全球化背景下麦当劳跨国发展战略问题研究  

A study on the strategy of the transnational development of McDonald’s in the context of Globalization

作　　者：何英[1] He Ying(School of international economics and trade, Anhui Finance and Economics University, Anhui, 233030, China)

机构地区：[1]安徽财经大学国际经济贸易学院,安徽蚌埠233030

出　　处：《昆明民族干部学院学报》2016年第12期121-122,共2页Journal of Kunming National Cadres Academy

摘　　要：麦当劳是如今全球大型跨国连锁餐厅，作为跨国企业成功的典型案例，本文旨在研究分析其发展壮大的具体原因，为我国跨国企业更好地走出去、促进全球经济化进程提供更多的经验。文章首先概括分析麦当劳成功的主要原因是其跨国战略目标以及跨国战略对策的制定，结论显示，麦当劳在当今世界取得巨大成功的主要原因在于：1、麦当劳发展战略着眼于全球化；2、麦当劳在着眼于全球化的基础上注重于产品本土化，以及在此基础上进行的创新。如今全球经济一体化高速发展，麦当劳发展战略着眼于全球化是全球经济一体化导致的必然发展趋势。而麦当劳产品本土化则是指在保留其原有特色的基础上，根据当地的人文风情以及消费偏好等实际情况作出适当的调整。McDonald’s is now the world’s large multinational restaurant chain,as a typical case of transnationalbusiness success,this paper aims to study the specific reasons for its development,in order to better our transnationalenterprises to go out and promote global economic development to provide more experience.This paper briefly analyzes themain reason of McDonald’s success is the strategic objective and the strategic countermeasures of transnational,concludesthat McDonald’s in the world today has main reason for great success is:1,McDonald’s development strategy focuses onglobalization;2,McDonald’s in focus on Globalization on the basis of the focus on product innovation and the localization.On the basis of.Today,with the rapid development of global economic integration,the development strategy of McDonald’sfocus on globalization is the inevitable trend of global economic integration.The localization of McDonald’s products is toretain its original characteristics on the basis of the actual situation in accordance with the local humanities and consumerpreferences and make appropriate adjustments.

关 键 词：麦当劳 经济全球化 全球战略目标 产品本土化 

分 类 号：F719.3[经济管理—产业经济]