摘 要麦当劳作为全球大型跨国连锁餐厅，随着中国经济的发展，在中国内地的市场也有着迅猛的扩展。在中国，麦当劳已经成为了大众生活中便捷且具有辨识度的一种美式餐饮服务。本文通过文献分析法、比较分析法、归纳分析法对麦当劳的营销环境及策略进行深入研究，发现麦当劳在营销过程中存在产品健康性不佳、种类单一、单品价格高、连锁店扩张缓慢、网络营销有待完善等问题，并给出相应的对策建议，包括提升产品营养价值、积极推动产品本土化、降低连锁店加盟准入门槛等。中国市场是麦当劳发展中最关键的一环，麦当劳通过敏锐的市场嗅觉发现中国市场中存在的机会与挑战，麦当劳不仅仅需要随时适应中国消费者的各种变化，而且在发展过程中应不断完善自身的不足，在市场营销环境下更好的创造自身价值并回馈于社会。关键词：麦当劳；营销策略；营销环境AbstractMcDonald's is a large global multinational restaurant chain. With the development of the Chinese economy, the market in Mainland China has also expanded rapidly. In China, McDonald's has become a convenient and recognizable American catering service in public life. This article conducts in-depth research on McDonald's marketing environment and strategies through literature analysis, comparative analysis, and inductive analysis. It is found that McDonald's marketing has poor product health, single type, high single product prices, slow chain expansion, and network. Marketing needs to be improved, and corresponding countermeasures are proposed, including improving the nutritional value of products, actively promoting localization of products, and lowering the entry threshold for franchise stores. The Chinese market is the most critical part of McDonald's development. McDonald's has a keen sense of the market to discover the opportunities and challenges in the Chinese market. McDonald's not only needs to adapt to the various changes of Chinese consumers at any time, but also should be constantly improved during the dev...
