资源描述：
《麦当劳,一个快餐帝国在中国的神话延续（mcdonald's, the myth of a fast food empire in china）》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。
1、麦当劳,一个快餐帝国在中国的神话延续（McDonald's,themythofafastfoodempireinChina）McDonald's,themythofafastfoodempireinChina"Hungerbreedsdiscontentment".Diet,asthemostimportantcontinuationoflifeinstinctactivitiesintheconceptofFreudproposedinhispowerinthepsychologyoflifeinstinct,nomatterwhereintheworld,peoplehav
2、ebeengreatlyattention.Thefastfood,afoodculturedevelopedalongwiththerapiddevelopmentofcapitalisteconomy,hasplayedanimportantroleintheChinesepeople'sdietculturehabitformanyyearsinthemarketeconomy.ThefastfooddietisdividedintoChinesetraditionalfastfoodcultureandWesternfastfoodculture.Inthewest,e
3、speciallytheUnitedStates,theChinesefoodmarketintothearmy,McDonald'sisnottomention,butalsoinChina'scateringindustryhasgenerallyrecognizedamajorinternationalfast-foodchaingroup.Toobtainsuchapositiveandcommonpsychologicalandpsychologicalidentityinafewthousandyearsofcompletedietcultureinheritanc
4、esystemChineseaccept,havetosaytoChineseMcDonald'shistoricalandculturaltraditions,thecontemporarysocialsituationandthenationaldietcustomtocarryouthighlyofadvertisingandmarketingstrategy,playanextremelyimportantrole.ThisarticlewillanalyzethebusinessstrategyandbrandstrategyofMcDonald'sadvertisi
5、ngmarketingstrategyforchina.Firstofall,asaninternationalbrand,whetheritistheunityofthegroupwhichmustfollowtheglobalspreadwheninternationalcommunication,aswellasthebrandintheprocessofcommunicationcontinuity,integrityandtheprincipleofheritagecollection.Ifthereisnooverallplanningforthebrand,the
6、spreadandpromotionoftheoverallbrandimagewillhavegreatrandomnessanddispersion,withoutaconsistentsoul.Andtheoutwardexpansionofbrandtensionwillbegreatlyweakened,theadvertisingeffectisgreatlyreduced.Therefore,asuccessfulinternationalbrandoftransnationalcommunication,inaccordancewiththepremiseofl
7、ocalculturalcustoms,butalsomustadheretotheimplementationofitsbrandconsistentmarketingphilosophy.Asthesayinggoes:onlythenation,willbetheworld.Applytoadvertisingmarketingplanningis:onlytheirown,willbetheworld.Therefore,whenMcDonald'sadvertisingplanin
