發問時間: 社會與文化語言 · 6 年前

行銷英文翻譯!!求幫忙-7

This study found that McDonald’s has adopted different approach of its 4P marketing mix in their China and India outlets. The approaches are very greatly depending on their localization strategy and globalization strategy. In general, McDonald’s menu tends to be standard in all its products and services, for example burger or sandwich, fries, and a drink (Coca-Cola) for its main course. But when it comes to specific countries where religious laws and customs are quite sensitive such as China and India, it requires localization approach.

McDonald’s 4P’s marketing mix strategy implementation is closely related to its customers’ preference fulfillment. In China and India, McDonald’s is also successful in identifying and making proper changes to suit with the local customer needs and requirement. In terms of products, McDonald’s China uses beef, pork, fish, and chicken for burger with less spicy but in India, it has to avoid using beef and pork in its burger products. Only in India, McDonald’s serves vegetable McNuggets and a muttonbased Maharaja Mac. Such differences are taken in the country to appreciate Hindus who do not eat beef or Muslims who do not eat pork. In terms of pricing strategy, McDonald China does not apply market segmentation as compared to McDonald’s India. For place element, McDonald’s China prefers location at busy commercial areas with well-developed premises, whereas in India the outlets are spread throughout the cities. In India, McDonald’s still prefer traditional and printed media for promotion whereas in China the promotion uses network, social media, and the internet as its preference. The targeted customers for promotion are also different between China and India. McDonald’s India is targeting children in their advertisement whereas teenager and youth become the main targeted customers for McDonald’s China.

2 個解答

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  • 6 年前
    最佳解答

    行銷論文英翻中

    本研究發現到麥當勞在中國和印度的通路中採取不同的4P營銷組合方法,這些方法高度取決於本土化和國際化策略。一般而言,麥當勞的菜單都有標準化的產品和服務,例如其主餐中的漢堡、三明治、炸雞和飲料(可口可樂)。但考慮到如中國和印度特別敏感的特定法規和風土民情時,需有本土化的方法。

    McDonald’s 4P’s marketing mix strategy implementation is closely related to its customers’ preference fulfillment. In China and India, McDonald’s is also successful in identifying and making proper changes to suit with the local customer needs and requirement. In terms of products, McDonald’s China uses beef, pork, fish, and chicken for burger with less spicy but in India, it has to avoid using beef and pork in its burger products. Only in India, McDonald’s serves vegetable McNuggets and a muttonbased Maharaja Mac. Such differences are taken in the country to appreciate Hindus who do not eat beef or Muslims who do not eat pork. In terms of pricing strategy, McDonald China does not apply market segmentation as compared to McDonald’s India. For place element, McDonald’s China prefers location at busy commercial areas with well-developed premises, whereas in India the outlets are spread throughout the cities. In India, McDonald’s still prefer traditional and printed media for promotion whereas in China the promotion uses network, social media, and the internet as its preference. The targeted customers for promotion are also different between China and India. McDonald’s India is targeting children in their advertisement whereas teenager and youth become the main targeted customers for McDonald’s China.

    麥當勞的4P營銷組合策略執行上與客戶偏好的滿足上密切相關,在中國和印度,麥當勞也成功界定並找出適當的改變,以滿足客戶需求。就產品而言,中國的麥當勞使用少辣的牛乳、豬肉、魚肉製作漢堡產品,但在印度,漢堡則避免使用牛乳和豬肉。麥當勞只在印度提供麥克雞塊和麥克漢堡,這樣的差異性是瞭解到印度人不吃牛乳,回教徒不吃豬肉。就定價策略而言,中國的麥當勞相較於印度的麥當勞未採取市場區隔的策略。就地點的要素而言,中國的麥當勞偏好開發良好的繁忙商業區,但在印度通路遍佈整個都市。在印度的麥當勞仍然偏好傳統的印刷品行銷,但在中國則採用網路和社交媒體行銷,促銷上的目標客戶在印度和中國各有不同。印度的麥當勞其廣告目標爲兒童,中國的麥當勞則是青少年和年輕人。

  • 6 年前

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