永和豆?jié){店是兼?zhèn)湮魇娇觳秃啙嵜骺斓沫h(huán)境和東方傳統(tǒng)食品的連鎖店。其低廉的消費價格、方便快捷的食品曾得到不少喜歡傳統(tǒng)食品的顧客的青睞。?

Yonghe soybean milk restaurant is a chain store that combines the simple and bright environment of Western fast food and the traditional oriental food. Its low price and convenient food have been favored by many customers who like traditional food. ?

麥當勞則是由美國著名快餐店派生出來的西式快餐廳。它以快捷周到的服務、新鮮美味的餐點、潔凈舒適的環(huán)境在中國打開了廣泛的市場，并與中式快餐展開了激烈的競爭。?

McDonald's is a western style fast food restaurant derived from famous American fast food restaurants. It has opened a wide market in China with fast and thoughtful service, fresh and delicious meals, clean and comfortable environment, and has launched a fierce competition with Chinese fast food. ?

為什么在昂貴的西餐與便宜的中餐之間，更多的人選擇了前者？?

Why do more people choose the former between expensive western food and cheap Chinese food? ?

為什么在飲食業(yè)如此發(fā)達的中國，人們竟選擇了“三高”的西方食品？?

Why do people choose "three high" Western food in China where the catering industry is so developed? ?

為什么國內(nèi)餐飲業(yè)有著“天時地利人和”的優(yōu)越條件卻依然慘淡經(jīng)營呢？?

Why does the domestic catering industry have the advantageous conditions of "favorable time, favorable place and harmonious people", but it is still in poor operation? ?

帶著這些問題我走向了中南路……?

With these problems, I went to Zhongnan road ?

在中南路兩家互為毗鄰的餐飲公司“麥當勞”與“永和豆?jié){”門前，景象大相徑庭。麥當勞門口可謂人頭攢動，等候用餐的隊伍排成了長龍；永和豆?jié){門口卻是“門庭冷落車馬稀”。同一地段的中西快餐店竟有如此之大的反差？ 經(jīng)過考察，我總結(jié)出以下幾點：?

In front of the doors of McDonald's and Yonghe soymilk, two adjacent catering companies on Zhongnan Road, the scene is quite different. McDonald's door can be said to be crowded, waiting for a long queue of meals; Yonghe soymilk door is "the door is deserted.". Is there such a big contrast between Chinese and Western fast food restaurants in the same area? After investigation, I summed up the following points:?

一、宣傳到位。?

1、 Publicity is in place. ?

麥當勞非常注重廣告宣傳。我們常?？梢栽陔娨?、報紙上看到它的食品廣告。廣告做得新穎有趣、色彩鮮艷，具有很強的誘惑力，使人過目難忘。永和豆?jié){卻抱著“酒香不怕巷子深”的傳統(tǒng)觀念，想靠自己的老牌子闖天下，很少做廣告宣傳，更沒有自己的產(chǎn)品形象。?

McDonald's attaches great importance to advertising. We can often see its food advertisements on TV or in newspapers. The advertisement is novel, interesting and colorful, with strong temptation and unforgettable. Yonghe soybean milk is holding the traditional concept of "wine is not afraid of alley depth", and wants to make a breakthrough in the world by relying on its old brand, with little advertising and no product image of its own. ?

二、優(yōu)惠政策多。?

2、 There are many preferential policies. ?

每個到麥當勞用餐的小朋友都可以免費獲得一份禮物，有時是小手表，有時是小玩具，有時是小頭飾。這些小禮物花錢不多，卻特別受小朋友歡迎。我在調(diào)查中問了10個小朋友，如果要去吃飯，你到麥當勞還是永和豆?jié){館？他們不約而同地回答“麥當勞”，因為那里有禮物。那些喜歡中餐的父母為了孩子，也不得不跟著去麥當勞。永和豆?jié){卻缺少這樣的促銷手段。?

Every child who goes to McDonald's can get a free gift, sometimes a small watch, sometimes a small toy, sometimes a small headdress. These little gifts cost little, but they are very popular with children. I asked 10 children in the survey, if you want to eat, do you go to McDonald's or Yonghe soybean milk restaurant? They all answered "McDonald's" because there were gifts. Those parents who like Chinese food have to go to McDonald's for their children. Yonghe soymilk is lack of such promotion means. ?

麥當勞不但對兒童有優(yōu)惠，對成年人同樣有優(yōu)惠。麥當勞公司每隔一段時間就會推出一種經(jīng)濟實惠的套餐。2月份剛推出“黑椒牛肉漢堡”套餐，3月份又推出“香辣雞腿”套餐，原本價值21元的食物降到了15元，臨走時還會贈送優(yōu)惠券。這些讓利政策產(chǎn)生的巨大魅力，吸引著人們頻頻光顧。?

McDonald's offers not only for children, but also for adults. Every once in a while, McDonald's will launch an economical package. In February, we just launched the "black pepper beef hamburger" package, and in March, we launched the "spicy chicken leg" package. The original value of 21 yuan of food was reduced to 15 yuan, and coupons will be given when we leave. The huge charm of these profit giving policies attracts people to visit frequently. ?

三、服務周到。?

3、 Good service. ?

麥當勞餐廳內(nèi)設置了嬰幼兒專用座位，父母用餐時不用擔心孩子會摔跤。小朋友吃完飯可以在餐廳游樂場自由玩耍。吸管、餐巾紙、番茄醬都可以根據(jù)自己的需要免費索取。而永和豆?jié){館里的餐巾紙是要顧客自己買的。?

McDonald's restaurants set up special seats for infants and young children. Parents don't have to worry about their children's wrestling when they eat. Children can play freely in the restaurant playground after eating. Straw, napkin, ketchup can be obtained free of charge according to their own needs. And the napkins in Yonghe soybean milk restaurant are for customers to buy by themselves. ?

四、獨具創(chuàng)意。?

4、 Creative. ?

麥當勞總是以最快的速度更換其食品種類、優(yōu)惠政策和贈品，創(chuàng)新就是它的經(jīng)營策略。今天剛推出麥辣雞翅，明天又換成無骨雞柳；昨天贈送的是聰明可愛的小精靈，今天則是憨態(tài)可掬的唐老鴨……這使得求新求變的小孩子和青年人總是懷著新鮮感踏進麥當勞餐廳。?

McDonald's always changes its food categories, preferential policies and gifts at the fastest speed, and innovation is its business strategy. Today, we just launched the spicy chicken wings, and tomorrow, we will replace them with boneless chicken fillet; yesterday, we presented smart and lovely elves, and today, we are sweet Donald Duck This makes the children and young people who are seeking new and change always step into McDonald's restaurant with a sense of freshness. ?

江澤民總書記說：“創(chuàng)新是一個民族的靈魂。”我通過調(diào)查體會到，創(chuàng)新也是一個企業(yè)的靈魂。?

General Secretary Jiang Zemin said: "innovation is the soul of a nation." I realized through the investigation that innovation is also the soul of an enterprise. ?

五、給永和豆?jié){館的幾點建議。?

5、 Some suggestions for Yonghe soymilk restaurant. ?

(1)組建經(jīng)營策劃專業(yè)隊伍，不斷翻新自己的經(jīng)營方式。當今商業(yè)上流行著一句話——誰抓住了孩子，誰就抓住了顧客。像我們這些中小學生干什么都喜歡圖個新鮮，新包裝、新禮物、新口味、新品牌都很有魅力，傳統(tǒng)的東西很難吸引我們這些小顧客。?

(1) Set up a professional team of business planning, and constantly renovate their own business methods. Nowadays, there is a popular saying in business that whoever catches a child catches a customer. We primary and secondary school students like to make a fresh picture of everything. New packaging, new gifts, new tastes and new brands are very attractive. Traditional things are difficult to attract our small customers. ?

(2)做好產(chǎn)品宣傳，樹立自己的品牌形象。這是一筆不可節(jié)省的開銷，公司不要因小失大，撿了芝麻，丟了西瓜。?

(2) Do a good job in product publicity and establish their own brand image. This is an uneconomic expense. The company should not lose a lot of money. It should pick up sesame seeds and lose watermelon. ?

(3)服務到家，處處為顧客著想，讓顧客有賓至如歸的感覺。比如洗手池邊準備好肥皂、毛巾；顧客要打包，店里應備有方便盒等等。?

(3) Service home, everywhere for customers, let customers feel at home. For example, soap and towel should be prepared by the sink; customers should pack, and convenience boxes should be provided in the store. ?

作為中國人，我們對國貨有一種特殊的感情，總希望中國的東西最好。我們祝愿永和豆?jié){越辦越好，超過麥當勞，走出國門，贏得世界！

As a Chinese, we have a special feeling for Chinese goods. We always hope that Chinese things are the best. We wish Yonghe soymilk better and better, surpass McDonald's, go abroad and win the world!