Author(s)

Xiaoru Du, Huilan Wei and Mengmeng Wang

Corresponding Author

Xiaoru Du

ABSTRACT

McDonald’s, as a quick service restaurant, it is the market leader in American fast food industry. Moreover, as a western fast food brand, it is also extremely successful in Chinese market. This report entered market to analyze its performance through the perception of brand in home market, and finds out that the Chinese consumer has a completely different perception from American consumers. Moreover, it will explore global marketing strategy of McDonald’s, and find that McDonald’s adapting standardization market strategy can improve their brand identity.

KEYWORDS

Mcdonald’S Performance, Brand Design, Chinese Market