Organization;
The definition of culture is rich and colorful. It includes literature, art, music, history, or religious beliefs, traditions and customs. And food culture, which is a part of the customs, can reflect a country's culture in a certain sense. We discovered that among the major food retailers on earth, McDonald's culture reflects the essence of American culture. Bing a miniature of American culture, McDonald's carries with it 3 features, namely, aggressiveness, integration and equality, that are also prominent in the American culture. Tracing back to American history, brave Americans in the creation of innovative and pioneering spirit is embodied in the movement. In addition, the first Americans behind Europe, and they also desire to promote their material wealth to conquer new lands. This is caused by two aggressive American nations. As a large country of immigrants, American culture is a multi-ethnic integration. US history independence revolution in the folks for freedom, equality has played an important role. The idea of equality increasingly popular. McDonald's culture is reflected in the concept of equality provided in the garden of the world give a constant service. McDonald's in China's development also reflects the fact that more than three features. He opened 3, 200 outlets in China and learns Chinese traditional culture and realizing the localization business.
Definition of McDonald's Culture.
What is culture? You will discover three explanations of culture:
- The integrated pattern of human knowledge, belief, and behavior that depends upon man's capacity for learning and transmitting knowledge to succeeding generations;
- The customary beliefs, social forms, and material traits of the racial, religious, or social group;
- The set of shared attitudes, values, goals, and practices that characterizes a firm or corporation.
(Kroeber, A. L. and C. Kluckhohn, 1952. )
Mc Donald's culture is a set of shared attitudes, values goals that characterizes the company. So far as we realize, Mc Donald's supplies both junk food and service. When we refer to Mc Donald's culture, we ought to not pay just attention to the meals, but also the wonderful serves. For this reason Mc Donald's make great success both in the us and in the foreign counties. We regard Mc Donald's as a symbol of American culture. For Mc Donald's three features also reflect the American culture.
McDonald's development in China
Mc Donald became popular soon after its first store was opened in Beijing's WangFuJing Street. Now, the fast store was all gone because of dismantling, but Mc Donald's branches has spread all over the whole city, without saying the streets within the three wreaths, but also every county of suburban area hung with the dazzling red placard embedded with a huge yellow word M that may be see far from a means.
To a huge country with a population of just one 1. 200. 000. 000, the ancient saying that "hunger breeds discontentment" will be a basic consideration for the national leader and common people. Being added with the original food culture like "the food will not be disgusted with the best", the diet concerning issue still plays an important part in the Chinese people's life. The Pekingneses, who are actually not troubled with the essential need, has the ability and also wanting to change their traditional diet habit. For people who don't want to spend too much money but can taste something special, specifically for the salary-person with only 1 child, the western fast food that is totally different from everyday Chinese food in the eating way and consuming things, naturally has great temptation since it is fast, clean, cheap.
Because we china shut ourselves up too much time. We are looking forward to the exterior world. The stories in the Movies and TV also show us the westerner's and westernilized Hongkong people's wealth: luxurious villa, private car, delicious food and wine. These formed a graphic in Chinese people's mind that girl is a perfect paradise' world which must be the destination of Chinese. But not everyone may offer money, time and energy to go abroad as a result of big cost, complicated procedure. So Taking food in the western junk food canteens became a great choice to see the western style.
Maybe it is to be able to focus on the modern Chinese's favor for western, The Mc Donald's store in Peking are all arranged in the western style. Through the decoration of the front store to the employee's cloth, there is nothing connected with area and nationality. The form unifies completely with this content. The Mc Donald that establishes in the bottom flood of Xi Dang Huawei building is one of the very most representative shop in this style. The whole restaurant was arranged as an ocean warship: The fan light glass window present as oval, as the porthole included; the seats inside all Parted with the cordage; the employees are all in seaman's cloth.
Mcdonald's development in China reflects its some features
Why is Mc Donald so popular with the individuals in China? It also embodies the three characteristics of McDonald's culture, which vividly reflected in McDonald's advertising in China.
- The advertisement about social status.
These sorts of advertisements promote a way of the white collar.
They promise that people can like a modern decency life there and we feel more relaxed and happier than the individuals who don't go directly to the McDonald.
(Advertisement 1)
On a noisy crowded street, a man is bundling the newspaper and an employee is pushing a handcart, which is filled up with the bottles of mineral water. Furthermore, some passer-bys passes humidly. But currently, we can clear hear a lady is reciting poetry in McDonald's shop. She looks simple but elegant. In the dear window an enormous "M" could be seen there. Suddenly, she stops smiling while she actually is facing with the delightful food and a subtitle "wonderful morning commences with McDonald draws on the screen. There comes the song of McDonald's--"happy get-together atlanta divorce attorneys moment. "
At the center of the 80s, The Chinese advocate collectivism and regard the individualism as immoral. We have the same way of life: Everyone dress the same simple clothing and revel in the same music and improve the same goal of prosperity of our own nation. But from them on, when Den Xiao Ping put the development of economy as the first mission forward, the idea of seeking individual wealth is becoming acceptable and is undoubtedly the criterion of individual achievements. The successful people are able to show off their status by seeking the different life-style. McDonald's catches this information and make the successful People' wishes come true.
- The advertisements about the traditional customs and values.
This band of advertisements implies that the McDonald's follows the Chinese traditional customs and values, Such as for example celebrating the Spring Festival, Making wishes for the New Year, loving calligraphy and art and respecting the old. They are Chinese valuable value.
(Advertisement 2)
A band of children are drawing on the kite in a big courtyard. After finishing the drawing, they are really holding the skits accessible and running to the streets. They are really running plus a line of houses and reach the lawn along the lake. Their red beautiful skits are flying gracefully in the sky. The continuous sounds of firecracker imply the coming of the New Year.
The end of this advertisement: An enormous door is closed and writes "good weather for crops".
(Advertisement 3)
A grandfather and his grandson are sitting over a sofa. All of them keeps a box of McDonald's chicken at their hands.
Seeing his grandfather was asleep, he draws the window curtain down to keep the sunshine away. And take his grandfather's glasses away. After that, he takes the box of McDonald's chicken from his grandfather's hand into his own box. And he starts to consume happily. At that moment, His grandfather embraces his grandson with smile.
These advertisements indicate that McDonald is now the initiator and supporter of Chinese traditional cultures and values. For Spring Festival is the optimum time of the complete year for individuals to provide their wishes to one another. The flying skits welcome the coming of new spring.
The Chinese cherishes the calligraphy, a brief history of 2000 years. A variety of traditional cultures are intertwined together. It reveals the well understanding and respecting for Chinese people.
It assumes a warm and emotional pedicure for all of us in advertisement 4. It really is popular that respecting the old is the original virtue in our country. Nowadays. Such virtue still remains stable and important in spite of the structure of family is changing, from big to small. This advertisement implied the inheritance of this virtue through the grandson show loving care for his grandfather. Furthermore, it also tell us that the common interest (like McDonald's food) help to decrease the generation gap and bring the happiness for the family.
All these examples declare McDonald's indigenization and fortify the Chinese traditional virtues as well as the latest culture, which is forming under this policy of Chinese economical development.
- What do we study from McDonald's culture?
McDonald's entrepreneurship in the global food industry and the most characteristic charm, its "Q+S+C" cultural, Quality Service Cleanness (quality artistic work of high order, and thoughtful service, and a clean environment) is McDonald's has always followed Corker business entrepreneurship. With modern socio-economic development and increase the quality of consumer culture, he discovered that only three is not enough, then "V" that Value as an important supplementary content, to construct an entire McDonald's entrepreneurship "Q+S+C" spirit.
Purchased from the first hamburger booth, Lei Croatia attaches great importance to the McDonald's on food quality, and the greatest efforts to accomplish quality artistic work of high order. He ordered a big variety of chain stores have significantly more money and time to implement food standardization : hire experts specialized study for the production of "mass like taste" food and assiduous; production processes to develop specific operation procedures and details; overtime up not sell products, not because of spoiled or defective, but will "not sell food taste bad" business approach.
"A well-run restaurant is like a baseball team invincible, give full play to the talent of every member, as being a fleeting seize every opportunity to accelerate our services. " Therefore, the "thoughtful service" will become the essential principle of the industry. Corker that targets the selection and training of personnel is of great significance, not only as symbolic of corporate social image, but on the survival and development of enterprises. He therefore needed "McDonald's" must have two conditions: first, that "interpersonal learning, " good at receiving customers. To the end, he established a series of regulations, such as "assortment of customers and smiling eyes to watch, and requested service personnel strictly enforced; Second, the acceptance of specialized training. Where New Tactics training staff to 10 days before officially became members and managers must get as he founded the "hamburger study" before his first degree.
McDonald stressed that the environment clean, not only to shop desks, the surroundings comfortable elegant, but also including members of the mental outlook. Promote a clean environment for entrepreneurship, McDonald's regularly send investigators to inspect the chain of supervision cleanliness of all branches throughout the world - if adverse results of the review, the shop manager performance will be assessed directly affected. In such system supervision, keeping the environment clean isn't just something obligation, but also the customers' responsibility. Customers in many countries and regions are also after eating habits attention to clean, will be leaving the former consciously blooming food boxes, paper cups filled in. dedicated bins, which would save manpower, customers nor pay tips, customers, the restaurant come good.
The purpose is to convey the worthiness of McDonald's "high-quality goods more valuable to customers, " cultural theory. Since high quality standard of today's society, consumers are becoming more and more diversified demand choice, individuality, and show great differences. In such conditions, a small business only provides a model, a single commodity and content services will slowly but surely lose novelty in the minds of consumers have tired psychological, thereby negatively effect on enterprises. McDonald's is the world's largest fast-food industry, but changing consumer market prompted the necessity to continuously modify its business strategy and corporate culture, the social environment and needs to adjust to the changes, otherwise struggling to survive, aside from to make a good monetary returns. Therefore McDonald emphasizing the "value" that is put into the new value. Design dramatic propaganda posters, phased price concessions, and with the seasonal changes in customer taste the flavor of beverages adjustment measures not only protect the value of the McDonald's positioning, closely seize the customer, while increasing the McDonald's corporate culture more profound connotations. McDonald's culture and the meals culture is closely integrated, on the other hand excellent expansion of McDonald's, the client has an imperceptible accept its food culture. Highly cultural characteristics franchising created McDonald's kingdom on the globe within the license chain businesses would be the most stringent & most scientific, almost all of the culture, this is McDonald's own business culture rooted in the local customs of another successful initiative! To safeguard its image, McDonald's joining will need to have the following four conditions; Entrepreneurial spirit and strong desire to succeed, a strong business background, in particular those dealing with the special skills and financial management skills necessary to participate in working out project and really should go all out, and may require a year or even more to complete the corresponding financial qualifications. The accommodation of these culture is reflected in all its branches almost similar, and a local culture atmosphere of business ideas. After China's accession to the WTO, with the McDonald's imports of recycleables tariff reduction, new development opportunities will be placed before McDonald's and people!
McDonald, as a cultural broker, establishes Chinese consumers approve the links with national feelings in the way of supplying the productions. Within the advertisements that people have mentioned previously, McDonald also make point how to make consumers' wishes come true and help them to experience the wonderful hours. It not only lead our Consumers to see the Unite State's modernization, but also to get the cheerfulness in benefit from the foods there. McDonald isn't just thought to be the American fast food, but also is considered as the best option for the American, the high standard of diet custom culture.
It is well amalgamated with other's diet customs for McDonald is the process of learning foreign Cultures. His continuous Marketing adjustment and enterprising culture also help him to adapt the new social environment and gratify the consumers. In turn, the successful managing strategy creates good economical benefit for McDonald. It is worth learning by Chinese enterprises.
Reference
- Kroeber, A. L. and C. Kluckhohn, 1952. Culture: A Critical Overview of Concepts and Definitions.
- Joe. Bramhall. "McDonald'sCorporation". Hoovers. http://www. hoovers. com/mcdonald's/--ID__10974--/free-co-factsheet. xhtml. Retrieved 2009-10-03.
- McDonald's posts sizzling 80% profit rise in 2008, BreitbartTV
- McDonald's, strategic plan, http://news. hexun. com/2008-07-23/107638614_6. html
- H. Richard, L. Fred. "International Management- Culture, Strategy, and behavior.
