麦当劳品牌形象评估.docx

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’sbrandimageAbstractAccompaniedbyrapideconomicdevelopmentandthetightpaceoflifefastfoodwhichcanhelpsavemealtimeisbecomingincreasinglyimportantinpeople'slives.CurrentlyitcanbesaidthatthereisnotafastfoodbrandlikeMcDonald’swhichhasbeendeeplyrootedinpeople’sdailylivesandhearts.HavingrisenupabruptlyaftertheSecondWorldWarMcDonald’shasbecomearepresentationalsymbolofAmericanculture.AstheBerlinWallwastorndownMcDonald’swasfirstintroducedintotheformerEasternEuropeancommunistcountries.Nowadaysithas30000fastfoodrestaurantsinaround120countriesservingmorethan4.7millioncustomerseveryday.Ithasaccordinglybecometheworld'slargestandmostwell-knownfastfoodbrand.AlmostinanycountryyoucanseethatgoldenarcheswhichalsomarksthatthebrandhasplanttheU.S.investmentandvaluesintoothercountries.LetustakethedevelopmenthistoryinChinaasanexample.In1992thefirstMcDonald'swassettledinShenzhenandnowtherearemorethan1200branchrestaurantinChina.EveninsomevillagesinthedevelopedcoastalregionsofChinayoucanseethegoldenarches.Chinesepeoplelearningthebranditseemsthattheyarealsoacceptinganewstyleoflife.AlthoughthisstyleoflifeonlyexistsincertaincitiesandregionsitsbrandimagehasbeendeepintheheartsofChinesepeople.Thisisabrand’sstrength.InthisstudyIresearchandanalysistheMcDonald'sbrandimagebyusingliteratureandquestionnaire.MeanwhileIsurveyedcustomersinothersmallandprimaryfastfoodrestaurantsforcomparingwiththeMcDonald's.Finallyfollowingconclusionshavebeenmade:Firstinthedimensionofspiritcultureofthebrandimagesystemvariouselementsandvariablesofthebrandimagehavebeensurveyedandmeasuredsuchasthesenseofclosenesssenseofbeautygoodfaithbusinessp