全球营销 中英对照.docVIP

全球营销 麦当劳全球营销战略的关键要素，特别是麦当劳如何处理标准化问题。 关键要素在于麦当劳的特许经营战略，有事业心，有经营天赋，正直，有业务经验的人才会被授予特许经营权；地点的选择和建筑的战略，地点的选择必须能够为客户提供便利，能为公司带来盈利；产品线战略，有限的菜单服务项目，提高产品的口味，扩大产品的种类，进入快餐食品，为关心健康的人们提供更多的服务项目；麦当劳的社会责任：积极承担社区责任，支持当地的福利事业和着去项目，帮助创造一种社区的邻里精神，促进教育上的卓越。 The key factos of McDonald’s global marketing strategies are as follows: (1) Franchising strategy: only those enterprising, upright, and experienced people, and those who have enough marketing talents can be franchised. (2) Place choosing strategy: the chosen place must be convenient to customers, and be profitable to company. (3)Product line strategy: to limit the menu service, it tries to vary the flavor and types of products. It provides more services, in fast food industry, for customers who care for their health. (4) Undertaking social responsibilities: McDonald is actively assuming its community responsibilities, supporting the local welfare, helping to create neighborhood spirit and promoting education. 你认为发展中国家，如俄罗斯、中国和印度的政府官员欢迎麦当劳吗？这些国家的消费者是否欢迎麦当劳？为什么？ 政府官员应该对麦当劳有所抵触。麦当劳进入这些国家意味着要就地取材.发展中国家的劳动力和原材料相对发达国家而言都要廉价, 但产品的价格却没有低多少。但同时，麦当劳的到来也有利于增加这些发展中国家的就业岗位。这些国家的消费者应该是欢迎麦当劳的到来的。快捷的服务，多样的选择让消费者在体验快餐的同时还能有美味。 (1)overnment officials may resist McDonald. The access of McDonald into these countries means the McDonald needs to make use of local resources. Though compared with the developed countries, the labor and raw material are much cheaper, the prices are almost the same. However, McDonald’s coming also provides many new jobs for these countries. (2)Consumers in these countries may welcome the coming of McDonald. The efficient service and multi-choices guarantee them the fast food as well as dainty. 2003年年底，麦当劳宣布它正在卖掉多纳托斯比萨饼部分。根据这一规定，请评估除汉堡与炸薯条模式以外麦当劳成功的前景。 作为餐饮零售服务业的龙头老大，麦当劳对服务视如性命般重要。经营信条——卖的就是服务?。今天麦当劳已成为最令人敬佩的服务机构，正如麦当劳所宣称的：“我们卖的不是汉堡包，而是服务。”?麦当劳清楚地知道，其食品决不是吸引顾客的关键因素，因而为了切合本土需求，将经营的重心放在了服务和氛围上。?人们之所以喜欢到麦当劳去就餐，并不仅仅是冲着新鲜的汉堡包，因为其他一些餐厅制作的汉堡包味道也许更好。 As the leading company in food and beverage retail industry, McDonald