麦当劳品牌战略经营现状与对策分析.docxVIP

麦当劳品牌战略经营现状与对策分析

目录

一、内容描述................................................3

1.研究背景..............................................3

2.研究意义..............................................4

3.研究方法与数据来源....................................5

二、麦当劳品牌战略经营现状..................................6

1.品牌定位..............................................7

目标市场...............................................8

品牌形象...............................................9

品牌价值..............................................10

2.产品策略.............................................12

食品种类..............................................13

食品品质..............................................14

新产品开发............................................15

3.营销策略.............................................16

广告宣传..............................................17

社交媒体营销..........................................18

线下活动..............................................20

4.渠道策略.............................................21

店铺分布..............................................22

供应链管理............................................23

客户服务..............................................25

5.价格策略.............................................26

标价策略..............................................28

价格促销..............................................29

价格调整..............................................31

三、麦当劳品牌战略经营存在的问题...........................32

1.品牌同质化...........................................33

2.产品创新不足.........................................34

3.营销手段单一.........................................35

4.服务质量参差不齐.....................................36

5.成本控制不力.........................................38

四、麦当劳品牌战略经营对策分析.............................39

1.品牌差异化策略.......................................40

深化品牌定位..........................................42

打造独特品牌形象......................................43

提升品牌价值..................................