An analysis of fast food strategies in China and of Chinese ideas about fast food.
Written in 2008; 13,850 words; 91 sources; MLA; $ 249.95
Paper Summary:
This paper discusses the popularization of fast food in China in the light of developments in China in the last three decades. Much attention is paid to how Chinese perceive Western fast food, and how fast food has become a part of a "new way of life". This paper also takes a closer look at the localization of marketing strategies by taking the involvement of McDonald's in the Olympic Games of 2008 as an example. The last chapter is dedicated to critical voices in China towards fast food. A comparison is made showing how criticism outside China differs from the criticism in China. This paper contains figures and graphs.
Outline:
Introduction
Changes in Chinese Society since 1978
Open Door Policy
One-Child Policy
Rising Expectations and Pressures
Children as Target Group of Western Food Companies
The Introduction and Popularization of Western Fast Food in China
Characteristics of "Western" Style Fast Food Management
Emergence of Fast Food Restaurants in China
The Perception of Western Fast Food by Chinese Customers
Weidong on the Difference between Traditional Chinese Cuisine and Western Fast Food
McDonald's Presentation in China
First Impressions
Attention for the Little Kids
McDonald's and the Olympic Games
Teenagers and Young Adults
Overall Analysis
The "Brand" McDonald's
Critical Voices in China towards Fast Food
McLibel
"Supersize Me"
Shanghu: A Concern about Fast Food from Traditional Chinese Medicine
Unclean Contents of Fast Food
Overweight and Obesity among Chinese Children
Neglect of Labor- and Environment-related Issues in Chinese Criticisms on Fast Food
Conclusion
Bibliography
Appendix
Glossary
From the Paper:
"Eating at fast food restaurants has become an important way for young Chinese people who want to define themselves as middle-class professionals. Young couples from all social strata are also frequenters of western fast food restaurants, because the eating environment is considered romantic and comfortable. The restaurants with its climate-controlled environment are brightly lit, clean and feature light Western music. It has become a place to "hang out", a function that contradicts its original American purpose. Most Chinese customers claim their tables for longer periods of time than do their American counterparts. Lots of Chinese students come to KFC and McDonald's to relax and they regard these places as a symbol of leisure. The restaurants are not only appropriated as leisure centers, but also as public arenas for various personal and family rituals."
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