Analysis of McDonald’s Marketing Strategy in China

DOI

10.2991/assehr.k.211209.502How to use a DOI?

Keywords

McDonald; marketing strategy; Chinese consumer; Chinese market; fast food

Abstract

The development of McDonald’s in the Chinese market is getting better and better, which is inseparable from McDonald’s marketing strategy in the Chinese market. The purpose of this article is to explore the factors of how McDonald’s has achieved its current achievements in decades. The author will further explore McDonald’s marketing strategies and the unique strategies of other fast food brands and provide some suggestions for McDonald’s future marketing strategies. This article uses the literature survey method to study the process change of McDonald’s from entering the Chinese market to successful promotion. Through the collection of literature, this article finds that McDonald’s has a unique marketing strategy in China. McDonald’s combines marketing with Chinese consumers, Chinese characteristic culture, Chinese geography and China’s consumption level to better enter the Chinese market.

Copyright

© 2021 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Shuran Wu
AU  - Jingjing Ma
PY  - 2021
DA  - 2021/12/15
TI  - Analysis of McDonald’s Marketing Strategy in China
BT  - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
PB  - Atlantis Press
SP  - 3073
EP  - 3076
SN  - 2352-5428
UR  - https://doi.org/10.2991/assehr.k.211209.502
DO  - 10.2991/assehr.k.211209.502
ID  - Wu2021
ER  -