Explore the Marketing Strategy of McDonald's After Digital Transformation

Hansong Tian ()
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Hansong Tian: The University of New South Wales

A chapter in Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022), 2022, pp 447-451 from Springer

Abstract: Abstract From 2016 to 2020, with the development and innovation of science and technology, the era of big data is coming in China, and more and more industries choose to combine development with network big data. Among them, McDonald's, one of the representatives of the fried chicken hamburger category head, also took the lead in choosing digital transformation. McDonald's successfully completed the digital transformation in 5 years, continuing to maintain the strong competitiveness of the fried chicken hamburger fast-food industry head enterprise, and attracting more consumers to consume. This paper will deeply explore the marketing strategy adopted by McDonald's after the digital transformation, and make a comparative analysis of the competitive advantages of digital marketing strategy compared with traditional marketing strategy, and then show how McDonald's after the digital transformation solves the pain points in the customer journey. The conclusion of the study is that McDonald's uses big data, network social media and other ways to provide more personalized products and services, increase consumers’ engagement and sense of empowerment and thus gain a huge competitive advantage. The close connection between digital processes, personalized products and consumers’ mutual benefit is the reason for McDonald's strategy and competitive advantage. In addition, this paper believes that digital transformation is urgent and necessary for China's fried chicken and hamburger fast food industry, only in this way can it occupy a larger market share and gain more competitive advantages in the era of big data.

Keywords: Mobile apps; Takeout; Hamburger fried chicken; Social media; Big data (search for similar items in EconPapers)
Date: 2022
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DOI: 10.2991/978-94-6463-036-7_66

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