1. The main reason for McDonald's success is that it knows how to provide customers with appropriate products and services, and constantly meet the changing customer needs.

2. The target marketing strategy adopted by McDonald's is centralized marketing strategy. Centralized marketing strategy is to divide the whole market into several sub-markets, only select one or a few of them as the target market, develop the corresponding marketing mix, and implement centralized marketing, which can concentrate the limited manpower, material resources and financial resources to give full play to the maximum advantage, greatly save marketing expenses and increase profits, and because of the specialization of production and sales channels and promotions, it can better meet the needs of specific consumers, easily expand market share and gain superior market position.

3. Rich in nutrition, fresh and delicious, superior in quality, supreme in service, clean and hygienic, quick and convenient, etc.

4. The main problems of expansion are localization or westernization, and the degree of localization in order to better serve foreign markets. The main solution: It is necessary to analyze their menus and make some subtle changes suitable for the tastes of foreign consumers.

5. The popularity of McDonald's in China shows that Chinese and Western cultures can be integrated and attracted to each other. As long as the market strategy can meet the needs of consumers and keep up with the development trend of the times, all regional differences and customs differences can be completely concealed.

6. The way for Chinese restaurants to cope.

The popularity of McDonald's in China and the plight of the local catering industry in China show that there are disadvantages in the development of Chinese restaurants.

(1) They don't have their own representative cognition. A fast food brand should represent a certain cognition in the minds of consumers.

(2) The menu is too complicated. Increasing the choices on the menu will weaken the brand awareness and reduce the food quality.

(3) There is no strong positioning and focus, but a clear focus can help improve the operational ability internally and help implant information into consumers' minds externally.

marketing plan outline: establish brand concept and establish your own representative cognition. Reduce menus and improve service quality. Accurate positioning and clear target market.