Research on the Localization Marketing Strategies of Multinational Catering Enterprises in China-Taking McDonald's as an Example

Abstract

In the context of globalization, more and more multinational chain catering enterprises are entering the Chinese market, aiming to take advantage of China's huge population base and abundant resources to explore this market with broad prospects. To adapt to the Chinese market, adopting a localized development strategy has become a necessary choice for multinational catering enterprises to enter and stabilize their target markets quickly. McDonald's has been developing in China for more than thirty years, and although it has occupied a relatively stable status in China, it still has some deficiencies in localized marketing strategies. This paper will take McDonald's as an example to analyze the localization development strategy of multinational catering enterprises in China. It compares and analyzes the current situation of McDonald's development in China and further analyzes the marketing strategy of McDonald's development in China and its problems and challenges in localization development in China. The research in this paper not only contributes to an in-depth understanding of McDonald's localization development strategy in China but also provides a useful reference for other multinational catering enterprises to expand in the Chinese market.