麦当劳在中国地区由于进入时间相较竞争对手肯德基晚，在市场份额上以及
消费者接受程度上皆略差于肯德基一截，麦当劳于 2010年推出后 2010计划，希望
透过一系列的服务创新以及快速展店能够改变之前中国消费者对于麦当劳的印象，
重新获得中国地区消费者的青睐。
本文以世界快餐连锁业巨头麦当劳为研究对象,在市场环境方面,对中国快餐行
业进行整体市场环境分析及行业竞争环境分析进而了解市场概况。营销策略分析
方面,对麦当劳在中国地区的营销战略进行分析,同时对消费者进行调查了解麦当
劳的营销策略反应效果。最后根据消费者问卷回收之统计调查结果，给予麦当劳
营销策略上提出建议。
在研究结论上,本文通过实际访谈以及问卷调查的统计了解到麦当劳在中国地
区推出的各种营销策略对于消费者的吸引及认可程度，调查发现麦当劳的选址策
略、价格策略以及服务策略较受到消费者认可，产品策略则较不受到消费者认可，
环境策略新形象餐厅能够有效的吸引消费者前往消费，但是在某些环节设计上则
需进一步改进。麦当劳相较于其他快餐品牌，有着稳定成熟的标准化管理系统以
及创新的营销策略及硬件设欸资源，经过本文调查，虽然麦当劳有着完备的一系
列创新营销策略，但是消费者的认可程度上仍有一定的差距，因此建议麦当劳在
策略上不应该采取追随竞争者的策略，应该采取差异化策略，突出自身优势。
关键词：麦当劳；营销策略；快餐
Abstract
With the acceleration of the urbanization, the population of those eating
outside has been increasing gradually. Consequently, the fast food industry is
thriving recently which plays a more and more important role in the catering
industry. With the social structure keeping developing and changing, the
competition tends to get fiercer, thus the operation mode of the catering industry
is transforming as well. The business owner has to constantly make innovations
and adapt to the changing market to gain an everlasting competitive edge.
Due to its later entry to the Chinese market compared with its competitor
KFC, McDonald's is dramatically left behind in terms of both market share and
acceptance by the consumers. McDonald's has been working on its 2010 plan
since 2010, aiming to revamp its impression on the Chinese consumers and attract
the consumers in this area by a series of innovative services and expanding its
network.
This paper is conducted on the giant of the global fast food chain brand
–McDonald's. In the aspect of the market condition, we did analysis of the entire
market environment and the competitive condition of the industry with respect to
the Chinese fast food industry to get to know the overview of the market. In the
aspect of marketing strategies, we analyzed the marketing strategies of the
McDonald's. in China and surveyed the consumers for their reactions to these
strategies. Finally, we did some statistical analysis of the questionnaires
collected, arriving at some thoughtful suggestions for the marketing strategies for
the McDonald's.
Conclusively, this paper gains insight about how the various marketing
strategies of McDonald's in China affect its acceptance by the consumers by
interviews and questionnaires, which reaches conclusions that the sites selection,
pricing strategies and service strategies are widely accepted the consumers
while the product strategies are not. In addition, the newly styled restaurant in
the atmosphere strategies can attract consumers effectively, regardless of some
additional perfection in need. Compared with other fast food brands,
McDonald's has a mature and stable standardized management system,
innovative marketing strategies and complete facilities. Through our
investigation, despite that McDonald's undertakes a series of good innovative
marketing strategies, it adds little to the acceptance by the consumers. Thus we
suggest McDonald's not follow the competitors’ strategies and undertake
differential strategies instead to make full use of its own competitive edge.
Key words: McDonald's; Marketing Strategy; Fast Food
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