麦当劳顾客满意服务战略及其启示.docxVIP

题目 ：麦当劳顾客满意服务战略及其启示麦 当 劳 顾 客 满 意 服 务 战 略 及 其 启 示摘要 近 20 年来，随着科学技术的迅速发展，消费需求变化速度加快，产销矛盾和市场竞争 加剧，顾客地位不断提高，以顾客为中心的市场营销观念开始形成。“顾客就是上帝”几乎成 了商界颠扑不破的真理。顾客满意服务战略也越来越多的被企业所关注，但很多企业基本还 停留在理念上，并未充分的应用于实践。随着我国加入 WTO，服务水平高低对企业经营活动和经济效益影响越来越大。而顾客满 意服务战略对于快餐业的发展更是具有重要的意义。麦当劳自上个世纪 90 年代进入中国以 来，极大地推动了中国快餐业的发展，同时，也给中式快餐造成了一定的竞争威胁。当然， 麦当劳带来的不仅是快餐和威胁，还有宝贵的管理经验。因此，研究麦当劳和它的服务策略， 对于中式快餐的发展具有重要意义。本文通过对顾客满意服务策略的阐述以及对于快餐业巨 头麦当劳的顾客满意服务战略的分析，从而得出对于我国中式快餐业发展有益的启示。关键词顾客满意服务营销战略麦当劳 快餐业The CS Strategy of McDonalds and Its RevelationAbstract： Over the last 20 years, with the rapid development of science and technology, the demand of consumers changes a lot; the conflict of production and marketing becomes fierce as well as the market competition; the status of consumer has got improved increasingly, and the theory of marketing which focuses on consumer appears. The customer is God has almost become the truth in commerce. The service strategy of customer satisfaction is paid more attention by enterprises, but it remains to be the theory basically and needs to be fully used in the practice.As China entered WTO, the quality of service plays a more and more important role in enterprises operation and the impact of the economic profits. And the customer satisfaction strategy is vital to the development of the fast-food industry. Since the entry into China in the 1990s, McDonalds has greatly promoted the development of Chinas fast-food industry. At the same time, it has brought lots of threat to the local fast-food in China. Ifs certain that, not only did the McDonalds bring us fast-food and threat, but also precious experience in management. Therefore, the study on McDonalds and its service strategies is significant to the development of China’s local fast-food. This research combines the customer satisfaction strategy theory with the analyses on the customer satisfaction strategy of McDonald’s, and then draws the conclusions which are useful for the development of China’s local fast-food.Key words: C