The Cultural Communication Strategies of Western Fast-Food Brand McDonald in China

Abstract

Innovation in the products of fast-food companies is of paramount importance. With fierce competition under the epidemic, the American multinational fast-food company McDonald's must attract the attention and satisfaction of a wide range of customers through consumer stimulation. Since high substitution products make the industry highly competitive, high frequency differentiation strategy is needed to meet the freshness of consumers. McDonald's, one of the world's most well-known fast-food brands, has also made enormous changes in the process of entering China. Because local culture and in-depth communication are the embodiment of brand value and the integration of localization, this paper analyzes McDonald's cultural strategies in four areas: product, marketing, people management and production, and provides some suggestions for sustainable development. Cultural exchange is used and respected in all these important aspects, which is a big reason for shaping the uniqueness of different regional brands. Overall, McDonald's has done a successful job in product development and localization in China, which is an exemplary case among fast food brands and can bring many suggestions and implications to other familiar brands.