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1、注：文章当中有一些文献是用的中文版本，找不到英文版，均已标注。由于时间太短，仅有3天时间，还有其他工作，所以难免会有错误。恳请见谅。EvaluateMcDonald’sbrandimage1.AbstractAccompaniedbyrapideconomicdevelopmentandthetightpaceoflife,fastfood,whichcanhelpsavemealtime,isbecomingincreasinglyimportantinpeople'slives.Currently,itcanbesaidthatthereis
2、notafastfoodbrandlikeMcDonald’swhichhasbeendeeplyrootedinpeople’sdailylivesandhearts.HavingrisenupabruptlyaftertheSecondWorldWar,McDonald’shasbecomearepresentationalsymbolofAmericanculture.AstheBerlinWallwastorndown,McDonald’swasfirstintroducedintotheformerEasternEuropeancomm
3、unistcountries.Nowadays,ithas30,000fastfoodrestaurantsinaround120countries,servingmorethan4.7millioncustomerseveryday.Ithasaccordinglybecometheworld'slargestandmostwell-knownfastfoodbrand.Almostinanycountryyoucanseethatgoldenarches,whichalsomarksthatthebrandhasplanttheU.S.inv
4、estmentandvaluesintoothercountries.LetustakethedevelopmenthistoryinChinaasanexample.In1992,thefirstMcDonald'swassettledinShenzhen,andnowtherearemorethan1,200branchrestaurantinChina.EveninsomevillagesinthedevelopedcoastalregionsofChina,youcanseethegoldenarches.Chinesepeoplelea
5、rningthebrand,itseemsthattheyarealsoacceptinganewstyleoflife.Althoughthisstyleoflifeonlyexistsincertaincitiesandregions,itsbrandimagehasbeendeepintheheartsofChinesepeople.Thisisabrand’sstrength.Inthisstudy,IresearchandanalysistheMcDonald'sbrandimagebyusingliteratureandquestio
6、nnaire.Meanwhile,IsurveyedcustomersinothersmallandprimaryfastfoodrestaurantsforcomparingwiththeMcDonald's.Finally,followingconclusionshavebeenmade:First,inthedimensionofspiritcultureofthebrandimagesystem,variouselementsandvariablesofthebrandimagehavebeensurveyedandmeasured,su
7、chasthesenseofcloseness,senseofbeauty,goodfaith,businessphilosophy,positiveassociation,culturalatmosphereandattentionstosocial.Second,inthedimensionofbrandmaterialcultureofthebrandimagesystem,variouselementsandvariablesofthebrandimagehavebeensurveyedandmeasured,suchasfoodpric
8、e,productkindandrange,logo,staffclothingandfoodhealth.Third,inthedim
