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id="113nz33" class="article"> <h3 class="artTitle"> <a>麥當(dāng)勞求包養(yǎng)不成就此倒下？看懂這個(gè)全球老大，方知自己淺??！</a> </h3> <p class="detailBox"> <span id="133l113" class="artAuthor">楊江濤</span> · <span id="111ztv5" class="artTime">2016-10-21 15:58:29</span> <span id="3f1vr5b" class="artSource">來源：紅餐網(wǎng)</span> <em class="artRead"> 2161 </em> </p> <div id="d1ln3td" class="artCon"> <p style="">麥當(dāng)勞、肯德肯這兩個(gè)西式快餐巨頭在中國遭遇財(cái)報(bào)危機(jī)，賣身求包，一時(shí)居然無人敢出手接盤。<br/></p><p style="margin-top:23px;">但這并不說明兩大巨頭已經(jīng)日薄西山，只要有合適的契機(jī)，解決了瓶頸，他們背后的體系依然能夠支撐巨頭一飛沖天。</p><p style="margin-top:23px;">把不太好吃的產(chǎn)品做到全球老大，麥當(dāng)勞的秘密，不在于產(chǎn)品層面，而在于你看不到的背后。</p><p style="margin-top:23px;">麥當(dāng)勞的體系中國餐飲企業(yè)并沒有完全看透的，所以，擅長山寨的中國迄今尚未出現(xiàn)麥當(dāng)勞式的企業(yè)。</p><p style="margin-top: 23px; text-align: center;"></p><p style="margin-top:23px;">有人在美國做過一項(xiàng)調(diào)查，問美國的家庭主婦：誰能保證自己做的食品比麥當(dāng)勞的好吃？結(jié)果超過一半的家庭主婦都舉了手。</p><p style="margin-top:23px;">繼續(xù)問：誰能把麥當(dāng)勞經(jīng)營這么大？再也沒有人舉手了。</p><p style="margin-top:23px;">不是說，好吃走遍天下嗎？既然麥當(dāng)勞做的東西沒那么好吃，為什么成為世界上頭號(hào)連鎖餐飲企業(yè)？難道大家的舌頭都聾了嗎？“一招鮮吃遍天”失效了嗎？</p><p style="margin-top:23px;">麥當(dāng)勞的漢堡比漢堡王的好嗎？沒有！</p><p style="margin-top:23px;">麥當(dāng)勞的炸雞塊兒比肯德基好嗎？也趕不上！</p><p style="margin-top:23px;">但偏偏為什么麥當(dāng)勞才是一流的？這就奇了怪了。</p><p style="margin-top:23px;">說白了，麥當(dāng)勞經(jīng)營的是文化。</p><p style="margin-top:23px;">文化懂嗎？這種虛頭巴腦的東西，經(jīng)常會(huì)讓我們認(rèn)為是忽悠。但奇怪的是，人家竟然忽悠成功了。這就逼迫我們不得不用形而上的非理性來解釋這種現(xiàn)象。</p><p style="margin-top:23px;">如果說像豪車、名包這樣的產(chǎn)品有附加價(jià)值的話，那么一個(gè)快餐有什么附加價(jià)值可言？不就是吃個(gè)飯嗎？吃完抹嘴走人，能做個(gè)什么附加價(jià)值？</p><p style="margin-top:23px;">像快餐這種中低介入的消費(fèi)，當(dāng)然不可能帶來面子上的附加價(jià)值，但當(dāng)它本身能代表某種意義的時(shí)候，這個(gè)品牌就具有了文化的意義。就如同當(dāng)初可樂也曾代表美國文化一樣。</p><p style="margin-top:23px;">而文化除了具有這些象征意義，還能降低平均成本，文化的復(fù)制是沒有成本的。</p><p style="margin-top:23px;text-align:center"><br/></p><h2 id="h2Index0" label="標(biāo)題1" style="margin-top: 23px; border-left-color: rgb(255, 68, 68); border-left-width: 10px; border-left-style: solid; text-align: left; font-size: 18px; text-indent: 0.5em; line-height: 22px;"><strong>麥當(dāng)勞指數(shù)，你聽說過嗎？ ?</strong></h2><p style="margin-top:23px;">先說說標(biāo)準(zhǔn)化，我們?nèi)匀灰喳湲?dāng)勞的標(biāo)準(zhǔn)化為例。因?yàn)槔贤飧瞄L過程管理，而中國人的傳統(tǒng)觀念中更認(rèn)同目標(biāo)管理。</p><p style="margin-top:23px;">所謂的目標(biāo)管理，就是黑貓白貓理論的另外一種化身。以做菜來論，就是不管你有什么手段，只要做的夠好吃就行。同樣一個(gè)廚師，這一次做的菜可能非常好吃，可是下一次可能會(huì)差一點(diǎn)，就帶來了出品的不穩(wěn)定性；而不同的廚師風(fēng)格截然不同，所以國內(nèi)的餐飲是千差萬別。</p><p style="margin-top:23px;">而老外更奉行過程管理，要求的不是你把菜做的最好吃，而是要求你把所有菜做的口感更穩(wěn)定，所以對做菜的每一個(gè)環(huán)節(jié)，都會(huì)做數(shù)據(jù)記錄，經(jīng)過多次反復(fù)的調(diào)試，他們<strong>得出來的不是一道好吃的菜，而是一套標(biāo)準(zhǔn)化的流程。</strong></p><p style="margin-top:23px;">因?yàn)橛辛诉@個(gè)標(biāo)準(zhǔn)化的流程，不會(huì)因?yàn)楦鼡Q了廚師導(dǎo)致菜品產(chǎn)生變化。這種數(shù)據(jù)化的生產(chǎn)流程，更利于建立橫向的鏈接。無論你是在北京還是倫敦，還是里約熱內(nèi)盧，只要按照這種數(shù)據(jù)化的流程去操作，菜品的出品是一樣的。</p><p style="margin-top:23px;">老外把餐飲工業(yè)化了，就像立頓的茶包一樣，口感可能非常一般，但是今天的一包立頓茶的口感，跟50年前的立頓茶的口感是一樣的。而中國的茶飲受氣候影響，同一片茶園產(chǎn)出的茶品因天氣的不同而可能完全不同。</p><p style="margin-top:23px;">標(biāo)準(zhǔn)化可以讓商品得以橫向擴(kuò)展，可以讓商品自由流通。</p><p style="margin-top:23px;">國際上有一條重要的財(cái)經(jīng)指數(shù)，就是<strong>麥當(dāng)勞指數(shù)</strong>。麥當(dāng)勞對自己的漢堡進(jìn)行了嚴(yán)苛的標(biāo)準(zhǔn)化，世界上任何一個(gè)麥當(dāng)勞餐廳的漢堡的分量、口感、形狀幾乎一模一樣。標(biāo)準(zhǔn)化的麥當(dāng)勞漢堡，用來衡量各國貨幣的購買力，其衡量價(jià)值近乎黃金。</p><p style="margin-top:23px;">所以我們就理解了，為什么麥當(dāng)勞的食物種類永遠(yuǎn)那么稀少，主流產(chǎn)品永遠(yuǎn)都是漢堡、薯?xiàng)l、可樂。因?yàn)槠渌称返募尤?，?huì)妨礙他們的標(biāo)準(zhǔn)化。</p><p style="margin-top:23px;text-align:center"><br/></p><h2 id="h2Index1" label="標(biāo)題1" style="margin-top: 23px; border-left-color: rgb(255, 68, 68); border-left-width: 10px; border-left-style: solid; text-align: left; font-size: 18px; text-indent: 0.5em; line-height: 22px;"><strong>服務(wù)不能標(biāo)準(zhǔn)化，就不具備復(fù)制的價(jià)值 ?</strong></h2><p style="margin-top:23px;">這種標(biāo)準(zhǔn)化同樣體現(xiàn)在麥當(dāng)勞的服務(wù)上，比如擦桌子，不是擦干凈就算了，而是必須按照標(biāo)準(zhǔn)擦五遍。</p><p style="margin-top:23px;">仔細(xì)看看麥當(dāng)勞的內(nèi)部服務(wù)。那些拖地的服務(wù)員，他們的拖把在拖地時(shí)都近乎垂直，而不是橫著拉鋸一樣。在麥當(dāng)勞的眼里，人應(yīng)該像機(jī)器一樣的標(biāo)準(zhǔn)化去工作。</p><p style="margin-top:23px;">而在海底撈這樣的企業(yè)，他們認(rèn)為人是有主觀能動(dòng)性的，應(yīng)該主動(dòng)去激發(fā)這些員工，進(jìn)行創(chuàng)造性的服務(wù)。這種東西在麥當(dāng)勞是不允許的，因?yàn)橛羞`了標(biāo)準(zhǔn)化。</p><p style="margin-top:23px;">所以比拼服務(wù)，本質(zhì)上不是標(biāo)準(zhǔn)化的產(chǎn)物。</p><p style="margin-top:23px;">我來一家飯店，主要目的是為了愉快的就餐，而不是為了尋找所謂的創(chuàng)造感動(dòng)。商業(yè)就是商業(yè)，以公平交易為主旨，創(chuàng)造情感依賴和情緒感動(dòng)，這種關(guān)系好像在親朋之間更為貼切。那么多細(xì)致入微的貼心服務(wù)。是不是太“事”了？</p><h2 id="h2Index2" label="標(biāo)題1" style="margin-top: 23px; border-left-color: rgb(255, 68, 68); border-left-width: 10px; border-left-style: solid; text-align: left; font-size: 18px; text-indent: 0.5em; line-height: 22px;"><strong>吃飯與上床都是心情愉悅的場所 ?</strong></h2><p style="margin-top:23px;">如果你認(rèn)為這才是麥當(dāng)勞獲勝的必要條件，那就錯(cuò)了，這些只是基本條件，麥當(dāng)勞最厲害的是對顧客心智的占領(lǐng)。</p><p style="margin-top:23px;">麥當(dāng)勞對外的定義是快餐不假，但其核心價(jià)值卻是歡樂。這才抓住了快餐業(yè)的行業(yè)本質(zhì)。人在吃東西的時(shí)候，一般來說心情都是好的。所以為什么我們喜歡跟客戶在餐桌上談生意？因?yàn)槿嗽诔詵|西的時(shí)候，情緒會(huì)變得更好，心態(tài)也更加開放，很多條件容易達(dá)成。</p><p style="margin-top:23px;">當(dāng)然這也是餐飲重要的社交價(jià)值，跟某個(gè)人吃過飯，和跟某個(gè)異性上過床，道理是一樣的，關(guān)系會(huì)更進(jìn)一步。</p><p style="margin-top:23px;">但麥當(dāng)勞絕對不會(huì)泛泛而談餐飲導(dǎo)致的快樂，而是進(jìn)一步把目標(biāo)對象鎖定在兒童。相對于成人，歡樂對于孩子更加重要。孩子對這種愛是與生俱來的。隨著人年齡的增長，對于家庭溫暖的需要是漸漸淡化的。</p><p style="margin-top:23px;">這就解釋了為什么那么多光棍，一旦過了30歲，就漸漸適應(yīng)了一個(gè)人吃飽全家不餓的自由生活。在家庭生活的溫暖和束縛的二元悖論里，他們寧可拋棄溫暖，選擇冷感的自由。而在童年的孩子，對于家庭的溫暖感是極其依賴的。這才是麥當(dāng)勞最看重的。</p><p style="margin-top:23px;">漢堡王把漢堡做得更大更好吃，以為在產(chǎn)品面的優(yōu)勢能戰(zhàn)勝麥當(dāng)勞，簡直是南轅北轍的努力。孩子們更需要的是這種氛圍，這種溫暖感，而不是漢堡更大一點(diǎn)，這些差別是大人們關(guān)注的。</p><p style="margin-top:23px;">如果大家還有印象的話，應(yīng)該記得早些年剛到中國來的肯德基是藍(lán)色的門頭，而今跟麥當(dāng)勞越來越像都換成了暖色調(diào)。</p><p style="margin-top:23px;">如果進(jìn)一步思考，你會(huì)發(fā)現(xiàn)很多品牌風(fēng)格越來越趨同。比如啤酒的廣告。大家都開始走輕松幽默的風(fēng)格調(diào)性。因?yàn)檫@個(gè)趨同性就是這個(gè)行業(yè)的本質(zhì)。</p><p style="margin-top:23px;">很顯然，麥當(dāng)勞的理解段位高了一個(gè)層次，他第一時(shí)間抓住了這個(gè)行業(yè)本質(zhì)。</p><p style="margin-top:23px;text-align:center"><br/></p><h2 id="h2Index3" label="標(biāo)題1" style="margin-top: 23px; border-left-color: rgb(255, 68, 68); border-left-width: 10px; border-left-style: solid; text-align: left; font-size: 18px; text-indent: 0.5em; line-height: 22px;"><strong>利用自己的品牌力享受地產(chǎn)紅利 ?</strong></h2><p style="margin-top:23px;">當(dāng)然，麥當(dāng)勞還有一個(gè)重要的殺手锏，那就是他本身還是做房地產(chǎn)的。</p><p style="margin-top:23px;">麥當(dāng)勞非常明白自己的品牌價(jià)值、標(biāo)桿作用。很多時(shí)候麥當(dāng)勞成了一個(gè)商圈的地標(biāo)，當(dāng)麥當(dāng)勞入住到一個(gè)商圈后，他不會(huì)僅僅要求300平方米的鋪面，而是要更多的面積。</p><p style="margin-top:23px;">這就是麥當(dāng)勞的品牌優(yōu)勢。麥當(dāng)勞可以反過來要求商業(yè)地產(chǎn)公司把更多鋪?zhàn)庖愿阋说膬r(jià)格租給自己，他一邊開店一邊堂而皇之當(dāng)起了“二房東”。據(jù)說，麥當(dāng)來只有20%的盈利來源于餐飲，80%的盈利來源于放租的收益。</p><p style="margin-top:23px;">所以，當(dāng)全國性的地價(jià)上漲之后，特別是一線城市，只有麥當(dāng)勞可以做到同城同價(jià)。而肯德基的收益幾乎都來源于餐飲，只能根據(jù)不同的鋪?zhàn)狻⑼遣煌瑑r(jià)了。</p><p style="margin-top:23px;">無疑，麥當(dāng)勞在價(jià)格上就控制住了其標(biāo)準(zhǔn)化。商業(yè)地產(chǎn)的收益又為其品牌標(biāo)準(zhǔn)化提供了更寬松的空間。</p><p style="margin-top: 23px;">如果用狡兔三窟來形容麥當(dāng)勞一點(diǎn)也不為過，無論是標(biāo)準(zhǔn)化的管理模式，還是在意識(shí)形態(tài)上對顧客心智的占據(jù)，還有對商業(yè)模式的把控，麥當(dāng)勞都做到了極致。對于麥當(dāng)勞，我們不能僅僅從外在的識(shí)別上去學(xué)習(xí)，而是要更深入地了解他們操作的秘訣，才能真正學(xué)到精髓。</p><p style="margin-top: 23px;"><span style="color: rgb(192, 80, 77);">本文作者楊江濤（微信：yangjiangtaoweixin），紅餐網(wǎng)專欄作者；轉(zhuǎn)載請注明作者姓名和“來源：紅餐網(wǎng)”；文章內(nèi)容為作者個(gè)人觀點(diǎn)，不代表紅餐網(wǎng)對觀點(diǎn)的贊同或支持。加入作者專欄請聯(lián)系小編微信：cjm1900</span></p> </div> </div>    <div id="fz5h1bd" class="manageBox">  <ul class="manage" style="display: 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background-size: cover; width: 100%; height: 100%; display: inline-block; } @media screen and (min-width:1280px) { .fixedBox { margin-left: 620px; } .good_project .img li { height: 126px !important; } } @media screen and (max-width:1300px) { .fixedBox { margin-left: 471px; } .good_project .img li { height: 116px !important; } } @media screen and (min-width:1280px) { .fixedBox { margin-left: 620px; } .good_project .img li { height: 126px !important; } .wechat img { height: 126px !important; } } @media screen and (max-width:1300px) { .fixedBox { margin-left: 471px; } .good_project .img li { height: 103px !important; } .wechat img { height: 103px !important; } } </style>  <script type="text/javascript" src="/web/pc/js/article.js?1.3.8"></script>  <script> window._bd_share_config = { "common": { "bdSnsKey": {}, "bdText": "", "bdMini": "2", "bdMiniList": false, "bdPic": "", "bdStyle": "2", "bdSize": "16", "bdCustomStyle": '/web/pc/css/bdShare.css' }, "share": {} }; with(document) 0[(getElementsByTagName('head')[0] || body).appendChild(createElement('script')).src = 'http://bdimg.share.baidu.com/static/api/js/share.js?v=89860593.js?cdnversion=' + ~(-new Date() / 36e5)]; </script> <script type="text/javascript"> $(".artCon img").each(function(){ var base_url = "https://img.canyin88.com"; var source_src = $(this).attr('src'); console.log("source" + source_src); if(source_src.indexOf("http") >= 0) { return true; } if(source_src.indexOf("https") >= 0) { return true; } var full_url = base_url + source_src; $(this).attr('src',full_url); }); </script> <script type="text/javascript"> $("#submit_btn").click(function(){ var url = "/comment/add"; var article_id = "43750"; var content = $("#msg").val(); if (!content) { alert("內(nèi)容不能為空"); return ; } var data = { article_id : article_id, content : content, _token:"Tyi9MTJpDoelhxzC54gyBpJIUTfPJKI8s4yySQVh" }; $.ajax({ url: url , type: "POST", data: data, beforeSend: function() { $(this).html('操作中'); } }).done(function(data) { if (data.status == 0) { alert(data.msg); return; } if (data.status == 1) { location.reload(); return } console.log(data); }) .fail(function(jqXHR, ajaxOptions, thrownError) { alert('服務(wù)未響應(yīng)……'); }); }); </script> <script type="text/javascript"> function canSubmit(){ if( $("#msg").val() !=='' ){ $("#submit_btn").addClass('on_submit'); }else{ $("#submit_btn").removeClass('on_submit'); } } </script> <script type="text/javascript"> $(".doLink").click(function(){ //alert('dolink'); var url = "/praise/add"; var article_id = "43750"; var data = { article_id : article_id, _token:"Tyi9MTJpDoelhxzC54gyBpJIUTfPJKI8s4yySQVh" }; $.ajax({ url: url , type: "POST", data: data, beforeSend: function() { $(this).html('操作中'); } }).done(function(data) { if (data.status == 0) { login(); //alert(data.msg); return; } if (data.status == 1) { var like_count = $('#like').text(); if($(".like").hasClass("likeOn")){ $(".like").removeClass("likeOn") like_count --; }else{ $(".like").addClass("likeOn") like_count ++; } if (like_count <= 0) { $('#like').html(""); return; } $('#like').html(like_count); } console.log(data); }) .fail(function(jqXHR, ajaxOptions, thrownError) { alert('服務(wù)未響應(yīng)……'); }); }); </script> <script type="text/javascript"> $(".doCollect").click(function(){ var url = "/collect/add"; var article_id = "43750"; var data = { article_id : article_id, _token:"Tyi9MTJpDoelhxzC54gyBpJIUTfPJKI8s4yySQVh" }; $.ajax({ url: url , type: "POST", data: data, beforeSend: function() { $(this).html('操作中'); } }).done(function(data) { if (data.status == 0) { login(); return; } if (data.status == 1) { if($(".collect").hasClass("collectOn")){ $(".collect").removeClass("collectOn") }else{ $(".collect").addClass("collectOn") } } console.log(data); }) .fail(function(jqXHR, ajaxOptions, thrownError) { alert('服務(wù)未響應(yīng)……'); }); }); </script> <script type="text/javascript"> function PostReply(cid,aid,root_comment_id){ var url = "/reply/add"; var article_id = "43750"; var content = $(".scomment").val(); if (!content) { alert('評論不能為空'); return ; } var data = { article_id : aid, _token:"Tyi9MTJpDoelhxzC54gyBpJIUTfPJKI8s4yySQVh", root_comment_id:root_comment_id, comment_id:cid, content:content }; $.ajax({ url: url , type: "POST", data: data, beforeSend: function() { $(this).html('操作中'); } }).done(function(data) { if (data.status == 0) { login(); //alert(data.msg); return; } if (data.status == 1) { location.reload(); //$(".collect").addClass("collectOn") } console.log(data); }) .fail(function(jqXHR, ajaxOptions, thrownError) { alert('服務(wù)未響應(yīng)……'); }); } </script> <script type="text/javascript"> //緩存原因需要伊布執(zhí)行文章狀態(tài). var url = "/status?id=43750"; $.ajax({ url: url , type: "GET", beforeSend: function() { } }).done(function(data) { console.log('status...'); if (data.status == 0) { return; } if(data.is_priaise == 1){ $(".like").addClass("likeOn"); } if(data.is_collect == 1){ $(".collect").addClass("collectOn"); } if (data.clicked && data.clicked > $('.artRead').text()) { $('.artRead').html(data.clicked); } }) .fail(function(jqXHR, ajaxOptions, thrownError) { //alert('服務(wù)未響應(yīng)……'); }); </script> </html>