摘 要 随着全球经济的多元化发展，我国正在迎来一个餐饮企业的大发展时期，可以看到，中国的市场潜力巨大，前景广阔。随着我国经济的发展，快餐行业的竞争日益激烈，不同消费者群体的需求也是多样的，同时，马尾区麦当劳的经营的核心是企业的营销策略，尤其是在以消费者群体的不同需要为主导的今天，这是马尾区麦当劳获得更大竞争市场的关键所在。因此，通过对马尾区麦当劳的发展现状和营销策略中存在的问题，结合 7P 营销理论，并通过理论与实践相结合的方法，对马尾区麦当劳提出营销策略的优化建议和措施，满足更多消费者群体的需求，为马尾区麦当劳的经营发展创造价值。 关键词：麦当劳；营销策略；7P 营销理论Abstract With the diversified development of the global economy, China is ushering in a period of great development of catering enterprises. It can be seen that China has a huge market potential and broad prospects. With the development of China's economy, the competition in the fast food industry is increasingly fierce, and the needs of different consumer groups are also diverse. At the same time, the core of McDonald's operation in Mawei District is the marketing strategy of the enterprise, especially in today's consumer groups, which is the key for McDonald's in Mawei District to obtain a larger competitive market. Therefore, based on the current situation of McDonald's development in Mawei District and the existing problems in marketing strategies, combined with 7p marketing theory, and through the method of combining theory and practice, this paper puts forward optimization suggestions and measures for McDonald's marketing strategies in Mawei District to meet the needs of more consumer groups and create value for the operation and development of McDonald's in Mawei District.Key words：McDonald's; marketing strategy; 7p marketing theory目 录...............................................................1......................
