Abstract:Eating out has always been a popular leisure activity. Out of the vast market of restaurant chains, McDonald’s is without a doubt the world’s largest and fastest growing company, with more than 23,000 restaurants in 109 countries, serving food and drink to 38 million customers daily. There are not many other brands that can match the success of McDonald’s “Golden Arches” logo which is reputedly now more recognized than the Christian Cross. What are the critical factors for McDonald’s success? This paper will tell you the secret of McDonald’s success from the following parts: their Q.S.C.V. culture; the quality chaining and equal opportunity to every single employee; the prevailing use of the international franchise system and so on. From all these factors, I will give some suggestions of management to China’s company and sincerely hope the reader can learn some management skills from McDonald’s success.

Key words: McDonald’s; Q.S.C.V.; Franchisees; Employee; Marketing mix

中文摘要:外出就餐如今已经成为一项流行的休闲活动。在109个国家开了超过23，000间分店，每天为380万人口提供食品及饮料的麦当劳无疑是世界庞大餐饮行业中规模最大，发展最快的餐饮店。麦当劳的黄金门商标就像基督教的十字架一样广为人知，几乎没有哪一个品牌可以媲美麦当劳这一标志。那么，是什么原因使得麦当劳如此成功的呢？本文将从麦当劳企业的质量、服务、卫生、价值（Q.S.C.V）文化，良好的员工培训以及完善的晋升制度，国际化的特许经营系统等等方面阐述它的成功秘密，并从中总结给中国企业提供在管理方面提些建议，希望看到本文的读者能从麦当劳成功的背后学到些管理技巧。

关键词：麦当劳；质量、服务、卫生、价值；加盟商；员工；市场营销组合