广西麦当劳市场竞争战略分析-工商管理专业论文.docxVIP

II II THE ANALYSIS OF MCDONALD’S COMPETITIVE STRATEGY OF THE MARKET IN GUANGXI ABSTRACT McDonalds is the worlds largest Catering chain enterprises. McDonald s business strategies and models , have become the most imitated object chain in the world, which have a strong brand appeal and market share in the world. But in the China, McDonalds market share and brand appeal is far less than its main competitors in China, KFC. In the global market, KFC could not give any shake to McDonalds market position.But in the Chinese market, the number of KFC in China s headquarters , market share, brand influence are much larger than McDonalds. With the rapid rise of the Asian-Pacific economies , McDonalds revenues grow rapidly in China and Australia,which are the two representative nations with strong economy in Asia-Pacific region during the period. On the same time, Chinese market position is growing in McDonalds global market system. But how to face the status quo of Chinese fierce competition , to expand quickly the brand influation , reshaping the image of the McDonalds brand, is an important necessary measures strategy to implement to the of consider McDonalds Group . Respond to competitive status quo in the Chinese market , McDonalds started franchising measures in China from the 2011.Because this kind of measure for the current situation in China belong to the McDonalds,which launched a new market competition strategy.McDonalds the market in Guangxi Zhuang Autonomous Region had sell to the Guangxi s largest department store operator South City department Store in 2012. McDonalds franchise mode has effectively implemented a short time from the start, so academia in the regional market franchise model to expand research molding has form any research . This article will compare market data , development planning, and other aspects of dynamic competitor analysis in market research McDonalds competitive strategy analysis.The analysis has certain practical significance to make a