CASE STUDYThe main experience the success of the McDonald's restaurants(1)- QSCV marketing idea;(2) a strong new product development work, to innovate, to maximize meetthe new requirements of the customers, enhance competitiveness;(3) increase advertising costs greatly, there is no doubt that McDonald'shuge advertising expenses is it continue to the effective measures to maintain the leading position in the food industry;(4) standardized management;(5) - the franchise and chain operation management mode, namely thecompany sale branch franchise of 20 years, strictly for S, Q, C standardization, high dispersion of branch can be independent management mode.Q (Quality) represent the Quality of the product.Bread is not round and uneven without incision;Milk plasma receiving temperature below 4 ℃, high once return;A piece of burgers to pass more than 40 quality control inspection.S (Service) on behalf of the Service, including shop building fast is comfortable, the operating time of convenience, Service attitude of sales staff, etc.Smile is a feature of McDonald's, all training member show smiling face, lively, bright and customer talk, work, make customers feel satisfied.C (Cleanliness) on behalf of the clean.McDonald's employees in the specification, there is a provision which is "rather than against the wall to rest, got up and clean", ten thousand thousands of stores around the world all employees must comply with this provision.Employees before mount guard operation must be strictly with hand sanitizer disinfection sterilization, hands knead for at least 20 seconds and then rinse.V (Value) represent the Value.McDonald's food nutrition through scientific ratio, nutrition is rich, the price is reasonable.Let the customer enjoy fast food nutrition in the clean environment, this is called "value".McDonald's is the most successful fast food chain in the world today, in 72 countries at present set up more than 14000, 28 million customers a day, and with an average of 7.3 hours each new open a restaurant with the speed of development.And customers walk into any place, any a McDonald's restaurant, you will find that the building exterior, interior, food here to specifications and the attendant manners, clothing apparel, and many other aspects are strikingly similar, can give customers the enjoyment of the same standard.The corresponding countermeasures(1)McDonald's ordinary staff wages are lower, turnover rate of nearly 50%,this has to do with the pace of the McDonald's global expansion has an inevitable relationship too fast, employees, and a lot of money for business expansion, employee welfare treatment can reduce obviously, based on this, McDonald's should be appropriately raise welfare treatment of ordinary staff, at the same time, strengthen the construction of enterprise culture, strengthen the company's humanistic care to employees.(2)for a single McDonald's direction, the problem of risk, the nextMcDonald's should be keep in the fast-food industry established on the basis of the first to peripheral industry into the fast food industry, gradually transition, cross-industry investment again, can be in the hotel, real estate, toys and other industries, spread risk, will be built into a McDonald's fast food as the core of integrated companies.(3) as the McDonald's store, the more the expansion soon, other competitors pace of expansion is not slow, and fast food market capacity is limited, this leads to the increasing competition, and even some countries and regions have hots up, in the face of such situation, McDonald's should be good to strengthen their own competitive advantage and market position on the basis of steady, planned expansion, at the same time, constant product innovation and marketing innovation to attract customers, enhance market competitiveness.In addition to intensify advertising delivery, strengthen the company's internal management system innovation.(4) has repeatedly by Revelations of McDonald's food is not healthy, obviously now McDonald's more or less in the trust crisis, for this kind of situation, on the one hand, McDonald's should strengthen the supervision of food safety and quality, forming a set of complete quality supervision system, from the source to eliminate harmful food, on the other hand, McDonald's should roll out has a high nutritional value of food, the amount of fat, salt less of certain foods. CUSTOMERIs not only in China, McDonald's (project) in the United States has lost more and more customers, especially the young people.Disaster will never walk alone.Fu xi (project) events of July to the performance of McDonald's China has brought the huge impact, McDonald's now faces a much more profound problem - the United States are fewer and fewer young people to visit McDonald's.Technomic food industry research institutions,according to new data since early 2011, the number of monthly dinner at McDonald's, 19 to 21 consumers fell by 12.9%.As the world's largest restaurant chain institutions, the core of McDonald's customers has always been in their 20 s and 30 s of the consumers.Young customers reduce performance influence has brought obvious to McDonald's.In July, McDonald's global same-store sales 2.5% decline, this is the biggest drop since 2003.In the United States, the opening time to meet and exceed 13 months of McDonald's store's sales have been falling since the beginning of the year.For McDonald's, it is a bigger problem than fu xi events.Young customers reduce, not because they no longer like fast food.Is also a Technomic data, in the same period, consumers are turning to other leisure food, monthly visits to customers, 19 to 21, consumers have increased by 2.3%, 22 to consumers, 37, increased by 5.2%.Then why do more and more young people no longer like McDonald's?innovationThe core of McDonald's products has always been a burger, such as the big MAC and fries, accounted for 40% of total sales.But in recent years, the company's product innovation to a wrong direction: launched a wide variety of new products, but there are few successful innovative products.This is typical of big corporate innovation, and is invalid.So it is easy to understand why young people tired of McDonald's.trendAs a young man of the brand,McDonald's has lead, but not now.See now young people fascinated by those things: mobile phones, social networking, online shopping, games, McDonald's more often is a lively.Want to think you go to a McDonald's can do?Slowly, need to register, limited wi-fi, and more and more long waiting time.marketingSame as a consumer brand, win business network McDonald's (project) is not a good use of mobile phones and mobile Internet brings opportunity.McDonald's can do is to provide order of App, but for greater understanding and connection of consumers inadequate investment opportunity.Even in traditional marketing, McDonald's also behave isn't good enough, it is hard to imagine the "Chinese good voice" and "where dad" the mainstream program can't see the McDonald's in the main sponsor of this brand.Prior to the events in the fu xi (project), McDonald's China still enjoy high-growth benefits brought by the market.McDonald's set up shop in China last year, 275, its global McDonald's at the same time open a shop the record for the fastest growing, McDonald's China store plans for 300 this year.For any enjoy market benefits of company, ignore the change of the market will be the largest cost in the future.Both the Chinese market, and the global market, and now is a period of market environment changes.Even McDonald's stability better fast food company, also need to make a great adjustment to adapt to market changes.In thepast few years, McDonald's has made a bold attempt on the product.Since 2006, successively introduced the snack wrap, McAfee, fresh fruit smoothie and iced coffee and other st year, McDonald's attempts to reached a climax, launched a series of new products.Only in China, McDonald's has 17 kinds of Hamburg, 15 kinds of drinks.Too many products to McDonald's has brought many problems, including supply chain become more complex, customer waiting time is longer, but the most important thing is to make McDonald's lost focus.McDonald's chief operating officer Fang Zhenyu said publicly in January this year, the company "frequency of too much, to launch new products quickly, so many new products bring more complexity, lead to the development of our (in 2013)."To know in the 1940 s, McDonald's on the menu is only 9 kinds of food, including hamburgers, cheeseburgers, soft drinks, milk, coffee, chips and pie.For any company, product innovation does not mean that the number of accumulation, also is not just to join the localization of the element.A good product is to let the user feel excited and impulsive, food should do this.But for McDonald's, the need to change is not just a product.Deeper problems facing the company is how to reshape their brand, let yourself to become a friendly and attractive destination for the young.This social change too fast, and the young man happens to be the most sensitive that a group of people.If youcan't understand their customers and make a change, then a strong brand will be collapsed.Business is like that.不仅是在中国，麦当劳（专题阅读）在美国本土也流失了越来越多的顾客，尤其是年轻人。