麦当劳与星巴克的比较研究

The "Comparative Study on " McDonald's and Starbucks

以比较研究的方法,从两个角度对以"餐"为主的麦当劳和以"饮"为主的星巴克,这两家国际知名的餐饮连锁企业的比较分析。从战略管理的角度,得出她们的共性--品牌战略和本土化战略;从经营文化的角度,比较出她们的差异--麦当劳的"快"文化和星巴克的"慢"文化。借以为我国餐饮行业以及第三产业的发展提供一些参考和借鉴。

The paper makes a comparative study on two world famous food and drink chain businesses： the McDonald and Starbucks. They share the similar brand and cocalization strategies while culturally differentiated from each other as one is ＂ quick＂, the other is ＂ slow＂. This comparason can offer some references fro the native enterprises in the food and drink industry as well as tertiary industry.