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摘要：自从改革开放以来，中国的市场经济迅速发展，而企业的各类营销活动是推动市场经济发展的不可缺少的因素。以肯德基、麦当劳、必胜客等为代表的快餐行业的营销是最具代表性的营销活动。营销是企业发现、创造和交付价值以满足一定目标市场的需求，同时获取利润的过程。营销学用来探寻未被满足的需要，量度目标市场的规模和利润潜力，为顾客提供满意的商品和服务而实现企业目标的过程。在通过市场细分和适合该细分的市场供给品,找到最适合企业进入的介质，最适合企业发展的道路。麦当劳1977年正式进入中国大陆市场。究其成功之处，归功麦当劳独特的营销策略。产品策划，市场定位，渠道建设等能够让麦当劳公司经久不衰，并且能和肯德基相互并存共同发展，也是其营销手段之一。本文重点分析麦当劳营销策略的成功之处和应对问题的解决措施，期望为我国快餐行业的发展和企业的成长提供宝贵的意见。4267
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关键字：快餐行业；营销策略；麦当劳；启示
Analysis of the Fast Food Marketing Strategy ----Take McDonald's For Example
Abstract: Since the reform and opening up, China's market economy is developing rapidly, the types of marketing activities is an indispensable factor in promoting the development of market economy. KFC, McDonald's, Pizza Hut and other fast food industry as the representative of the marketing is most representative of the marketing campaign. Marketing is to discover, create and deliver value to meet the needs of certain target market for profit. Marketing is used to explore the unmet needs, measure the size of the target market and profit potential, to provide customers satisfaction with the goods and services to achieve business goals process. Supplies through market segmentation and appropriate for the segmentation of the market to find the most suitable medium enterprises to enter the road most suitable for the development of enterprises. McDonald's officially entered the China market in 1977. Its success is attributed to the unique marketing strategy of McDonald's. Product planning, market positioning, channel construction allows McDonald's enduring and KFC coexist common development, but also its means of marketing. This article focuses on the success of McDonald's marketing strategy and solves measures expected responding to problem，to provide valuable advice for the development and growth of the fast food industry in China.
Key Words: Fast food industry; marketing strategy; McDonald
目录
前言 1
一、快餐行业营销策略相关理论宗述 2
（一）快餐行业相关概念 2
1、快餐的定义 2
2、快餐行业的分类 2
3、快餐行业的特点 2
（二）营销策略相关概念 2
1、营销策略的基本意义 2
2、营销策略的不同策略组合 2
3、营销策略的要点 4
（三）国内外研究现状 5
1、国外研究现状 5
2、国内研究现状 6
二、我国快餐行业营销策略现状及调研分析 7
（一）我国快餐行业现状 7
1、快餐行业策略的发展 7
2、我国快餐行业分析 7
（二）麦当劳公司营销策略的市场调研和分析 8