Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022)

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Research on the Business Model & Advertisement of McDonald’s

Authors
Chuanxi Qiu1, *
1Pennsylvania State University-Park, State College, 16801, United States
*Corresponding author.
Corresponding Author
Chuanxi Qiu
Available Online 31 December 2022.
DOI
10.2991/978-94-6463-036-7_61How to use a DOI?
Keywords
Business model; advertisement; McDonald’s; real estate; and COVID 19
Abstract

COVID 19 has a huge impact on all walks of life. If companies want to grasp the nettle, they must have excellent conditions or be able to adjust policies on time. All companies that are not affected by the economic crisis must have their own advantages. One of the giants in the restaurant industry - McDonald's, will be analyzed in detail in this article. Researching a well-known brand can be a challenge. But most of the previous studies focused on McDonald's business strategy and basic publicity model. This article will analyze McDonald's advertising communication through the 6 factors in "Why things catch on", trigger, stories, emotion, practical value, social currency, and public. Besides, the special profit model and development path of McDonald's will be explained. The data used in the research comes from McDonald's balance sheet, income statement, and analysis of McDonald's stock price in recent years. Our findings indicate that McDonald's unique operating model, such as making money from "rent", the "tricky part" on McDonald's take-out bags, and McDonald's ability to “read customers’ hearts”, have accomplished McDonald's Empire what we see today.

Copyright
© 2022 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
31 December 2022
ISBN
10.2991/978-94-6463-036-7_61
ISSN
2352-5428
DOI
10.2991/978-94-6463-036-7_61How to use a DOI?
Copyright
© 2022 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Chuanxi Qiu
PY  - 2022
DA  - 2022/12/31
TI  - Research on the Business Model & Advertisement of McDonald’s
BT  - Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022)
PB  - Atlantis Press
SP  - 417
EP  - 421
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-036-7_61
DO  - 10.2991/978-94-6463-036-7_61
ID  - Qiu2022
ER  -