麻煩中譯英..急!! thx!.麥當勞行銷策略之分析(20分) part 1

A. The definition of brand
Brand (Brand), is the best efforts of all enterprises expect to establish a niche in the study owned by the McDonald;s brand equity, he also is how to build, maintain and increase brand equity, must first define Name of goods between the brand and The difference. ;Brand; based on the commodity (or service), but not any goods (or services) can be called ;brand; is a through knowledge, experience, trust and feel with the process of establishing the relationship between consumers, brands and The customer relationship is unique and irreplaceable. Especially when the market keen competition among marketers believe that more and more profits and brand is directly proportional to the value, the only way to consolidate the "brand loyalty" to grasp the key to success.
B. McDonald;s brand loyalty to consolidate
McDonald;s in Taiwan 17 years to create brand equity, fully comply with global consensus of the McDonald;s descent, also can be said to be the brand gene, both in the rest of the world, despite the different socio-economic environment and cultural differences, but the world will find that McDonald;s By the memory of commonality.
McDonald;s brand equity, consistency can be implemented, with the implementation of the interactive relationship between customers, mainly from the global brand, the sincere commitment to customers. Based on commitment to the brand pyramid in order to implement the commitments to customers, McDonald;s established a;brand pyramid;, the so-called ;brand pyramid," referring to the McDonald;s employees work together to create a unique dining environment for customers in each Contacts, with a smile can be the dining experience, and by dining experience can feel the joy of McDonald;s brand personality, this is "brand pyramid" and the spirit of customer interaction.

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02. Good pricing strategy
McDonald's product pricing is also a scholarship, to increase the frequency of consumption, it is necessary to let consumers have the "I must now buy" the immediate and consumer behavior.

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Consumers have no immediate action is the key to promotion to Fort Mai Xiang (Big Mac) as an example, economists do has become the world's average income indicators, McDonald's use price survey done for the price of products The standard,

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do not look down on 69 and 70 yuan or 99 and 100 the differences between, these are the McDonald's after investigation by the results. Price is not the only, to be allocated
Use a good experience, to create a "value for money" brand characteristics.

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03. Display space design
McDonald's restaurant is a media day to and from 3 to 400,000 people, mainly for the clarity of the message can be displayed by the in-store and brand loyalty, communication, McDonald's

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marked its logo (golden arches) and bright La Dichuang the glass has become obvious landmark, can be used as a venue to meet people agreed, or are used to driving instructions direction signs, quoted the city's line.

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Young students in Taiwan as after-school reading or chatting with friends gathering places, or office workers (which mainly to sales) and customer contact

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On the official site, for many single women, to meet with strangers outside McDonald's not only well-known and easy to find, is a bright open space of public places, avoid unnecessary misunderstanding or dangerous, has become very popular social contact location.

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This phenomenon reflects the success of McDonald's in Taiwan to create the image of the young and security.

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04. Additional services
B. "wireless Internet service," which is aimed to enable the consumer accesible guests stay in the shop longer. A lot of people because of this flexibility, and the question

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in the shop a few hours, or even half a day. Study found that the shop stranded in the longer the time, the guests of the higher spending. Therefore, the shops are all using every skills to "keep" the guests.

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D. "can do B'day", for the children celebrate birthdays.
E. "recreational facilities," so that the children at McDonald's, can also play.

A. The brand definition brand (Brand), is all enterprises does utmost
to expect the establishment the favorable base, in discusses the brand
capital which MaC$donald has □, he also is how establishes, the
maintenance, and the increase brand capital before, must first
limit between the commodity name, the commodity and the brand
difference. "The brand" constructs based on the commodity (or
service), but by no means any commodity (or service) all may call
"the brand", is the relations which one kind of penetration
cognition, the experience, the trust and the feeling process and the
consumer establishes, the brand and customer's relations is unique
also is unable to substitute. Especially when the market competition
hastens intensely, sells the personnel increasingly to believe the
profit and the brand value has the direct ratio, only has consolidated
"the brand loyalty" to be able to grasp the successful key.


02. The good set price strategy MaC$donald price making also is a
knowledge, if the increase expense number of times, must let the
consumer have "me certainly to want the present buys" immediately the
expense behavior. Does the consumer have takes the action is precisely
immediately the promotion key is at, by Mai Hsiangpao (Big Mac) the
example, already became the world economist to make the average
income the target, MaC$donald makes the selling price standard
using the price investigation law, did not have to despise 69 and 70
Yuan or 99 and 100 between difference, these all were MaC$donald the
result which obtained after the investigation bureau. The price is not
only, must coordinate the use the good experience, can create "the
thing ultra valve" brand special characteristic.

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