永和豆浆店是兼备西式快餐简洁明快的环境和东方传统食品的连锁店。其低廉的消费价格、方便快捷的食品曾得到不少喜欢传统食品的顾客的青睐。?
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. ?
麦当劳则是由美国著名快餐店派生出来的西式快餐厅。它以快捷周到的服务、新鲜美味的餐点、洁净舒适的环境在中国打开了广泛的市场，并与中式快餐展开了激烈的竞争。?
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. ?
为什么在昂贵的西餐与便宜的中餐之间，更多的人选择了前者？?
Why do more people choose the former between expensive western food and cheap Chinese food? ?
为什么在饮食业如此发达的中国，人们竟选择了“三高”的西方食品？?
Why do people choose "three high" Western food in China where the catering industry is so developed? ?
为什么国内餐饮业有着“天时地利人和”的优越条件却依然惨淡经营呢？?
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? ?
带着这些问题我走向了中南路……?
With these problems, I went to Zhongnan road ?
在中南路两家互为毗邻的餐饮公司“麦当劳”与“永和豆浆”门前，景象大相径庭。麦当劳门口可谓人头攒动，等候用餐的队伍排成了长龙；永和豆浆门口却是“门庭冷落车马稀”。同一地段的中西快餐店竟有如此之大的反差？ 经过考察，我总结出以下几点：?
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、宣传到位。?
1、 Publicity is in place. ?
麦当劳非常注重广告宣传。我们常常可以在电视、报纸上看到它的食品广告。广告做得新颖有趣、色彩鲜艳，具有很强的诱惑力，使人过目难忘。永和豆浆却抱着“酒香不怕巷子深”的传统观念，想靠自己的老牌子闯天下，很少做广告宣传，更没有自己的产品形象。?
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、优惠政策多。?
2、 There are many preferential policies. ?
每个到麦当劳用餐的小朋友都可以免费获得一份礼物，有时是小手表，有时是小玩具，有时是小头饰。这些小礼物花钱不多，却特别受小朋友欢迎。我在调查中问了10个小朋友，如果要去吃饭，你到麦当劳还是永和豆浆馆？他们不约而同地回答“麦当劳”，因为那里有礼物。那些喜欢中餐的父母为了孩子，也不得不跟着去麦当劳。永和豆浆却缺少这样的促销手段。?
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. ?
麦当劳不但对儿童有优惠，对成年人同样有优惠。麦当劳公司每隔一段时间就会推出一种经济实惠的套餐。2月份刚推出“黑椒牛肉汉堡”套餐，3月份又推出“香辣鸡腿”套餐，原本价值21元的食物降到了15元，临走时还会赠送优惠券。这些让利政策产生的巨大魅力，吸引着人们频频光顾。?
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、服务周到。?
3、 Good service. ?
麦当劳餐厅内设置了婴幼儿专用座位，父母用餐时不用担心孩子会摔跤。小朋友吃完饭可以在餐厅游乐场自由玩耍。吸管、餐巾纸、番茄酱都可以根据自己的需要免费索取。而永和豆浆馆里的餐巾纸是要顾客自己买的。?
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、独具创意。?
4、 Creative. ?
麦当劳总是以最快的速度更换其食品种类、优惠政策和赠品，创新就是它的经营策略。今天刚推出麦辣鸡翅，明天又换成无骨鸡柳；昨天赠送的是聪明可爱的小精灵，今天则是憨态可掬的唐老鸭……这使得求新求变的小孩子和青年人总是怀着新鲜感踏进麦当劳餐厅。?
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. ?
江泽民总书记说：“创新是一个民族的灵魂。”我通过调查体会到，创新也是一个企业的灵魂。?
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、给永和豆浆馆的几点建议。?
5、 Some suggestions for Yonghe soymilk restaurant. ?
(1)组建经营策划专业队伍，不断翻新自己的经营方式。当今商业上流行着一句话——谁抓住了孩子，谁就抓住了顾客。像我们这些中小学生干什么都喜欢图个新鲜，新包装、新礼物、新口味、新品牌都很有魅力，传统的东西很难吸引我们这些小顾客。?
(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)做好产品宣传，树立自己的品牌形象。这是一笔不可节省的开销，公司不要因小失大，捡了芝麻，丢了西瓜。?
(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)服务到家，处处为顾客着想，让顾客有宾至如归的感觉。比如洗手池边准备好肥皂、毛巾；顾客要打包，店里应备有方便盒等等。?
(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. ?
作为中国人，我们对国货有一种特殊的感情，总希望中国的东西最好。我们祝愿永和豆浆越办越好，超过麦当劳，走出国门，赢得世界！
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!
