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我们一直在追随着成功者的足迹,探求品牌成功背后的奥秘,尽管看到的版本不尽相同,但是其本质却是相同的。麦当劳,一个享誉全球数十年的世界名牌,尽管它的食品一度倍受权威专家指责,但是却不防碍它的事业攀越一个又一个的高峰。诚如麦当劳中国公司的一位高层管理者所说:“麦当劳卖的不仅是汉堡,更是QSCV(质量、服务、清洁和物有所值)。”在这里,我们希望描述一个真实的麦当劳,它的成功经验或许能够给中国的企业家带来更多思考的空间。
We have been following the success of the success stories, to explore the mystery behind the brand success, although see the different versions, but its essence is the same. McDonald’s, a world famous brand that has enjoyed worldwide reputation for decades, although its food was once acclaimed by authoritative experts, did not prevent its business from climbing one after another. As one senior executive at McDonald’s China Company put it, “McDonald’s sold more than just burgers but more QSCV (quality, service, cleanliness and value for money).” Here we want to describe a real McDonald’s, its successful experience may be able to give Chinese entrepreneurs more space for thinking.