McDonald's is one of the largest fast food chain groups in the world, with more than 29,000 restaurants in more than 65,438+020 countries around the world. 1990, McDonald's came to China and opened the first McDonald's restaurant in China. In April, 1992, the world's largest McDonald's restaurant, opened in Wangfujing, Beijing, with more than 1 10,000 people trading that day. Since 1992, McDonald's has developed rapidly in China. 1993 The first McDonald's restaurant in Guangzhou opened in Guangdong International Hotel in February; On June 1994, the first restaurant of Tianjin McDonald's opened in binjiang road; In July, 1994, the first McDonald's restaurant in Shanghai opened on Huaihai Road. In recent years, McDonald's has opened more than 460 restaurants in Beijing, Tianjin, Shanghai and Chongqing, as well as 74 large and medium-sized cities in Guangdong, Guangxi, Fujian, Jiangsu, Zhejiang, Hubei, Hunan, Hebei, Shandong, Shanxi, Anhui, Liaoning, Jilin, Heilongjiang, Sichuan and Shaanxi provinces. ? Mcdonald's

As the world's leading fast food chain group, McDonald's has been challenged in many aspects in the global market in recent years. In terms of market share, on October 8th, 2002/kloc-0, McDonald's announced its withdrawal from three countries and closed 175 stores in 10 countries, which hindered its rapid expansion strategy. In Chinese mainland, the number of McDonald's stores is only 3/5 of that of KFC. Brand positioning is gradually "brand aging". KFC focuses on the adult market, while McDonald's has adhered to the line of children and families for 50 years, "catering to mothers and children". However, in recent years, people's concept of marriage and childbearing has changed, and the phenomenon of late marriage and singles has become increasingly common. The core consumer group has changed from a family group aged 24 to 35 to a single childless group, and McDonald's positioning and brand concept have also deviated from this point. In terms of investment strategy, McDonald's has always insisted on opening its own chain stores in China. By the end of July 2003, McDonald's had not adopted the franchise expansion model of fast food chain stores such as KFC. In company management, the strategic hidden danger of rapid expansion is gradually exposed. McDonald's is most proud of its rapid and successful expansion in the world. Before McDonald's scaled back its expansion plan in 2002, McDonald's once opened a new store every eight hours in the world, and this rapid expansion also made it impossible for McDonald's to follow up the management of stores in time, such as the deterioration of labor relations and the lagging crisis handling ability in some areas. In Guangzhou McDonald's disinfection water incident, the manager was slow to respond and had a dispute with consumers, which damaged the brand image of the company. The gap between national and cultural awareness has also brought trouble to McDonald's. Like Coca-Cola and Marlboro, McDonald's tied up the concept of "America", and its effect was like a double-edged sword, which not only conquered the market, but also brought trouble. From the Middle East and even Muslims' boycott of American goods to the explosion of McDonald's restaurant after the "9. 1 1" incident, the negative effects of the "American" brand have been explained. In modern society, more and more people pay attention to the impact of fast food on health, which has become another difficult problem for McDonald's. At the "two sessions" on March 5, 2003, Zhang Jiao, a CPPCC member, suggested that the development of McDonald's and KFC should be strictly restricted. The World Health Organization (WHO) also officially announced that the fried and fried foods of McDonald's and KFC contain a large amount of carcinogenic toxin C. Under the combined effect of many factors, the share price of McDonald's in June 2002 fell to the lowest point in seven years, 70% lower than that in June 5438+0998, and it suffered losses for the first time in the fourth quarter of 2002. In order to change this situation, LarryLight, the new global chief marketing officer of McDonald's, took office in early 2002, planned a series of integrated marketing communication schemes and implemented the brand renewal plan of McDonald's. In 2003, McDonald's launched "Hefeng Meal Series" and "Kimchi Fort" in Taiwan Province Province and Singapore, and "Roasted Chicken Leg Burger" in Chinese mainland, which relaxed the standardization mode and gave full play to the advantages of localization strategy. In August 2003, McDonald's announced that Ms. Sun Mengmeng from Tianjin became the first franchise store of McDonald's in the Mainland, breaking the practice of opening a chain store in China. On September 2, 2003, McDonald's officially launched the "I like" brand renewal plan. For the first time, McDonald's has joined hands in more than 65,438+000 countries around the world to promote its brand with the same group of advertisements and the same message, which has changed the happy image of "catering to mothers and children" that has remained unchanged for decades, abandoned the "family" positioning measures that have been adhered to for nearly 50 years, and focused on young consumers under the age of 35, focusing on young people such as "cool", "making their own decisions" and "going their own way" In order to cooperate with brand advertising, McDonald's has launched a series of super cool promotional activities, such as saying "I like it" or "I am my mLovingIt" loudly to the waiter and getting a free ice cream cone, which is very popular among young people. On June 24th, 2003,165438+1October 24th, McDonald's and M-Zone announced that they had formed a cooperative alliance and launched a series of collaborative marketing activities of "My Site, I like it" in McDonald's stores all over the country. McDonald's will also provide WiFi service in China restaurant, so that consumers can enjoy fashionable wireless Internet access in McDonald's restaurant. On February 12, 2004, McDonald's signed a contract with Yao Ming, and Yao Ming became the global image spokesperson of McDonald's. Yao Ming will play an important role in health and activities, Olympic planning, and "I like" marketing activities and customer communication. On February 23rd, 2004, McDonald's launched the activity of "Surprise you with quality and surprise you with value in 365 days" and the promotion activity of "Surprise you with value, but not 5 yuan". From February 23rd to August 24th, 2004, the price of * * * nearly 10 food fell below that of 5 yuan. On February 27th, 2004, McDonald's announced that it would extend its global Olympic partnership to 20 12. This will extend its sponsorship right for four consecutive Olympic Games once and for all. This 8-year renewal extends McDonald's exclusive sales rights in the field of restaurants and catering services to the 2006 Winter Olympics in Turin, Italy, the 2008 Beijing Olympic Games in China, the 20 10 Winter Olympics in Vancouver, Canada and the 20 12 Olympic Games. You can also use the Olympic rings in global marketing activities and get exclusive sponsorship opportunities for Olympic teams from 20/kloc-0 countries and regions around the world. Through a series of efforts, in 2003 10, the sales revenue of McDonald's increased by 1 14.9%, and that of the Asia-Pacific region increased by 16.2%. The company's share price rose against the market, hitting a new high in 16 months. JP Morgan Group said in June, 5438+February, 2003 that the global operation of McDonald's has undergone great changes, and upgraded the stock rating of McDonald's from "general market performance" to "exceeding market performance". Mcdonald's integrated marketing communication case