篇一：论麦当劳企业文化建设
课程设计报告书
题 目论麦当劳企业文化建设 学生所在学院经济管理学院专 业工商管理 学 号12113321 学 生 姓 名李霞 指 导 教 师张俊杰起 止 日 期
论麦当劳企业文化建设
摘要： 企业文化是人类文化、民族文化发展的结果，是商品经济高度发展的工业社会特有的社会文化现象，有企业和企业管理的存在就有企业文化，它给企业带来了有形的和无形、经济的和社会的双重经济效益，是促进企业经营业绩和经济增长的有效手段和精神力量，可以说企业文化建设是决定企业经营成败的关键。麦当劳之所以发展成为全球最为成功的快餐店之一，与它独特的企业文化是密切相关的，采用家庭式快乐的经营方式，设立“QSCV”的经营理念，也就是品质、服务、卫生、价值四者为经营理念核心，这种内在的精神文化是麦当劳发展的根本所在，本文正是对麦当劳这种企业文化进行分析，表明企业文化建设的重要性。因此，加强企业的文化建设已经成为企业发展过程中必不可或缺的一部分。
关键词：QSCV ，CIS战略，企业文化，发展
目录
论麦当劳企业文化建设................................................................................................................... 1
摘要 .................................................................................................................................................. 2
1绪论 ....................................................................................................................................... 4
1.1麦当劳简介 ................................................................................................................. 4
1.2麦当劳经营理念 ......................................................................................................... 4
1.3麦当劳的组织文化建设 ............................................................................................. 5
2麦当劳CIS战略 ................................................................................................................... 7
2.1 BI .............................................................................................................................. 7
2.2 VI .............................................................................................................................. 7
3麦当劳企业文化的作用........................................................................................................ 8
4结论 ....................................................................................................................................... 9
参考文献 ............................................................................................................................(转载自：www.xiaocaOfaNWen.com 小草 范 文 网:麦当劳企业文化)............ 10
1绪论
企业文化是伴随着企业长期生产经营活动实践逐步形成和发站起来的，优秀的企业文化是时代精神的具体化，企业文化是一种集体文化，能够鼓励每一个员工为实现预定的目标而协调一致的工作，能够影响社会，为社会提供正能量。
1.1麦当劳简介 麦当劳是由麦克和迪克两位犹太兄弟于1937年创建的。目前，麦当劳是全球大型跨国连锁快餐餐厅，在全球119个国家拥有3万多家分店，主要售卖汉堡包，以及薯条、炸鸡、汽水、冰品、沙拉、水果等快餐食品。在中国，直至1999年底，麦当劳以开设两百五十多家餐厅。麦当劳是当今世界上最成功的快餐连锁店之一，顾客走进任何一个地方的任何一家麦当劳餐厅，都会发现，这里建筑外观、室内陈设、食品规格和服务员的言谈举止，衣着服饰等很多方面都是惊人的相似，都能给顾客同样的标准享受。
1.2麦当劳经营理念 （1）“Q”：品质和质量。麦当劳对原材料的标准要求极高，例如：面包不圆和切口不平都不用，奶浆接货的温度要在4摄氏度以下，否则就退货。一片小小的牛肉饼也要经过40多项的质量控制检查。因为，麦当劳对顾客的承诺时永远让顾客享受到品质最新鲜、味道最纯正的食品，正是注意这些细节，使麦当劳建立起了很高的信用。
（2）“S”：服务。微笑服务是麦当劳的特色，走进每一家麦当劳餐厅，所有的店员都是面带微笑，微笑活泼亲切的和顾客交谈，让顾客享受到如沐春风的感觉，感到很温暖舒心。因为，每个进入麦当劳的员工都需要进行系统的训练的，全体员工实行快捷、友善的服务，为顾客提供最好的用餐体验。
（3）“C”：卫生和清洁。在麦当劳，员工在上岗操作之前，会用严格的用杀菌的洗手液进行消毒，并且规定两手揉搓时间至少20秒再冲洗，再用烘干机将手烘干，如果是触摸了头发或者是衣物等东西就需要重新进行消毒杀菌。并且，所有的餐盘餐具都会在打烊后进行彻底的清洗消毒，连餐厅也要进行全面仔细的清洁，餐厅门前也必须保持干净。
（4）“V”：价值。为“提供原有价值的高品质物品给顾客”，也就是说价格合理或者是物有所值，麦当劳给顾客提供的食物讲究颜色、味道、营养，价格与所提供的服务相一致；同时，麦当劳还注重餐厅的整体环境，给顾客提供舒适宜人的环境，让顾客在品尝食物的同时也感受到真正的物有所值。现代社会逐渐形成了高品质化的水准，而且消费者的喜好也趋近于多样化，麦当劳强调价值，也就是说要创造和附加新的价值。
麦当劳在创业初期，设立的经营理念只有前三点，在后来的发展中又加上了“V”信条，构成了麦当劳现在完整的“QSCV”经营理念,这使得麦当劳的企业文化更加完善，这一经营理念让麦当劳在往后的发展中更加具有优势，也是别的企业怎么也难以模仿的独特之处。
1.3麦当劳的组织文化建设
（1）物质文化建设
象征麦当劳餐厅人物的偶像：麦当劳叔叔，是友谊、风趣、祥和的象征，他总是传统马戏团小丑的打扮，黄色的连体裤，红白条纹的花衬衫，白色的短袜，大红色的鞋子，一副白色的手套，再加上一头爆炸的红短发，看起来搞笑又好玩。在美国儿童的心中，他是仅次于圣诞老人的人物，在每一家麦当劳餐厅门口总是能看到麦当劳叔叔在和小朋友一起玩笑，逗孩子们开心，微笑着迎接每一位顾客，每逢节假日，麦当劳叔叔都会拿着优惠传单向街上的路人发放，他象征这麦当劳是大家永远的朋友。麦当劳的消费者定位在4—10岁的儿童，因此，餐厅的内部还设有儿童游乐场，以及放有各种儿童玩具，充分考虑到了消费人群的特点，这也是麦当劳深受孩子们喜欢的重要原因。另外，店内还设有免费的WiFi，顾客在店里享受食物的同时，还可以体验免费上网，得到暂时的放松，麦当劳从这些细节上为顾客考虑，更能赢得消费者的心。
麦当劳的企业标志是一个黄色的弧形的M，以稍暗色的红色为辅助色，从色彩感来说，黄色，容易让人联想到价格便宜，而红色能让人感觉到热情温暖的气氛，无论在什么样的天气里，黄色和红色的视觉性都是很强的，都很容易就能看见；其次，M字的弧形造型非常柔和，就像是卡通片里的建筑，餐厅的外观也是以红色的和黄色为主色调，两者相搭配起来，看起来很柔和，让人有走进店里的强烈愿望。
麦当劳的企业标志以及物质层次变化最终建立了统一的企业形象，并且建立了个性鲜明的品牌形象，今天麦当劳已经发展成为总所周知的大品牌。
（2）制度文化建设
篇二：麦当劳企业文化的三个层
麦当劳企业文化的三个层 麦当劳企业文化是一种家庭式的快乐文化，强调其快乐文化的影响，和蔼可亲的麦当劳大叔、金色拱门、干净整洁的餐厅、面带微笑的服务员、随处散发的麦当劳优惠券等消费者所能看见的外在的麦当劳文化，麦当劳创始人雷·克洛克认为，快餐连锁店要想获得成功，必须坚持统一标准，并持之以恒地贯彻落实。
当你光顾麦当劳快餐店的时候，就会遇到穿着整洁，彬彬有礼的脸孔笑面相迎。“麦当劳叔叔”向你招手微笑，逗你发笑，使顾客享受到一种温暖的家庭的欢乐气氛。儿童们甚至把餐厅当作乐园，当作是属于自己的世界。
麦当劳企业文化主要有：物质文化、制度文化、精神文化。
1、物质文化层
和蔼可亲的麦当劳大叔、金色拱门、干净整洁的餐厅、面带微笑的服务员、随处散发的麦当劳优惠券等消费者所能看见的外在的麦当劳文化。
麦当劳大叔是友谊、风趣、祥和的象征，他总是传统马戏小丑打扮，黄色连衫裤，红白条的衬衣和短袜，大红鞋，黄手套，一头红发。他在美国4－9岁儿童心中，是仅次于圣诞老人的第二个最熟悉的人物，他象征着麦当劳永远是大家的朋友。
金色拱门：麦当劳的企业标志是弧形的“M”字母，以黄色为标准色，稍暗的红色为辅助色，黄色让人联想到价格的便宜，而且无论什么样的天气里，黄色的视觉性都很强。“M”字母的弧形造型非常柔和，和店铺大门的形象搭配起来，令人产生走进店里的强烈愿望。
2、制度文化层
餐厅制定了规范化的行为标准，员工们严格按标准的程式运转。麦当劳创始人雷·克洛克认为，快餐连锁店要想获得成功，必须坚持统一标准，并持之以恒地贯彻落实，麦当劳将他的行为规范概括为四条：
就在第一家麦当劳餐厅诞生后的第三年，克洛克就制定出了第一部麦当劳营运训练手册 (Q&TManual)，该手册详细记载麦当劳的有关政策、餐厅各项工作的程序和方法。在总结经验和吸取最新管理成果的基础上,公司每年都要对该手册进行修改和完善。40多年来,营运训练手册已成为指导麦当劳运转的“圣经”。
公司还制定了岗位观察检查制度，把全部工作分为20多个工作站。每个工作站都建立了岗位观察检查表(Station Observation Checklist,SOC), 详细说明该岗位职责及应注意事项等。新员工进入公司,要接受岗位培训,包括看岗位标准操作录象带,进行有专人辅导的操作练习等。管理者要对员工的实际操作情况进行跟踪,员工的岗位完成情况要记入岗位观察检查表。据说这样做的目的,一方面有利于总结经验,追求科学完美的管理境界;另一方面,通过检查员工的岗位观察检查表,可以进行考核,决定录用、升降和奖惩。
麦当劳管理人员都有一本袖珍品质参考手册(PocketGuide),上面载有诸如半成品接货温度、储藏温度、保鲜期、成品制作温度、制作时间、保存期等指标,还有关于机器设备方面的数据。有了这种手册,管理人员就可以随时随地进行检查和指导,发现问题及时纠正,保证产品质量能够达到规定标准。
为提高管理人员自身的素质,为餐厅培养高级管理人才,公司设计了一套管理发展手册(MDP),该手册实际上是具有麦当劳特色的餐厅管理教科书，即结合麦当劳的实际情况，讲解餐厅管理的方法，同时给出大量案例，要求经理们结合实际工作来完成。当管理人员掌握了一定的理论与实践知识后，还要系统学习一些相应课程，如基本营运课程、基本管理课程、中级营运课程、机器课程。在完成上述学习后，要想担当餐厅经理，还必须到美国汉堡大学进修高级营运课程。
3、精神文化层
麦当劳能成为世界上最成功的快餐连锁店，就在于有一套独特的经营理念，正是凭着这套经营理念，使麦当劳走向一个又一个辉煌。简单说，麦当劳的经营理念可以用四个字母来代表，即Q、S、C、V。具体说，Q代表质量 (quality)、S代表服务(service)、C代表清洁(cleanliness)、V代表价值(value)。这一理念是由麦当劳的创始人雷· 克洛克在创业之初就提出来的。几十年来，麦当劳始终致力于贯彻这一理念，说服一个又一个的消费者来品尝他的汉堡。
Q（质量）：为保证食品的独特风味和新鲜感，麦当劳制定了一系列近乎苛刻的指标。所有原材料在进店之前都要接受多项质量检查，其中牛肉饼需要接受的检查指标达到40多个；奶浆的接货温度不超过4℃；奶酪的库房保质期为40天，上架时间为2小时，水发洋葱为4小时，超过这些指标就要废弃；产品和时间牌一起放到保温柜中，炸薯条超过7分钟、汉堡超过10分钟就要扔掉。
S（服务）：麦当劳提倡快捷、友善和周到的服务。麦当劳餐厅的侍应生谦恭有礼，餐厅的设备先进便捷，顾客等候的时间很短，外卖还备有各类消毒的食品包装，干净方便。餐厅布置典雅，适当摆放一些名画奇花，播放轻松的乐曲，顾客在用餐之余还能得到优美的视听享受。有些餐厅为方便儿童，专门配备了小孩桌椅，设立了“麦当劳叔叔儿童天地”，甚至考虑到了为小孩换尿布问题。麦当劳餐厅备有职员名片，后面印有Q、S、C三项评分表，每项分为好、一般和差三类，顾客可以给其打分，餐厅定期对职员的表现给予评判。
C（清洁）：走进麦当劳餐厅，你会感觉到那里的环境清新幽雅、干净整洁。麦当劳制定了严格的卫生标准，如员工上岗前必须用特制的杀菌洗手液搓洗20秒，然后冲净、烘干。麦当劳不仅重视餐厅和厨房的卫生，还注意餐厅周围和附属设施的整洁，连厕所都规定了卫生标准。麦当劳老板认为，如果一个顾客在用餐之后，走进的是一个肮脏不堪的洗手间，很难想象他下次还会再光顾这家餐厅。
V（价值）：所谓价值，就是说要价格合理、物有所值。麦当劳的食品讲求味道、颜色、营养，价格与所提供的服务一致，让顾客吃了之后感到真正是物有所值。同时，麦当劳还尽力为顾客提供一个宜人的环境，让顾客进餐之余得到精神文化的享受，这是无形的价值。
篇三：麦当劳的企业文化--英语作业
McDonald's corporate culture
culture, emphasizing the impact of gay culture, amiable uncle McDonalds golden arches, clean restaurant, smiling staff, McDonald's anywhere distribute coupons and other
consistently implemented. 1, "Q, S, C + V" Spirit: that is, "quality, good service, a clean environment, to provide customers with more valuable food."
2, McDonald's style: the customer first; efficient, fast; "harsh" management. Zhirenshaen.
McDonald's corporate culture is a family-happy culture. McDonald's new cultural imperialism comment was staged in China, emphasizing its impact on gay culture, and even McDonald's said the country will not enter the war. Whether management level with each other to call each other names all together between McDonald's colleagues feel very relaxed, like a family. Employees at work okay to make mistakes, as long as you are not a serious violation of the policies and regulations of the company, McDonald's will not fire you. People that use, everyone has strengths, McDonald's has been advocating for people deserve the public, promote the sharing of experience rather than hypertension. McDonald's does not depend mainly on the movement of persons and staff training to address the problem of development and improvement, the company's annual training costs only amounted to more than 1000 yuan. Employees into the McDonald's family say they have changed, things more organized and more easygoing.
McDonald's headquarters is located in Oak Illinois town, where the U.S. company president Jack - Green Buck and international president James - Kent Lubo leading this multi-billion dollar international company assets.McDonald's is the world's largest restaurant group, opened a McDonald's countries and regions, more than a seat in the United Nations. From 1955 founder Ray - Crocker again Champlain Illinois has opened its first McDonald's, which has more than 25,000 restaurants worldwide. New Zealand is located in the most
southern Seoul Yin Weika its most northern 252 restaurants. Large golden arches of
McDonald's has gained, becoming one of
the children. In the United Kingdom, Japan, Hong Kong and other places, "Ronald McDonald" has become a household name. When they think of "Ronald McDonald" when, naturally
think of McDonald hamburgers, fish fillets package, french fries ...... these delicious dishes.
When you visit McDonald's they will encounter wearing clean, courteous smiling faces greet. "Ronald McDonald" waving to you smile, make you laugh, so that customers enjoy a warm family atmosphere of joy. The children even as Paradise restaurant, as is their own world.
Amiable uncle, McDonald's golden arches, clean restaurant, smiling waiter, everywhere is sending out the McDonald's coupons and other consumers can see outside McDonald's culture. McDonald's uncle is a symbol of friendship, wit, and peaceful, he always traditional circus clown, yellow shirt and trousers, red and white shirt and socks, red shoes, yellow gloves, red hair.He, in the minds of American children aged 4 to 9 is second only to Santa Claus, the second most familiar figure, he is a symbol of McDonald's is everybody's friend forever.
what kind of weather, yellow visual sex is very strong."M" letter of arc modelling is very soft, and shop door image match, cause walked into the store.
2, cultural system
Restaurant made the standardization of behavior standards, the employees in accordance with the standard program operation.McDonald's founder ray he thinks, fast food chains to succeed, we must stick to the uniform standard, and constantly to implementation, McDonald's will his conduct summarized as four:
In the third year after the birth of the first McDonald's restaurant, he set out the first McDonald's operating training manual (Q&TManual), detailing the manual McDonald's related policy, the work procedures and methods of the dining room.On the basis of summing up experience and learn the latest management achievements, the company every year to modify and improve the manual.More than 40 years, operating training manual "bible" has become a guidance of McDonald's.
Company also made the post observation inspection system, the whole work is divided into 20 multiple workstations.Every workstation has established the post observation
we should pay attention to matters, etc.New employees into the company, to accept the job training, including the post standard operation videos, with specialist guidance of operation practice, etc.Managers to employees follow the actual operation, the completion of the jobs for employees to write down position observation checklist.It is said that the aim, on the one hand, is beneficial to sum up experience, the pursuit of scientific and perfect the management of the state;On the other hand, by examining the employees post observation checklist, can undertake assessment, decided to hire, lift and rewards and
punishments.
(PocketGuide), the above carrying such as intermediate goods receiving, storage temperature, freshness, finished product production indices such as temperature,
data.With this manual, managers can be
anywhere at any time for inspection and meet prescribed standards.
In order to improve the management, the quality of its
restaurant for training senior management personnel, the company has designed a set of management development management textbooks, namely, combining with the actual situation of McDonald's, explain the method of restaurant management at the same time, given the vast majority of cases, managers based on actual work to complete.When managers have certain theoretical and practical knowledge, but also learn some corresponding course system, such as the basic operation of the
course, basic management courses, intermediate operating course, machine.After the completion of learning, to act as restaurant manager,3, cultural spirit
McDonald's to become the world's most successful fast
food chain, is to have a another.In short, McDonald's business philosophy can use four letters to represent, namely, Q, S, C, V.Specifically, Q represents quality (quality), S (service) on behalf of the service, C represents clean (cleanliness), V value (value).This concept is the founder of McDonald's ray day at the beginning of the business.For decades, McDonald's has always been committed to carry out this concept, to persuade another consumers to taste his burgers.
Q (quality) : to ensure the unique flavor and freshness of food, McDonald's has made a series of index of harsh judgment.All raw materials before into the shop, to accept a number of quality inspection, one of themNeed to accept the inspection index reached more than 40;Receiving milk slurry temperature does not exceed 4 ℃;Cheese warehouse shelf life for 40 days, shelf time is 2 hours, water Onions for 4 hours, more than the indicators will be abandoned;Products and time card together on the insulation cabinet, French fries, Hamburg for more than 10 minutes more than 7 minutes away.
S (service) : McDonald's advocate quick, friendly and considerate service.Waitresses courtesy at McDonald's restaurants, the restaurant's advanced equipment is convenient, customer waiting time is very short, take-away is equipped with all kinds of disinfection of food packaging, clean and convenient.Restaurant layout design, appropriate put some paintings, flowers, light music, customers in dining and graceful audio-visual enjoyment.Some restaurants for the convenience of children, specially equipped with the children desk and chair, set up the "McDonald's uncle children's heaven and earth", and even considered for baby diapers.McDonald's restaurants have staff card, behind three scale with Q, S, C, each divided into three categories, and generally poor, customer can give their ratings, restaurant regularly to staff performance evaluation.
C (clean) : walk into McDonald's restaurant, you will feel the pure and fresh and elegant environment, clean and tidy.McDonald's has a strict hygiene standards, such as employee
rinse and drying.McDonald's attaches great importance to the dining-room and kitchen health not only, still pay attention to the neat restaurant around and ancillary facilities, even the toilet all provisions of health standard.McDonald's boss believes that if a customer after meal, into a dirty toilet, it is hard to imagine that he will visit the restaurant again next time.
V (value) : the so-called value, that is, to the reasonable price, good value.McDonald's food flavor, color, be particular about nutrition, the price is in line with the services provided by the, let customers feel is really worth after you take it.At the same time, McDonald's also do our best to provide customers with a pleasant environment, let the