Analysis of McDonald’s Marketing Strategy in China

Abstract

The development of McDonald's in the Chinese market is getting better and better, which is inseparable from McDonald's marketing strategy in the Chinese market. The purpose of this article is to explore the factors of how McDonald's has achieved its current achievements in decades. The author will further explore McDonald's marketing strategies and the unique strategies of other fast food brands and provide some suggestions for McDonald's future marketing strategies. This article uses the literature survey method to study the process change of McDonald's from entering the Chinese market to successful promotion. Through the collection of literature, this article finds that McDonald's has a unique marketing strategy in China. McDonald's combines marketing with Chinese consumers, Chinese characteristic culture, Chinese geography and China's consumption level to better enter the Chinese market.