INew Media Marketing Strategies of McDonald’s New Media Marketing Strategies of McDonald’sAbstractThanks to the development of media technology and the changing needs of social information, more and more companies have felt the expanding influence and development trend of new media, realizing the superiority of new media marketing compared with traditional marketing models, so they are increasingly using new media marketing to achieve better brand marketing effect. Under such circumstances, McDonald’s has followed the trend of the times and used new media for diversified marketing. This paper, choosing McDonald’s new media marketing as the case to study, analyzes the new media marketing strategy of the catering industry, summarizes the advantages of its new media marketing and the opportunities as well as challenges for IIits future development, and finally draws a conclusion that in today’s era where opportunities and challenges coexist, the catering industry needs to use new media means for marketing in order to achieve marketing diversification and further development.Keywords: McDonald’s, new media, marketing strategy麦当劳的新媒体营销策略摘 要随着媒体技术的发展和社会信息需求的变化，越来越多的公司感受到了新媒体的影响力和发展趋势，意识到新媒体营销相对于传统营销模式的优势，因此越来越多地使用新的媒体营销以达到较好的品牌营销效果。在这种情况下，麦当劳顺应时代潮流，并使用新媒体进行多元化的营销。本文以麦当劳的新媒体营销为例，分析了餐饮业的新媒体营销策略，并总结了此种营销策略的优势、发展的机遇与挑战，最后得出结论：当今时代，机遇与挑战并存，餐饮业需要使用新的媒体手段进行营销，以实现营销的多元化，推动其进一步发展。 关键词：麦当劳；新媒体；营销策略IIIContentsAbstract.........................................................................................................................Ⅰ摘 要............
