摘要：全球经济一体化是如今势不可挡的潮流趋势，随着国际贸易以及国际投资的发展，各国的企业争夺国际市场也越来越激烈。各企业的竞争已经不仅仅是局限于具体的产品和服务了，而是直接升华为企业的整体实力以及核心竞争力的对抗了。那么咱们企业要继续拓展国际市场就要抓住主要矛盾，提高企业的核心竞争力，从关键处入手，既然是要开拓国际市场，那么文化差异必定是主要矛盾，这就逐渐引申到了文化营销以及跨文化营销。如今跨文化营销已经成为跨国企业关注的热点，因为只有成功逾越文化之间的差异，企业才能在一个新的市场领域中成功立足。
本文针对麦当劳在中国跨文化营销的问题做了以下内容的研究：首先对跨文化市场营销的定义背景进行阐述，其次通过麦当劳的营销现状进行分析，了解跨文化市场营销所处的宏观环境和微观环境；通过分析麦当劳企业，了解麦当劳的跨文化市场营销战略；最后根据麦当劳企业的营销战略分析，得出此次研究的成果。
关键词 跨文化市场营销 ；麦当劳 ；营销战略
Abstract：Global economic integration is now unstoppable trend, with the development of international trade and international investment, enterprises of all countries for the international market is becoming more and more fierce. Each enterprise competition has not only limited to specific products and services, but directly sublimate for the enterprise's overall strength and core competitiveness of the confrontation. So let's enterprise to continue to expand the international market must seize the main contradiction, improve the core competitiveness of enterprises, from key points, since is to expand the international market, so cultural differences must be main contradiction, it is gradually extended to the cultural marketing and cross cultural marketing. Nowadays cross-cultural marketing has become a hot spot in the multinational companies, because there is only success beyond cultural differences, can enterprise in the field of a new market successfully.
Laminate flooring market, this paper made the following research question: first elaborates the definition of cross-cultural marketing background, secondly by McDonald's marketing present situation carries on the analysis, understanding of cross-cultural marketing macro environment and micro environment; Through the analysis of McDonald's enterprise, understand the cross-cultural marketing strategy of McDonald's; According to the McDonald's business marketing strategy analysis, concluded that the results of this study .
Keywords cross-cultural marketing McDonald marketing strategy
