论文部分内容阅读
必须承认:麦当劳已经进入中国人的生活。 不经意间,麦当劳的食品成了国人的异乡美味。 “快来吧！快来吧！”满大街随处可见的“M”标记,像两扇大门一样向国人招手;麦当劳播放的小孩子哭声借助极富穿透力的高音喇叭不停地撞击你的耳膜;麦当劳优惠券塞进你家的防盗门…… 更让国人无法回避的是麦当劳背后的文化。且不说新闻(无论是好消息还是坏消息)始终都没有离开过它,且不说其经营理念跃身中国MBA教科书,单单其占据中国诸多最优地段的麦当劳分店,每日就从巨大的玻璃窗向外 辐射这样的信息:来这里不仅仅是进餐,更是一种生活！ 麦当劳在潜移默化中将其营销理念渗透进中国社会,在不知不觉中改变着国人的消费观念。国人一边享受着麦当劳的美味,一边拼命地从麦当劳的历史、经营、管理中吸取“营养”。 然而,麦当劳在2002年的日子并不好过,第四季度亏损,全球关注的分店已经超出预料。这一切,又向国人昭示:如何正确对待他人的成功与衰退?这些对我国有什么样的启示?
Must admit: McDonald’s has entered the Chinese life. Inadvertently, McDonald’s food has become a foreign exotic delicious. “Come on! Come on!” Marked everywhere in the street, the “M” tag wafts to the people like two doors; the little boy crying from McDonald’s crashes into you with the most penetrating tweeter Of the eardrum; McDonald’s coupons into your home security door ... ... even more people can not be shy of the culture behind McDonald’s. Not to mention the news (good news or bad news) has never left it, not to mention the business philosophy of China MBA textbooks, just occupy China many of the best sections of the McDonald’s branch daily from the huge Glass windows radiate this message: It’s not just food, it’s a life! McDonald’s imperceptibly in its marketing philosophy into Chinese society, unconsciously changing people’s consumption concept. McDonald’s while enjoying the delicious Chinese people, desperately from McDonald’s history, management, management to absorb “nutrition.” However, McDonald’s did not get much better in 2002 and lost money in the fourth quarter. The global concern has exceeded expectations. All this again shows the people how to treat others’ success and decline correctly. What are these enlightenments for our country?