近二十年來,，我國的經濟快速發(fā)展,，帶動了服務行業(yè)的進步，快餐行業(yè)也蓬勃發(fā)展起來。但就發(fā)展水平來看,，我國的快餐行業(yè)還處于較低的層次。在中式快餐與西式快餐企業(yè)之間存在著很大的差距,，這種差距主要體現(xiàn)在服務與營銷的方面,。雖然目前關于市場營銷的理論有很多，但服務營銷在我國還是一個新的理論,，特別是快餐業(yè)的服務營銷更是一個嶄新的課題,。通過研究快餐業(yè)的服務營銷，可以有效地幫助快餐企業(yè)提高服務質量并獲取競爭優(yōu)勢,。 麥當勞是世界上最大的快餐連鎖企業(yè),，它在發(fā)展過程中有許多寶貴的經驗和教訓值得我們借鑒。尤其是在服務營銷方面,，麥當勞的產品品質策略,、特許經營策略、以及靈活有效的促銷策略等等都給中式快餐企業(yè)以很好的啟示,。 本文正是以服務營銷和跨國營銷為主要的理論依據,，以麥當勞為主要的案例，通過對它的服務營銷戰(zhàn)略的具體分析,，不僅可以從中探究麥當勞成功的原因,，還可以進一步找到發(fā)展中式快餐的出路。 本文通過理論與實踐相結合,，運用大量的案例,，對麥當勞等西式快餐企業(yè)以及中式快餐企業(yè)在服務營銷方面存在的主要問題及解決途徑進行了深入的分析，還對中式快餐企業(yè)進行跨國,、跨地區(qū)經營做了初步的探討,。最后得出了要從產品、人員,、服務設計與質量管理及服務的有形展示等方面入手來發(fā)展中式快餐的結論,。
In the nearly twenty years, with the rapid development of chinas economy, the service -industry has made the progress, this progress contributes to the fast- food industry of China. But as far as the level of the development, there is a gap between the Chinese fast- food industry and the western one, which lies in the marketing service. There are many theories about marketing, but the marketing service is new in China, specially the marketing service in fast-food industry. It can help enterprises get the competitive advantage.McDonalds is one of the worlds most well-known and valuable brands. It can enlighten us in the fields of product strategy, franchise strategy, and promotion strategy and so on.This research is based on the marketing service theory. McDonalds is the main case. From this, we can find not only the reasons of McDonalds success, but also the way of developing the Chinese fast-food restaurants.This research combines theory with practice, and adopts many cases. Meanwhile, it analyzes the marketing strategy of McDonalds, and the main problems and solutions of Chinese fast-food industry. Besides, it makes an elementary discussion about the transnational marketing. At last, we can draw the conclusion that we should start with the product, people, service design and quality management and physical evidence to develop Chinese fast food industry.