The McDonald's fast food chain, which was born in 1955, has developed into a multinational company with 30,000 branches around the world. McDonald's is the world's No. 1 brand in the catering industry. At the beginning of the year, McDonald's ranked second among the top 100 most influential brands in the world in 2003 launched by the World Brand Laboratory, an internationally renowned brand research institution. McDonald's success is due to its founders creating a business model that adapts to the requirements of the times, and by formulating unified and standardized standards, it can be copied and expanded rapidly. In the 1960s and 1970s, when the United States entered a stage of rapid economic development, people's pace of life and work accelerated, and the time for eating became shorter and shorter. Especially after individuals owned a large number of cars, the need for quick meals on the way emerged, and in some places McDonald's fast food restaurants set up at airports and highway intersections meet people's needs. McDonald's has achieved great success along with the rise of the American economy. It has implicitly acquired a certain political and cultural significance. People regard it as representing the national image of the United States. At the same time, being able to dine at McDonald's is regarded as one of the lifestyle characteristics of the middle class. . In the early development process, McDonald's gradually formed a CI system with strong American CI theory characteristics, with red and yellow as the basic color and M as the brand logo. McDonald's brand connotation includes its product quality, product market positioning, brand culture, product standardized production and quality assurance mechanism, brand image promotion, franchise market expansion model, etc. With its unique and successful business model, McDonald's has become the number one restaurant in the world. It has attracted strong attention from the world and has become a hot topic among people. This has allowed the brand to spread rapidly. Many people have read about McDonald's in books and books before seeing it. We are familiar with McDonald's in movies, so when McDonald's enters a new market, it doesn't need to advertise, and it usually gets a lot of customers. For example, in China, when McDonald's launched in Beijing and Shanghai, more than 10,000 customers visited a single store on that day. In contrast, KFC is not so lucky. In terms of brand influence, it has always been in the shadow of McDonald's halo, which highlights the different experiences between the boss and the second child. With the end of the industrial era and changes in people's cultural psychology, McDonald's business image has attracted a lot of criticism. In order to attract customers, McDonald's took children as its main target group and established a funny and humorous image of Ronald McDonald. It was this wrong positioning that caused McDonald's performance to plummet continuously starting in 1998, with its stock shrinking by 70% in a few years. Starting from the second half of 2003, McDonald's has begun to regard teenagers as its main target group. As a world-class brand giant, McDonald's invests heavily in brand communication. However, there are a lot of failures due to improper operations. The fundamental reason is that the company itself ignores consumer psychological research and instills information that it thinks is valuable. to consumers, regardless of their psychological reactions. To paraphrase a classic quote from an American entrepreneur, "I know half of my advertising dollars are wasted, but unfortunately I never know which half." McDonald's advertising dollars are half or more wasted on complacency. Self-appreciation. Unify the global promotion strategy and ignore regional and national differences. As a multinational company with widespread influence in the world, McDonald's takes it for granted that it adopts an undifferentiated brand promotion strategy. This can certainly gain the advantage of scale, but due to the differences in cultural, psychological and aesthetic customs of various countries, McDonald's often The result is unsatisfactory. For example, McDonald's commercials contain a lot of funny scenes, which may be in line with the appreciation habits of some American audiences, but may not be suitable for rational and pragmatic Eastern consumers; McDonald's has hired some big-name sports stars as brand spokespersons, and these stars themselves and their The movement may be followed by many people in the United States, but it may not make waves in other countries; McDonald's fast food restaurants may only be mid- to low-end restaurants in developed countries in Europe and the United States, and their customers are blue-collar and other low- and middle-income consumers, while in developing countries It is a mid-to-high-end restaurant, and most of the visitors are white-collar workers with higher incomes and higher education. Obviously, their values ??and aesthetic habits are not the same. Different people have different tastes. McDonald's food is mainly beef, while Asians are more interested in chicken. Even at McDonald's, chicken sales are seven times that of beef. This is an embarrassing fact that operators are unwilling to face. Intentionally or unintentionally, McDonald's exaggerated local American cultural concepts and values ????in the process of brand promotion, which aroused people's disgust in some countries with strong national consciousness.

The stubborn global unification strategy is the fundamental reason why it has encountered resistance in some countries and restricted its expansion around the world. The brand positioning is inaccurate and the promotion focuses on one thing but not the other