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’sbrandimageAbstractAccompaniedbyrapideconomicdevelopmentandthetightpaceoflife,fastfood,whichcanhelpsavemealtime,isbecomingincreasinglyimportantinpeople'slives.Currently,itcanbesaidthatthereisnotafastfoodbrandlikeMcDonald’swhichhasbeendeeplyrootedinpeople’sdailylivesandhearts.HavingrisenupabruptlyaftertheSecondWorldWar,McDonald’shasbecomearepresentationalsymbolofAmericanculture.AstheBerlinWallwastorndown,McDonald’swasfirstintroducedintotheformerEasternEuropeancommunistcountries.Nowadays,ithas30,000fastfoodrestaurantsinaround120countries,servingmorethan4.7millioncustomerseveryday.Ithasaccordinglybecometheworld'slargestandmostwell-knownfastfoodbrand.Almostinanycountryyoucanseethatgoldenarches,whichalsomarksthatthebrandhasplanttheU.S.investmentandvaluesintoothercountries.LetustakethedevelopmenthistoryinChinaasanexample.In1992,thefirstMcDonald'swassettledinShenzhen,andnowtherearemorethan1,200branchrestaurantinChina.EveninsomevillagesinthedevelopedcoastalregionsofChina,youcanseethegoldenarches.Chinesepeoplelearningthebrand,itseemsthattheyarealsoacceptinganewstyleoflife.Althoughthisstyleoflifeonlyexistsincertaincitiesandregions,itsbrandimagehasbeendeepintheheartsofChinesepeople.Thisisabrand’sstrength.Inthisstudy,IresearchandanalysistheMcDonald'sbrandimagebyusingliteratureandquestionnaire.Meanwhile,IsurveyedcustomersinothersmallandprimaryfastfoodrestaurantsforcomparingwiththeMcDonald's.Finally,followingconclusionshavebeenmade:First,inthedimensionofspiritcultureofthebrandimagesystem,variouselementsandvariablesofthebrandimagehavebeensurveyedandmeasured,suchasthesenseofclosenes