麦当劳和肯德基在中国发展战略的比较研究

摘  要
本文通过麦当劳和肯德基两大快餐巨头在我国发展战略的比较，阐述了麦当劳和肯德基在我国的起源和发展现状。随着发展的不断变化，麦当劳和肯德基的战略也逐渐发生了变化，都在寻找适合自身的战略方法。本文利用SWOT战略分析方法，分析了麦当劳和肯德基之间的优势、弱势、机会和威胁，并将两者的战略方法进行对比，对我国快餐企业发展提出了建设性的意见。
本文共包括以下五个部分：
问题的提出、麦当劳和肯德基在我国的发展现状比较、SWOT分析法比较麦当劳和肯德基的发展战略、对我国快餐行业改革发展的启示和总结。
本文的创新之处在于采用SWOT战略分析法，逐一对比麦当劳和肯德基的内部、外部因素，从内外两方面同时对比他们之间的不同，来区分其在我国的战略方法。

关键词：麦当劳   肯德基   SWOT分析法   发展战略
 
ABSTRACT
McDonald's and KFC fast-food giant in the comparison of our development strategy, on the origin and development status of McDonald's and KFC in China. Changing with the development of the strategic approach of McDonald's and KFC have changed, are looking for their own strategic approach. Strategy through the SWOT analysis method, respectively, through the analysis of the advantages between McDonald's and KFC, weakness, opportunity and threat, the strategic approach of the two compared, both strategic analysis, resulting in the revelation of the fast-food enterprises in China.
This thesis can be divided into five parts:
Of the problem, McDonald's and KFC in the development of China's current situation, SWOT analysis of McDonald's and KFC's development strategy, the inspiration for reform and development of China's fast-food industry and the summary.
The innovation of this paper is a SWOT strategic analysis method, one by one comparison,  McDonald's and Kentucky's internal and external factors, from both inside and outside at the same time compare the differences between them, to distinguish between the strategic approach in China.
Key words: McDonald's; KFC; SWOT analysis method; development strategy

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