跨国公司与国际投资
南京理工大学经济管理学院
课程考核论文
课程名称: 国际投资与跨国公司
论文题目: 从麦当劳的客户关怀分析品牌的力量 姓 名: 学 号: 成 绩:
课 程 论 文 中 文 摘 要
课 程 论 文 外 文 摘 要
From the Aspect of McDonald‟s Customer Care to
Analysis the Power of Brand
1. The decision-making background
When we mentioned McDonald, consumers especially children‟s minds will appear golden arches, burgers, French fries, chicken and other McDonald‟s image, as well as McDonald‟s toys, McDonald‟s casino, McDonald‟s contest and McDonald‟s birthday parties and so on.
McDonald was founded in 1937 by two Jewish brothers called Mike and Dick. At the beginning, the two brothers opened an auto restaurant in the east of Los Angeles, named of McDonald‟s restaurants. Crocker got McDonald‟s ownership in 1961, after that McDonald's stock market has soared since 1965.
No one can match McDonald‟s brand power of ideas, management skills as well as its unique atmosphere. McDonald is the most perfect American brand, and it swept the world with two distinct phenomena cultural and commercial forces.
McDonald took use of the cultural change in the post-war world. McDonald is the prototype of American values, belonging the first export products in the socialist countries. McDonald‟s pattern of gold door exists almost everywhere in the world, suggesting that McDonald has become a pioneer of foreign investment especially in American culture.
Today, McDonald operates in 83 countries, nearly 16,000 restaurants. In 2003 the world's top 100 brands list, McDonald's ranked eighth, up to $ 22.18 billion brand value.
McDonald and its big bread just like a whirlwind to make the world crazy. This is the McDonald fast food globe chain as a symbol of golden arches letter “M”. There was an American exaggerated and half in earnest said: “When I was driving cars, as long as he saw hanging „M‟ logo, he began to secrete saliva!” So, what is the secret of McDonald to become the spell of human appetite it?
2. Decision analysis
McDonald is the world‟s most successful fast-food chains, received 28 million visitors every customer, and with an average 7.3 hours to open a new restaurant with the speed of development.
Kroc, founder of McDonald‟s in the early days, he set up his own business and faith of the three fast food, then add the “V” creed, McDonald constitute the complete Q, S, C, V philosophy.
Q (Quality), refers to the quality. The background of McDonald products more than 95% of raw materials are procured locally. As early as 1984, McDonald‟s potato supplier investigated Hebei, Shanxi, Gansu and other places hundreds of potatoes. McDonald‟s demanding standards for raw materials, cut bread circles and injustice must not abandon, the mix temperature should accept the goods at below 4 ℃. Lettuce freezer got only two hours on stage batching preservation period, and will be immediately throw away when they over time. Making a good product and time slot cards together into the finished insulation fries over seven minutes, hamburgers more than 10 minutes will not hesitate to throw away, because McDonald's commitment to customers is always customer to enjoy the freshest quality, taste the most authentic food. In order to establish a high degree of credit, get the customer‟s high degree of trust. Of course, there are ways to maintain the lowest consumption, lower production costs.
S (Service), refers to services, including shop building happiness comfort, convenience of hours, the sales staff‟s service attitude. A smile is McDonald‟s features, and all the staff are smiling and cheerful way to do things and talk to customers, so that customers feel satisfied. Employees entered the McDonald must accept systematic training. Staff to implement fast, accurate and friendly service, queuing no more than two minutes, to be completed at the customer point of food, the waiter in one minute will be delivered within the hands of customers.
C (Cleanliness), refers to the health and cleanliness. McDonald‟s employees specification, there is a provision that “Rather than resting against the wall, it is better to clean up.” All employees must comply with this provision. Employees engaged in
operations with the former requires strict disinfection sterilization hand sanitizer, rubbing his hands required at least 20 seconds and then rinse, then dry with a hand dryer. All of the dishes, the machine will be in closing thoroughly after cleaning, disinfection, floor to scrub clean the front of the restaurant should be kept clean.
V (Value), means that the value, meaning “to provide valuable, high-quality goods to the customer.” McDonald‟s food and nutrition is according to the scientific ratio, nutritious and reasonably priced. For this reason, customers can in a clean environment to enjoy fast food nutrition. Modern people not only gradually want a high-quality level of need, but also tend to diverse consumer preferences, McDonald stressed that “V”, which means to create and add new value.
McDonald is the core concept of these operations, setting a world record of the largest chain system. McDonald also used these guidelines to regulate employees‟ behavior, that is, “small enough to wash a program to manage a large manual.”
3. The decision-making action
3.1 To strengthen professional thinking McDonald‟s brand image
Good brand should have a good professional image. McDonald's fast food is not necessarily the best in the world, but let the professional image of McDonald's widely believed that it is the world's best fast food restaurants.
3.1.1 McDonald's fast food only to establish contact with the brand
After the success of McDonald's brand, and no large-scale penetration to other industries, in other areas there is no McDonald's brand licensing, allowing McDonald's fast food industry has maintained the status of the boss's image, brand value also continue to rise. Thus, a brand value does not depend on the size of it for many industries and many varieties, but depends on it in a particular industry or group of products, market position and profitability.
3.1.2 McDonald just “assemble” fast food
McDonald brothers‟ contribution is to create a McDonald‟s restaurant, and
Crocker‟s contribution is to create a McDonald‟s brand.
That year, from the McDonald brothers bought the franchise in addition to the Crocker, as well as a Dutchman. However, the Dutch too “smart,” he everything themselves, they do make their own burger with beef slaughterhouse to open themselves to cattle as a result, the Dutch did not grow their own fast-food industry, has become the director of 200 head of cattle. The Crocker thinking with their own specialization continue to strengthen the McDonald‟s brand image, he diversified a lot, he realized that the McDonald is not the most valuable cattle, nor McDonald potatoes, more than McDonald‟s and Burger Cheese , but its combination of McDonald‟s fast-food restaurant.
3.2 All for you – McDonald‟s business concept
McDonald in the world more than 100 countries (regions) in franchise opened more than 20,000 stores, it has become the world gathers catering and retail as one of the “Big Mac” company. Its success is reflected not only in business operations and earnings, but also reflects a deep-seated food culture
3.2.1 The customer is always God
The customer is always God, the service must make customers feel “completely satisfied.”
As a leader in food retail and service industries, McDonald will serve as the life. Each incoming McDonald‟s employees need to do first thing is to accept training, learning how to better serve customers, customer 100% satisfaction.
3.2.2 TLC concept
This is McDonald‟s requirement for all employees, but also the image of its own specific requirements. Including:
T: English word Tender‟s first letter, that means careful.
McDonald must require employees threw himself into the service, attentive service for every customer, without neglecting any one minor aspect.
L: English word Loving‟s first letter, that means love.
McDonald not only focus on making a profit, but also attention to social welfare undertakings, this often sponsor social charity, do their social responsibility.
C: The first letter in English Care, that means care and concern.
Treat special customers, such as disabled customers, but also to attentive service, so that you can enjoy them like normal people dine at McDonald.
3.3 Immediately hands do not look for excuses
This is the McDonald‟s employees hardworking, fast, accurate, and efficient work requirements.
3.4 To maintain professional attitude
McDonald require staff due diligence, good service to every customer. In addition, McDonald‟s operations, there are some very important words, such as maintaining fresh, high quality, adequate, fair, fast, accurate, rapid, enthusiastic, vibrant, clean, tidy, health, happy home, family restaurant and so on. These words contain both companies expect to provide to the customer the psychological feelings, and it can penetrate into the hearts of the staff, called all customers McDonald's corporate image recognition.
4. The decision evaluation
Harvard Business School assistant professor Mila • Hart said: branded products to provide consumers with a guarantee of quality and reliability, and their purchase decisions of great help. In order to win the fierce competitive environment customer loyalty and trust, and must have sufficient brand products to meet customer needs, access to customer recognition and enhance brand loyalty.
Brand loyalty is a strategic asset for the survival and development of enterprises with long-term potential benefits, the potential value of developing brand loyalty is the corporate management of a strategic task, and therefore its significance lies in:
4.1 To reduce marketing costs
Maintain the existing consumers than acquiring new consumers pay much smaller, with a large number of loyal consumers of the brand enterprises, can greatly reduce marketing costs. Therefore, enterprises should do its utmost to retain old customers.
4.2 To play the role of trade Leverage
Brand loyalty will affect the store‟s selection decision, shops will consumers love, loyalty and high priority in the best brand shelf space, in order to facilitate the consumers to buy the brand. Shop trade leverage effect also illustrates the tremendous brand loyalty value of intangible assets.
4.3 To attracting new customers
In priority to maintain and stabilize the brand loyal old customers at the same time, it should also attract new customers and expand the range of consumers. On the one hand through advertising and other forms of the new consumers of the future impact of information and implementation, thus producing brand awareness; the other hand, can take advantage of existing and old customers to promote the brand to new customers, sell products, expand product awareness.
4.4 To alleviate the threat of competitors
Brand loyalty to the enterprise provides ease the threat of rival time and increases the chance of countermeasures. When competitors to develop newer and better products, the brand loyalty of consumers tend to expect that he will develop brand loyalty newer and better products, giving the brand owned enterprises to provide the necessary time to improve the product as well as wins over competing products. Brand loyalty must pay attention to this huge strategic value must be in the shortest possible period of time than our competitors, because the expectations of the consumer brand loyalty is ultimately limited.
从麦当劳的客户关怀分析品牌的力量
一、决策背景
一提到麦当劳,消费者尤其是孩子们的脑海里就会出现金拱门、牛肉饼、炸薯条、麦香鸡等麦当劳形象,还有麦当劳玩具、麦当劳娱乐场、麦当劳竞赛、麦当劳生日聚会等。
麦当劳是由麦克和迪克两位犹太兄弟于1937年创立的,起初两兄弟在洛杉矶东部的巴沙地那经营汽车餐厅,起名为麦当劳餐厅。1961年克罗克取得了麦当劳的所有权,1965年麦当劳股票上市,从此扶摇直上。
麦当劳品牌思想的力量、经营的技巧以及它独特的氛围,没有谁能与之匹敌。麦当劳是最完美的美国品牌,它以文化和商业两种截然不同现象的力量风靡全世界。
麦当劳利用了战后世界中的文化变迁,麦当劳是美国价值的原型,属于先向社会主义国家出口的产品。麦当劳图案的黄金门几乎在世界无处不在,这表明麦当劳已成为外国特别是美国文化投资和文化价值的开路先锋。
今天,麦当劳在83个国家经营着将近16000家餐厅。在2003年全球100大品牌排行榜中,麦当劳位列第八,品牌价值高达221.8亿美元。
麦当劳和它的大面包,犹如一阵旋风,使世界为之疯狂。这就是以金色拱门“M”字母为标志的麦当劳快餐全球连锁店。
曾经有个美国人是夸张、半认真地说:“我开着汽车,只要看见路旁挂着‘M’标志,就开始分泌唾液了!”那么,麦当劳是依靠什么而成为人类食欲的符咒的呢?
二、决策分析
麦当劳是当今世界上最成功的快餐连锁店,每天接待2800万人次的顾客,并且以平均每7.3小时新开一家餐厅的速度发展着。
麦当劳的创始人克罗克在创业初期,就为自己设立了快餐店的三个经营信念,后来又加上“V”信条,构成麦当劳快餐店完整的Q、S、C、V经营理念。
Q(Quality),是指质量、品质。背景的麦当劳产品原料有95%以上在当地
采购。早在1984年,麦当劳的马铃薯供应商就派专家到中国考察河北、山西、甘肃等地的上百种马铃薯。麦当劳对原料的标准要求极高,面包不圆和切口不平都要弃之不用,奶浆接货温度要在4℃以下,高一度就退货。一片小小的生肉饼要经过40多项质量控制检查。生菜冷藏库拿到配料台上只有2个小时的保鲜期,超过时限就立刻扔掉。生产过程中采用电脑控制和标准操作。制作好的成品和时间牌一起放到成品保温槽中,炸薯条超过7分钟,汉堡包超过10分钟就要毫不吝啬的扔掉,因为麦当劳对顾客的承诺是永远让顾客享受品质最新鲜、味道最纯正的食品。从而建立起高度的信用,得到顾客的高度信任。当然麦当劳也有办法保持最低的消耗,降低生产成本。
S(Service),是指服务,包括店铺建筑的快乐舒适感、营业时间的方便性、销售人员的服务态度等。微笑是麦当劳的特色,所有的店员都面露微笑、活泼开朗地做事和顾客交谈、让顾客感觉满意。员工一进入麦当劳,就要接受系统训练。全体员工实行快捷、准确、友善的服务,排队不超过2分钟,在顾客点完所要的食品后,服务员要在一分钟内将食品送到顾客手中。餐厅还提供多种服务,如为小朋友过欢乐生日会,为团体提供订餐和免费送餐服务等。
C(Cleanliness),是指卫生、清洁。麦当劳员工规范中,有一项条文是“与其靠着墙休息,不如起身打扫”,全世界一万几千家连锁店所有员工必须遵守这一条文。员工上岗操作前需要严格用杀菌洗手液消毒,规定两手揉搓至少20秒再冲洗,然后用烘干机将手烘干。如果接触了头发、衣物就重新洗手消毒。所有的餐盘、机器都会在打烊后彻底清洗、消毒,地板要刷洗干净,餐厅门前也要保持清洁。
V(Value),是指价值,意为“提供有价值的高品质物品给顾客”。麦当劳的食品营养经过科学配比,营养丰富,价格合理。让顾客在清洁的环境中享受快捷的营养美食,这些因素合起来,就叫“物有所值”。现代社会逐渐形成高品质化的需要水准,而且消费者的喜好也趋于多样化,麦当劳强调“V”,意即要创造和附加新的价值。
麦当劳正是以这些经营理念为核心,创下了世界最大的连锁体系的记录。麦当劳也用这些准则来规范员工行为,即“小到洗手有程序,大到管理有手册”。
三、决策行动
(一)专业化思维强化麦当劳的品牌形象
优秀的品牌应该有优秀的专业形象。麦当劳的快餐并不一定是世界上最好的,但麦当劳的专业形象却让人们普遍认为它就是世界上最好的快餐店。
(1)麦当劳公司只将品牌与快餐建立联系
麦当劳品牌成功后,并没有向其他行业大规模渗透,在其他领域也没有特许使用麦当劳品牌,从而使麦当劳一直保持快餐业老大的形象地位,品牌价值也不断上扬。由此可见,一个品牌价值的大小并非取决于将其用于多少个行业和多少个品种,而是取决于它在某一行业或某一类产品中的市场地位和获利能力。
(2)麦当劳只是“组装”快餐
麦当劳兄弟的贡献在于创造了麦当劳餐厅,而克罗克的贡献在于创造了麦当劳品牌。
当年,从麦当劳兄弟手中买下了特许经营权的除了克罗克,还有一个荷兰人。不过荷兰人太“聪明”,他凡事亲力亲为,做汉堡自己做,用牛肉就开屠宰场、自己去养牛,结果,这个荷兰人没有壮大自己的快餐业,却成了200头牛的主任。而克罗克用自己专业化的思维不断强化麦当劳的品牌形象,在他多元化发展了一番之后,他意识到了麦当劳最有价值的不是麦当劳牛,也不是麦当劳土豆,更不是麦当劳奶酪和汉堡,而是将其组合而成的麦当劳快餐厅。
(二)一切为你——麦当劳的经营理念
麦当劳公司在全世界100多个国家(地区)以特许经营方式开设了2万多家连锁店,它已成为当今世界集饮食与零售为一体的“巨无霸”公司。它的成功不仅体现在商业运作和收益上,还体现了一种深层次的饮食文化。
(1)顾客永远是上帝
顾客永远是上帝,服务务必让顾客感到“完全满意”。
作为餐饮零售服务业的龙头老大,麦当劳将服务视为生命。每个进入麦当劳
的员工所需要做的第一件事就是接受培训,学习如何更好地为顾客服务,让顾客百分之百的满意。
(2)TLC理念
这是麦当劳公司对所有员工的要求,同时也是它对自己形象的具体要求。包括:
T:英文Tender的第一个字母,即细心、仔细。
麦当劳公司要求员工在服务时必须全身心投入,细心地为每一位顾客服务,不忽视任何一个细微环节。
L: 英文loving的第一个字母,即爱心。
麦当劳公司不仅注重赚取利润,同时还关注社会公益事业,为此经常出资赞助社会慈善事业,尽自己的一份社会责任。
C: 英文Care的第一个字母,即关心、关怀。
对待特殊顾客,如残疾顾客,更要周到服务,使他们像正常人那样可以享受到在麦当劳用餐的乐趣。
(三)立即动手,不要寻找借口
这是麦当劳公司对员工勤劳、快捷、准确、高效的工作要求。
(四)保持专业态度
麦当劳要求员工必须尽职尽责,服务好每一位顾客。此外,在麦当劳的经营中,还有一些十分重要的词汇,比如保持新鲜、优质、足量、公平、快速、准确、迅速、热情、充满生机、清洁、整齐、卫生、快乐之家、家庭餐厅等等。这些词汇既包含了公司所期望提供给顾客的心理感受,使其能够深入员工心中,称为全体顾客对麦当劳公司形象的认同。
四、决策评价
哈佛商学院助理教授米拉·哈特认为:品牌产品为消费者提供了高质量和可靠性的保证,并对其购买抉择大有帮助。那些以吸引顾客为最高目标的企业,为
了在激烈的竞争环境中赢得顾客的忠诚和信任,必须备有充足的品牌产品来满足顾客的需求,获取顾客的认可,提升品牌忠诚度。
品牌忠诚是一种战略资产,对企业的生存发展具有长期潜在的利益,开发品牌忠诚的价值潜力是企业管理的一项战略任务,因此,其意义在于:
(一)有利于降低营销成本
保持现有消费者比获得新消费者所付出的代价要小得多,拥有一大批对品牌忠诚的消费者企业,就可大大降低营销成本。为此,企业要尽最大努力留住老顾客。使营销成本降低,因而可以获得更多的利润,为提高品牌忠诚度创造条件。
(二)有利于发挥贸易杠杠作用
品牌忠诚会影响商店的选择决策,商店会把消费者喜爱的、忠诚度高的品牌优先安排在最佳的货架空间上,以方便消费者对该品牌的购买。商店的贸易杠杠作用也充分显示了品牌忠诚的巨大无形资产价值。
(三)有利于吸引新的消费者
品牌忠诚强调留住老顾客,但并不排斥吸引新顾客。在优先考虑保持和稳住对品牌忠诚的老顾客的同时,也应该吸引新的消费者,扩大消费者范围。一方面通过广告和其他形式对新的未来的消费者提供信息和实施影响,使之产生品牌认识;另一方面可利用现有老顾客向新顾客宣传品牌,推销产品,扩大产品的知名度。
(四)有利于缓解竞争对手的威胁
品牌忠诚给企业提供了缓解竞争对手威胁的时间,增加了研究相应对策的机会。当竞争对手开发出更好更新的产品之后,品牌忠诚的消费者往往会期待他所忠诚的品牌也会开发出更好更新的产品,从而给该品牌所属企业提供必需的时间用于改进产品以至胜过竞争产品。品牌忠诚的这种巨大战略价值必须重视,必须在尽可能短的时间内超过竞争对手,因为品牌忠诚消费者的期待终究是有限度的。
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