingatthepeople,infact,nothinginheaven,fix,whichthebirdsWewillgetoverthelookofguano!Haha(Chinesecharacteristics).

第二十七页第二十八页，共37页。Thereasonofsuccess4.ParrotingagoodEverybodysaysthatgood,thatis,KFCandMisspam,butalsoasaforeignfoodtoeatforeignfoodproudmomentasifmusicisthebodyinaforeigncountry,theLokWeizai,,,,LeKenya,,,ThesaddestthingisevenbyforeignerstosellMcDonald'sfoodcalories,andwhichledtotheirobesity,soastoMcDonald'stocourt,beconsideredjunkfood,thepeoplearetoproudtoeatKFCorM,,,pathetic,sad,ignorance,,,,,Ioftensee,publicholidays,thechild'sparentsorgrandfather,grandmother,ledasmallgrandson,granddaughter,cametoM,orKFC,,,,silent,,,,Needtoknow,MandabroadKFCfast