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1、McDonald'sCorporationTheoldestMcDonald'srestaurantlocatedatLakewoodBlvdandFlorenceAveinDowney,CaliforniaFounded:May15,1940inSanBernardino,California;McDonald'sCorporation,April15,1955inDesPlaines,IllinoisEmployees:400,000(January2010)Netincome:US$4.949billion(2010)To
2、talassets:US$31.975billion(2010)TheoldestofalltheGoldenArchesinAmerica,andhastheearliestMcDonald'sbuildingdesign.TheGoldenArchesDrive-ThruLogoRoadsignTheMcDonald'sGoldenArcheslogowasintroducedin1962.JimSchindlermergedthetwogoldenarchestogethertoformthefamous'M'nowrec
3、ognizedthroughouttheworld.TheMcDonald'snamewasaddedtothelogoin1968.Managementidea－－ＱＳＣ&ＶQ--qualityS----serviceC--cleanlinessV---valueBusinessisnotdirectlytoconsumers,butratherfocusonthecultivationandsaleofthedealernetworkestablished,businesseswithconsumersiscarriedou
4、tbydistributors.PlaceFirstmchasits'ownmodeltopromoteeconomywhichisallowtofranchise.Its'companyhassomuchfranchiseacrosstheglobe.Intheworld,85percentofmcisfranchise,andonly15percentisbelongtoits'owncompany.Secondforpictureoneisthatyoucanorderonlineforpicturethreeisthed
5、etailoforder圖三圖二forpicturetwoistoordermcbycall圖一Third1、McaccordingtoconsumersareSOlovetheicecreamofit,soits'companysetupadessertsation.Andthelocationisasmallshop,butitisverypopular.Becauseitissoconvenient.2、Alotofwokersareonlyneedacupofcoffeewhentheyonwork'swayorwork
6、-time.ThenmcsetupMccafeonbasisoftheirneeds.P-----------PRODUCTWhatisourproduct?Iswings,chipsorpie?Yes!Theyallare.Thoseproductsweallknowwell.theyarebasicproductsofMcDonald.Infact,theseproductareverypopular,mostcustomslikechoosethemwhentheycometoMcDonald.P-----------PR
7、ODUCTNewproduct!Thishamburgernamed“心年心意”inChinese,ituse“心”insteadof“新”becauseithastwomeaning,oneishappynewyear,while,theothermeansthatMChopethateveryonecanWelcomenewyearwiththeirheart.ForChinese,newyearmeaninganewbeginning,sotheyputoutanewkindhamburgertowelcomenewbeg
8、inningtogether.HAPPYNEWYEAR!HAPPYNEWYEARWITHOURHERRT!P--------------PRODUCTThisnewhamburgerhassomeothercharacteristic,itfirstuseroa
