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论文编号：	3900
作者编号：	2120092718
上传时间：	2011/12/5 9:22:40
中文题目：	麦当劳品牌营销策略及实施的研究
英文题目：	The Research of The Strategy and Executing of MacDonald’s Brand Marketing
指导老师：	杜建刚
中文关键字：	品牌营销 麦当劳 服务性行业
英文关键字：	Brand marketing McDonald Service company
中文摘要：	近二十年以来，随着中国经济的不断增长，中国的服务性行业也蓬勃发展起来，涌现出了各种类型的服务型公司。但与西方发达国家相比，我国的服务行业无论是产业规模还是产业水平都存在着很大的差距，这种差距主要体现在品牌的影响力方面。我国自改革开放以来三十年的时间里，并没有能够出现闻名世界的强势品牌，这说明我们的企业在品牌管理方面存在着一定的问题。战略品牌管理理论在市场营销学中处于比较前沿的位置，而品牌管理对于我国企业来讲更是一个崭新的课题。我们必须要借鉴国际知名公司的品牌管理经验来提高我们自身的管理水平。麦当劳作为世界上最大的连锁餐饮公司，其品牌影响力非常巨大，麦当劳金色拱门的标识深入人心，是世界上最为知名的品牌之一。本文运用理论与实际相结合的方式，通过对战略品牌管理理论的介绍与分析，以麦当劳为研究案例，对麦当劳公司的品牌资产创建、品牌宗旨、品牌定位、品牌营销活动规划执行、评估和诠释品牌绩效以及提升和维系品牌资产等几个方面的策略进行了分析，同时从产品、人力、地点以及促销四个方面对麦当劳的品牌营销策略进行了分析，然后对营销策略的实施进行了研究，总结出麦当劳公司在品牌营销管理方面的成功之处，从而得出能够帮助我国企业提高自身品牌管理水平的结论。
英文摘要：	In the recent 20 years, as the economic growth of China, the service industry in China also flourished and various types of service companies emerged. But compared with the developed western countries, whether the industry scale or industry level of China's service industry there exist a large gap, which mainly embodies in the influence of the brand. During the 30 years of reform and opening in China, the fact that no world famous strong brand appeared shows that our enterprise in brand management has certain problem. Being at the outlying location of the marketing, Strategic brand management theory is a brand-new topic to the enterprises in our country. We must use the international famous brand management experience to improve the management level of our own. As the world's largest chain food and beverage company, McDonald's has very great brand influence. Its golden arches logo, as one of the most famous brand in the world, earns thorough popular feeling. In this paper, the combination mode of theory and practice is adopted, and McDonald's is used for case study through introduces and analyses of strategic brand management theory. The operation mode, brand orientation, brand marketing activity plan implementation, evaluation and interpretation brand performance and ascension as well as the brand assets maintenance of McDonald's are researched in detail. Through the study, McDonald's success in strategic brand management is summarized, which can help enterprises of our country to improve their own brand management level.
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