패스트푸드 산업의 마케팅 전략과 현지화 추구에 관한 연구

• 영문명: A Study on the Marketing Strategy of Fastfood Industry and Cosmopolitanism -The Case of McDonald's in France-
• 발행기관: 한국외식경영학회
• 저자명: 강다원(Da won Kang)
• 간행물 정보: 『외식경영연구』3권 2호, 5~23쪽, 전체 18쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2000.12.31

영문 초록

This study attempted to analyse the service marketing strategy of fastfood industry which emphasizes Quality, Service, Cleanliness and Value. And it considered how fastfood launched in France where is a very self-conceited nation about their food-culture. In France, due to introduction of fastfood, traditional foodservice industry was brought on a change. McDonald's, which is the largest and best-known global foodservice company, has a lot of management strategies in order to spread their company world-wide. In consequence, the study results were summarized as follows First, they organized the company as McDonald's Developement Company (MDC) in each community all over the world and established marketing strategy appropriate to the national situation. Also, they conducted clear management with all the franchisers, franchisees and suppliers for their successful business. Second, they thought that the best employer is the most important competitive power of them. So, they provided their employers the best educational opportunity in Hamburger University. Third, they developed various Menus and well-mixed recipes that suits national taste. And they achieved enduring profitable growth by expanding the brand through innovation and technology. Finally, we can be succeed only if we devise the marketing strategies appropriate to the national situation, and according to the sociocultural environment.

목차

Ⅰ. 서론

Ⅱ. 패스트푸드점의 특성과 고유전략

Ⅲ. 맥도날드의 프랑스 현지 정착

Ⅳ. 결론

참고문헌

Abstract