qian+report+proposal

TO: Proximity Music Team FROM: Dou Qian DATE: January 11, 2010 SUBJECT: Report proposal on McDonalds use of Chinese Social Media.

McDonald's is a very successful franchise in China today in part because McDonald's knows how to use Chinese social media to promote their business. I propose to write a report on McDonald's use of Chinese social media to support its market success. **

Need ** Social media and social networking are growing rapidly in China. About 243 million Chinese internet users are connected to broadband and of those 224 million, 92 percent contribute to social media. Social media plays a major factor in promotion of business success in China. The following describes how McDonald's employs a social media strategy in China.

McDonald's uses social media to attract Chinese Gen-Y customers and to promote the business’ development in China very successfully. Clients interested in expanding into the Chinese market need this report to understand how McDonalds's use of social media can help its business succeed. **
 * create and maintain a corporate webpage on QQ messenger service (The most popular website for Chinese Gen-Y) to serve as corporate marketing and recruiting tool.
 * create and share advertising on other Chinese web sources (Baidu, Sina, Tudou, and Yahoo China ) and establish and operate blogs for all customers or committees.
 * Use commercials on other social media to offer free web-enabled telephone conferencing services and introduce new products to customers.
 * develop outdoor's media creativity strategy and online game campaign, such as “Burger Battle.”

Topics ** The proposed report “ McDonald's social media strategy leads to a successful market in China” will cover the following topics:


 * The history of McDonald's in China
 * How McDonalds competes with other markets

This report will also include attachments comparing the use of social media by McDonalds competitors such as Yum corporation and Chinese Dico’s. Sources ** The following sources are key sources for this report. I still need to find other Social Medias are available to McDonald’s. Burns, Enid (2010). //Social Media Becomes Prevalent in China//. Retrieved January 11, 2010 from [] = Burns reports there are 243 million Chinese internet users over the age of 13. Of these 92 percent use social media. Further, Burns reminds there are more Chinese broadband internet users than there are US broadband internet users. Most Chinese users of social media use it for career forming purposes while most US users use social media for personal reasons. = = = = Oshiro, Dana (2010). //Despite Banning Twitter, 92% of China Netizens Use Social Media//. Retrieved January 11, 2010 from = = [] = = Oshiro reports that Chinese internet users are twice as likely to use social networking web sites as their American counterparts. 96 percent of Chinese internet users use social media while only 76 percent of Americans use them. Despite the recent news item that Google does not like to filter its internet users, Google adheres to the Chinese government internet censorship rules. The Chinese government does not allow Twitter to operate in China because the government cannot easily monitor the messages that pass through Twitter. = // Social media and its emergency in China //. Retrieved January 11, 2010 from [] This article indicates that four in ten Chinese claim to read blogs placed on the internet each week. Three in ten claim to have taken actions based on the blog that they have seen during the week. The Chinese government has encouraged its government workers to express their ideas on blogs. Major government media web sites (like The People’s Daily newspaper) encourage reader feedback. Liu, Liwei and Erdong Zhao (2008). //China's Generation Y: Understanding the Future Leaders of the World's Next Superpower.// **//Wireless Communications, Networking and Mobile Computing, 2008. WiCOM '08. 4th International Conference, pp 1-4 //****. ****Retrieved January 12, 2010 from [] ** Liu reports about 204 million Chinese were born between 1980 and 1989. He also believes these children have grown up in the age of technology and have no memory of the difficult times of their parents. Their parents have given them all the amenities that their parents could not have when they grew up. 
 * Demography of Gen Y in Chin
 * How McDonalds uses social media to attract Chinese Gen Y
 * The future of McDonald's marketing methods in China