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阿四 asked in 社會及文化語言 · 1 decade ago

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

A.品牌的定義

品牌(Brand),是所有企業竭盡心力所期望建立的利基,在探討麥當勞所擁有的品牌資産,他又是如何建立、維護、並增加品牌資産之前,必須先界定品名、商品及品牌之間的差異。「品牌」建基於商品(或服務),但並非任何商品(或服務)都可以被稱之爲「品牌」, 是一種透過認知、經驗、信任及感覺過程與消費者建立的關係,品牌與顧客的關係是獨特且無法取代的。尤其當市場競爭愈趨激烈,行銷人員愈來愈相信利潤與品牌的價值成正比,唯有鞏固「品牌忠誠者」才能掌握成功之鑰。

B. 麥當勞如何鞏固品牌忠誠度

麥當勞在臺灣十七年來所建立的品牌資産,完全遵循全球一致化的麥當勞血統,也可以說是品牌的基因,無論在世界各地,儘管文化不同社經環境有所差異,但仍會發覺全球麥當勞所傳承的共通性。

麥當勞的品牌資産,能夠一致性的貫徹,落實在與顧客間的互動關係,主要來自這個全球品牌,對顧客的真心承諾。以承諾爲基礎的品牌金字塔爲了落實對顧客的承諾,麥當勞建立了「品牌金字塔」,所謂的「品牌金字塔」指的是,麥當勞員工同心協力創造一個獨特的用餐環境,讓顧客在每次的接觸,都能以微笑的用餐經驗,並藉由用餐體驗能感受麥當勞歡愉的品牌個性,這是「品牌金字塔」與顧客互動的主要精神。

02.良好訂價策略

麥當勞産品的價格制訂也是一門學問,若要增加消費次數,就要讓消費者有「我一定要現在去買」的立即性消費行為。消費者有沒有馬上採取行動正是促銷的關鍵所在,以麥香堡(Big Mac)爲例,已經成爲全世界經濟學家做平均收入的指標,麥當勞利用價格調查法來做爲産品售價的標準,不要小看69與70元或99 與100之間的差異,這些都是麥當勞經過調查所得到的結果。價格不是唯一,必須配

合使用的良好經驗,才能創造「物超所值」的品牌特質。

03. 陳列、空間設計

麥當勞的餐廳就是一個媒體,每天以三至四十萬人次進出,針對主要訊息的清晰度,可藉由在店內的陳列和品牌忠誠者溝通,其麥當勞顯著的標誌(golden arches)及明亮的玻璃落地窗已經成為明顯的地標,可作為人們約定碰面的場所,或者是駕駛者常用來指示方向的路標,活絡了都市的動線。在臺灣成為年輕學子課後讀書或與朋友聚會聊天的場所,又或者是上班族(其中以業務員為主)與客戶洽

談公務的地點,對於許多單身女性而言,與陌生人相約見面,麥當勞不但知名度高、容易找,更是個空間開放明亮的公共場合,避免不必要的誤解或危險,因而成為很受歡迎的社交聯絡地點。此現象反映了麥當勞在臺灣成功營造出年輕與安全的形象。

04.額外服務

B.「無線網路服務」,目的是為了讓入店消費的客人,待在店內久一點。有很多人因為這樣的彈性服務,而在店內待上好幾個小時,甚至半天。研究報告發現,滯留店內的時間愈久,客人的消費額愈高。因此,商店無不使出渾身解數地「留住」客人。

D.「可辦慶生會」,替小朋友慶祝生日。

E.「遊樂設施」,讓小朋友在麥當勞裡也能玩樂。

2 Answers

Rating
  • Franky
    Lv 5
    1 decade ago
    Favorite Answer

    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.

    2008-05-07 16:46:47 補充:

    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.

    2008-05-07 16:47:03 補充:

    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,

    2008-05-07 16:47:11 補充:

    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.

    2008-05-07 16:47:36 補充:

    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

    2008-05-07 16:47:49 補充:

    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.

    2008-05-07 16:47:59 補充:

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

    2008-05-07 16:48:39 補充:

    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.

    2008-05-07 16:48:49 補充:

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

    2008-05-07 16:49:07 補充:

    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

    2008-05-07 16:49:19 補充:

    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.

    2008-05-07 16:50:11 補充:

    D. "can do B'day", for the children celebrate birthdays.

    E. "recreational facilities," so that the children at McDonald's, can also play.

    • Commenter avatarLogin to reply the answers
  • 1 decade ago

    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.

    2008-05-07 08:00:18 補充:

    仲有1半唔夠位放= =覺得我唔錯既mail我

    Source(s): BY programm...唔係岩哂.但做個參考..我就係識咁多= =, 仲有1半
    • Commenter avatarLogin to reply the answers
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