第1页共30页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第1页共30页作品目录一、物质文化的概念..............................................................................................................2二、企业物质文化的内容.......................................................................................................2（一）企业生产的产品和提供的服务...........................................................................2（二）企业的工作环境和生活环境...............................................................................2三、麦当劳与肯德基本信息...................................................................................................2（一）麦当劳..................................................................................................................2（二）肯德基..................................................................................................................3四、肯德基物质文化建设的比较...........................................................................................4（一）LOGO对比...........................................................................................................4（二）产品与服务...........................................................................................................51.产品.......................................................................................................................52.外送服务...............................................................................................................63.服务标准：...........................................................................................................84.负面事件...............................................................................................................9（三）区位选择（以泉州为例）.................................................................................101.麦当劳.................................................................................................................102.肯德基..................................................................................................................11（四）店面设计............................................................................................................121.麦当劳：............................................................................................................122.肯德基：............................................................................................................13（五）麦当劳和肯德基的硬件设施.............................................................................151.麦当劳：............................................................................................................152.肯德基................................................................................................................16（六）员工形象............................................................................................................181.员工结构.........................................................................................182.着装.................................................................................................183.员工的仪容、仪表.........................................................................21（七）企业宣传..........................
