麥當(dāng)勞的文化及其在中國(guó)發(fā)展的影響 McDonald’s Culture and Its Influence on Its Development in China

1、麥當(dāng)勞的文化及其在中國(guó)發(fā)展的影響 tungshuzhiMcDonalds Culture and Its Influence on Its Development in ChinaMcDonalds Culture and Its Influence on Its Development in China麥當(dāng)勞的文化及其在中國(guó)發(fā)展的影響中文概要對(duì)于文化的定義是豐富多彩的。它包括文學(xué)、藝術(shù)、音樂(lè)、歷史，或是宗教信仰，傳統(tǒng)習(xí)俗等。而飲食文化作為風(fēng)俗習(xí)慣的一部分，從一個(gè)層面反映了一個(gè)國(guó)家的文化，我們發(fā)現(xiàn)，作為世界范圍內(nèi)最大的食品服務(wù)業(yè)零售商之一的麥當(dāng)勞，深動(dòng)的反映了美國(guó)文化三個(gè)特征侵略性、融合性和平

2、等性。追溯美國(guó)的歷史，美國(guó)人勇于開(kāi)拓的精神在建立新穎地的運(yùn)動(dòng)中得以體現(xiàn)。另外，早期的美國(guó)人落后于歐洲，他們地物質(zhì)財(cái)富的渴望也促使他們不斷去占領(lǐng)新的土地。正是這兩點(diǎn)造成美國(guó)民族的侵略性。作為一個(gè)移民大國(guó)，美國(guó)文化是多民族融合性。美國(guó)歷史上獨(dú)立革命，在人民爭(zhēng)取自由平等中扮演了重要的角色。平等的觀念日漸深入人心。麥當(dāng)勞文化中的平等理念表現(xiàn)在總是提供在世界花園內(nèi)提供一致的服務(wù)。麥當(dāng)勞在中國(guó)的發(fā)展也充分反映了以上三個(gè)特征。他在中國(guó)開(kāi)設(shè)了 3200 家分店，并努力學(xué)習(xí)中國(guó)的傳統(tǒng)文化，實(shí)現(xiàn)本土化經(jīng)營(yíng)。關(guān)鍵詞：麥當(dāng)勞；侵略性；融合性；平等性；AbstractThe definition of culture

3、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 countrys culture in a certain sense. We found that as one of the largest food retailers in the world, McDonalds culture ref

4、lects the essence of American culture. Bing a miniature of American culture, McDonalds carries with it 3 features, namely, aggressiveness, integration and equality, which are also prominent in the American culture. Tracing back to American history, brave Americans in the creation of innovative and p

5、ioneering spirit is embodied in the movement. In addition, the early Americans behind Europe, and they also desire to promote their material wealth to conquer new lands. This is caused by two aggressive American nation. As a big country of immigrants, American culture is a multi-ethnic integration.

6、US history independence revolution in the people for freedom, equality has played an important role. The concept of equality increasingly popular. McDonalds culture is reflected in the concept of equality provided in the garden of the world provide a consistent service. McDonalds in Chinas developme

7、nt also reflects the fact that more than three features. He opened 3,200 outlets in China and learn Chinese traditional culture and realizing the localization business.Key Words: McDonalds; aggressiveness; integration; equality  ContentsChapter 1 The Definition of Mc Donalds Culture.5Chapter 2

8、Characters of American Culture Reflected in McDonalds.51. Aggressiveness.52. Integration .83. Equality.10Chapter3 The development of McDonalds culture in China121: McDonalds development in China.122: McDonalds development in China reflects its some features.13(1) The advertisement about social statu

9、s13(2) The advertisements about the traditional customs and values143. What do we learn from McDonalds culture? 16Conclusion.18Chapter 1. The Definition of Mc Donalds Culture. What is culture? There are three explanations of culture: a) the integrated pattern of human knowledge, belief, and beh

10、avior that depends upon mans capacity for learning and transmitting knowledge to succeeding generations; b) the customary beliefs, social forms, and material traits of a racial, religious, or social group; c) the set of shared attitudes, values, goals, and practices that characterizes a company or c

11、orporation. Mc Donalds culture is a set of shared attitudes, values goals that characterizes the company. As far as we know, Mc Donalds supplies both fast food and service. When we refer to Mc Donalds culture, we should not only pay attention to the food, but also the wonderful serves. For this

12、 reason Mc Donalds make great success both in America and in the foreign counties. We regard Mc Donalds as a symbol of American culture. For Mc Donalds three features also reflect the American culture. Chapter 2 Characters of American Culture Reflected in McDonalds1. Aggressiveness What is aggr

13、essiveness? It is a forceful action or procedure (as an unprovoked attack) especially when intended to dominate or master.  Tracing back to American history, the frontier aggressive movement, which lasted more than two centuries, shaped the basic American culture and value, just as Frederick Ja

14、ckson Turner commented, this ever retreating frontier of free land is the key to American development. We are aware of the aggressive side of the settling of the continent, when thousands of Native American Indians were killed, their lands were taken, and much of their culture was destroyed. Th

15、e frontier experience of aggressiveness began when the first colonist settled on the east coast of the continent in the 1600s. It ended in about the 1890s when the last western lands were occupied. As one frontier area was settled, people began moving farther west into the next unsettled area after

16、another, Americans moved across an entire continent, 2700 miles wide. They came to believe that it was their destiny to control all the land, and eventually they did. Americans see the aspects of the frontier, their beliefs, as good, inspiring examples of traditional American values in their origina

17、l aggressiveness and rude form. The rush for gold in California, for silver in Montana, and for fertile land in all the western territories provided endless stories of aggressiveness. The competition for success, which was rarely more colorful or adventurous, also shows the root of aggressiveness. W

18、hen it was announced that almost 2 million acres of good land in Oklahoma would be opened for settlement in April 1889, thousands of settlers gathered on the border waiting for the exact time to be announced. When it was, they rushed into the territory in wagons and on horseback to claim the best la

19、nd they could find for themselves.1(P321) In aristocratic European nations, the American frontiers left behind the material wealth and comforts of the ruling classes that were guaranteed by birth. As de Tocqueville pointed out, the wealthy took these things for granted and placed little importance o

20、n material things. The poor people in those aristocratic nations also did not concern themselves with wealth, since they knew that they had so little hope of becoming wealthy or changing their status. In the United States, the idea of equality of opportunity made the level of material wealth of both

21、 the rich and the poor much less certain. At any time, the rich might lose some of their wealth, and the poor might increase theirs. Therefore, all classes in American society thought about protecting their material possessions and looked for ways to acquire more. De Tocqueville believed that this w

22、as so much a matter of greed or rather it was a matter of their insecurity. People might be naturally insecure if their material wealth, and that of their children, could change so rapidly either upward or downward during a lifetime, or even during a single generation.2So it is extremely important b

23、oth to rich American and poor American to increase their wealth and material comforts. Unlike many countries, where the love of material things was seen as a vice, a mark of weak moral character, in the United States it was seen as a virtue: a positive incentive to get process and a reward for succe

24、ssful efforts. This kind of virtue causes the endless development of aggressiveness in American culture. The aggressiveness has been an urgent and useful instrument for Americans to satisfy their acquisitive demands of wealth and material things, and became a necessary part of American culture. The

25、expansion of McDonald is a steady evidence of aggressiveness of American culture.It is the pursuing of material and wealth that has made up the moral value of American culture and caused its aggressiveness, which can be perceived clearly in McDonalds culture.Mc Donalds was established in 1937 by two

26、 Judean brothers. Michaud and Deak. They run an automobile restaurant called McDonalds at the eastern area in Las Angeles. In 1954, Lei Croker met the two brothers at the east Lei Croker 0 kilometers to the Los Angeles. Under two gleaming yellow arches door was dazzling by so great number of people

27、go to buy their food. 3 The hamburgers which served in Mc Donalds are fast and clean. The customers only pay for 15 cents to get the slandered hamburgers there. The good supplied by McDonalds are cheap and delicious. Lei Croker found that is was quiet profitable. He bought McDonalds copyright f

28、rom the two Judean brothers with a sum of $2,700,000. At that time there were 228 Mc Donalds shops in America. He caught a quiet good opportunity of success! In 1961, he obtained ownership of Mc Donalds; In 1965, the stock of Mc Donalds come to the market. The company set up 597 shops in the wo

29、rld and 8854 shops in America. Now Mc Donalds has become the biggest fast food company in the world. In 1999, Mc Donalds ranked 365 in the global 300 strongest companies and his income reaches 12,412,400,000 each year.  In 1974, when the first McDonalds opened in England, prideful Londoners wer

30、e quite willing to wait for several hours to be served in it. When Russia just disintegrated, Moscow, which cannot be controlled by determent of American nuclear force, soon was conquered by the jumping golden “M” all around. In 1994, the rich Kuwait held their cars for 7miles simply for a treat in

31、McDonalds that has just opened for business.   Such an expansion indeed reflects the aggressiveness of American culture. We can find the trace of aggressiveness of American culture, which roots deeply in the expansion of McDonald.  McDonalds is the worlds leading foodservice retailer with

32、more than 30,000 restaurants in 121 countries serving more than 47 million people each day all over the world. Regard to the golden history of McDonalds, its continuous expansion has caused the great process during the 47 years after opening the first McDonalds in Des Plaines, Illinois. From 90s, th

33、e expansion has been in a more powerful impetus. In 1996, the number of the new chain restaurants of McDonald reached 2000 in the world. In other words, there emerge nearly 7 new McDonalds restaurants in a day in average, proving once again that "Good Times, Great Taste" is understandable

34、in any language. It is the above reasons that led to McDonald''s success. 2. Integration  Integration of American culture refer to hybridization of various cultures, with layers of assimilation-cultural, structural, and marital-at its core is not far-fetched. Neither is the idea that th

35、e relationship of black and white, rife with both aversion and admiration, is the foundation of this integration.   Integration is the main character of American culture. For American history is no more than 3 hundred years. Its entire culture consists of many sub-cultures, which were brought a

36、long by the immigrants from all over the world. America is the biggest nation of immigrants. Immigrants have helped to establish, develop and strengthen the nation.   During the colonial time, people from France and Spain were the earliest immigrants, and immediately throng of people from Nethe

37、rlands, Switzerland and Britain. Especially after the built of colonies around the Massachusetts Bay, British launched its waves of migration, which settled the main basis of American culture-Angle-Saxon. The slavery sales of African blacks expanded the group of immigrants. Later from Asia, Latin Am

38、erica, large immigrants brought different languages and different cultures to the United States. Apart from the American Indians who had been living on the North American continent when the first European settlers arrived, all Americans came from other lands, or their ancestors did. Ethnic diversity

39、 is the most significant factor influence American life. It is obvious that integration got its birth from American immigrant root. Integration has become the mainstream that has shaped the values and traditions of the dominant culture of the United States. During the colonial time, immigrants

40、were from different countries, but they all had the same task: They had to struggle for survival and develop their new country. They strived for common benefits to set up the new American nation. This is just like the peoples saying, “American culture, a melting pot.” In 1908, a year when a million

41、new immigrants arrived in the United States, Israel Zangwill wrote in a play as followed. American is Gods crucible, the great melting pot where all the races of Europe are melting and re-forming. Germans and Frenchmen, Irishmen and Englishmen, Jews and Russians -into the Crucible with you all!

42、 God is making the America!  Different cultures from a variety of nations amalgamate under the same American creed: individual freedom, equality of opportunity and competition and equity. 4(P303)  And the integration is not just in the memory of history. New immigrants are still arriving.

43、The integration is continues till today. United States is becoming first universal nation where large numbers of people from every region on earth live in freedom under one government. The ethnic diversity, the integration of culture creates the picture that is uniquely American. “E Pluribus Umum” -

44、the motto of the United States from the very beginning-means one composed of many: “out of many, one.”   The local strategies of McDonald in different countries reflect the integration of American culture.  As the representation of American culture, McDonalds express the integration of Ame

45、rican culture successfully. Using the different cultural and social resources of different countries, McDonald successfully produces variety versions of American culture over variety counties. Their managers though keep their normal diets, service and managements, they promote to accommodate with th

46、e local culture of different countries. Their workers are mostly local people; they try their best to find their local partners and local resource supplies; to present their local colors, they are positively attend the activities of local communities, and built special relations with kindergartens a

47、nd schools.5(P36) Because of the feature of integration, people can accept McDonalds more easily in spite of their cultural differences all over the world. In a certain sense, people wont have the feeling of total foreignness even thought it is the first time they get into touch with McDonalds becau

48、se what they get along with is something that has absorbed the features of their own nations. This is the main cause for McDonalds success.  The golden M is one of the most well-known and valuable brands and holds a leading share in the globally quick service restaurant segment of informal eati

49、ng-out market in virtual country. A key to McDonalds worldwide success has been its emphasis on the different local policy of different countries. McDonalds strategies to deal with the local business requires McDonalds to fuse into the local culture of different counties.   “Were not just a ham

50、burger company serving people; were a people company selling hamburgers.” What McDonald represents is a symbol of American culture. To a very large extent, its symbolic significance is more powerful than its food product. 6(P38)  In China, McDonalds create an access to American culture. It chan

51、ges its former goal of saving time and money into providing elegant food and service for customers to eat right in the restaurant as a modern fashion. In Singapore, besides hamburgers and fried chips, it supplies several types of rice dinners in the favor of the local peoples tastes. In France, Uncl

52、e McDonald has turned into Asterix, the image of a most respectable hero in French people mind. Asterix helps Uncle McDonald to amalgamate into the French culture. It advertises as “born in American, made in France.” 7(P27) 3. Equality  Equality refers to the right of different groups of p

53、eople to have similar social position and receive the same treatment, regardless of their apparent differences.  Since the Declaration of Independence, equality has been American primary moral commitment. Americans are distinctive in the degree to believe in the ideal, as stated in their Declar

54、ation of Independence, that “all men are created equal”. American equality is something Americans strive to provide and maintain. It has become a necessary part of American culture even now to the point that when people think of America, they naturally think of freedom and equality. The American Rev

55、olution plays an extremely significant role in the history of equality in American society. When the revolution was over, the Bill of Rights and the Constitution - the framework of this nation - emphasized equality so greatly that it has now persuaded the rest of the world that America is, indeed, t

56、he so called promising land, the land of freedom. And because of the Civil War, ideal of equality spread widely to every citizens of American. Then the struggles of more rights for blacks, for women all Americans are equal in regards to their natural abilities. In other words, regardless of circumst

57、antial differences, there exists an innate belief in American society that those differences do not make them any more or less valuable than anyone else. American have a deep faith that in some fundamental way all people are of equal value, that no one is born superior to anyone else. “one man,

58、 one vote”, they say, conveying the idea that any persons opinion is as valid and worthy of attention as any other persons opinion.  Americans are generally quite uncomfortable when someone treats them with obvious deference. They dislike being the subjects of open displays of respect-being bowed to , being deferred to , being treated as though they co