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1、外文翻譯外文翻譯原文TheMarketingDistributionofFastFoodMaterialSource:ContemparyEndocrinologyAuth：MichelleChristianGaryGereffiTheiginoffastfoodchainsbeganwiththefranchisingofMcDonald’sinthe1960ssincethenthestrengthoffastfoodbrshasg

2、rownatameteicrate.Thelargestfastfoodchains(suchasMcDonald’sYum!Brs)broughtthemassproductionconcepttofoodserviceintheprocesschangedhowfoodisproduceddistributedmarketed.Theactivitiesofeachsegmentofthechainaredeterminedbyth

3、especificationsoftheleadfirmsthebredfastfoodrestaurantstheirsuppliers.Thefastfoodbrsdeterminetheproductionoffoodthroughtheirrequirementsfhowfoodproductsshouldbecultivatedmanufacturedpackageddistributeddisplayed.Theywkdir

4、ectlywithfoodprocessswhointurnwkwithfarmers.Fastfoodchainshavefueledtheirrapidgrowththroughglobalexpansion.Thispacehasincreasedexponentiallyindevelopingeconomiessincethe1990swherethegradualremovalofmarketbarrierstraderes

5、trictionsmadetheprocessofinternationalizationsmootherfleadingcompanies.Yum!BrsisaconglomeratethatincludesKFCPizzaHutTacoBellLongJohnSilverA&W.In2008thecompanyboasted36000unitsinmethan110countriesterrities.KFCisthecompany

6、’sstrongestbrwith5253unitsintheUnitedStates10327internationallyincluding2497inMainlChinaalone.HoweverMcDonald’sisbyfartheglobalfastfoodbrleader.In2008thecompany’stotalsystemunitswere31967with56%ofthoseunitsbeinginternati

7、onallybased.LikeKFCChinaleadstheinternationalmarketfMcDonald’swith1021unitsin2008doublingsince2003.OthercountrieslikeMexicoBrazilIndiaVietnamthePhilippineshavequicklyadoptedthefastfoodrevolution.McDonald’soperates379unit

8、sinMexico562inBrazil.Indiaacountrywitharichspicetraditionmanyvarietiesoflocalcuisineisexperiencinga“fination”withfastfood.Since2006KFChasfthefrozenfoodmarket.Thedisseminationofglobalfastfoodproductionconsumptionthroughlo

9、calimitatsisevidentintherapidgrowthoflocalfastfoodbrsindevelopingcountriesaswell.JollibeesoutheastAsia’sversionofMcDonald’sisconsideredoneoftheregion’smostprofitablecpationswithover1655franchisesbranchessubsidiariesacros

10、sAsiaPacific.Chinasymbolizestheperationoffastfoodsindevelopingcountriestheinteractionbetweengloballocaldynamics.KFCisoneofthemostsuccessfulfastfoodchainsinChina.Asof2008therewereover2497restaurantsinMainlChina.Fivehundre

11、dmerestaurantsareplannedf2009.TheemergenceofKFCotherleadingfastfoodchainsinChinaisshapinglocalfoodsystemsinlastingways.Agriculturalimptshaveincreasedbecausefeignfirmsaredemingparticularcommoditiesaskeyingredientsftheirfa

12、stfoodstaples.ThefoodprocessingindustryinChinahasgrownathighdoubledigitsoverthepast5years.LargefeignfoodmanufacturershavecontinuedtosetupfacilitiesexptheirChineseoperationstocatertothedemfrombothgloballocalfirmsinChina.F

13、exampleTyson’satopsuppliertoKFChadtwoacquisitionsin2008.AswithpoultryfarmersintheUnitedStatesTysonpushesstardsontoChinesepoultryfarmers(e.g.typesoffeedantibioticsused)intheprocessimpactslocalagriculturalsuppliers(e.g.far

14、mersswitchingtosoybeancultivationwhichisusedasfeedfpoultry).Whathasspurredthemeteicriseoffastfoodchainsallowedthemtosolidifytheirmarketpowerwhilenotbeingfoodproducersthemselvesistheroleofmarketingbrs.Fthepast50yearsthefa

15、stfoodrevolutionwasbuoyedbythetopbrs’abilitytomoldmarketingmessagesinmultiplemediathatimpactedhowconsumersperceivedfastfood.CpationslikeMcDonald’sKFCexpedtheirbrimagewithextensivemarketingadvertising.Fastfoodmarketingcam

16、paignsientedtowardchildrenremainstrongparticularlywithintherealmofmovies.McDonald’s2008totalmarketingbudgetwas$1.7billionin2009theylaunchedamajpromotionalcampaignlinkedtotheblockbustermovieAvatar.Since1997McDonald’shasha

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