還有網(wǎng)友建議菜單也改名吧!

一聽(tīng)就咬不動(dòng)啊……

Picking a Chinese name can be tricky for foreign brands. US home-sharing company Airbnb earlier this year chose “Aibiying,” or “welcome each other with love,” for its Chinese operations, but the name was badly received for being difficult to pronounce. Last month, NBA team Dallas Mavericks asked its fans to come up with a new Chinese name because the current xiaoniu is a mistranslation, meaning “l(fā)ittle cows.” 選擇一個(gè)中國(guó)名稱對(duì)一些外國(guó)品牌來(lái)說(shuō)很傷腦筋。美國(guó)的共享住宿公司Airbnb今年早些時(shí)候?yàn)槠渲袊?guó)業(yè)務(wù)選擇了“愛(ài)彼迎”這一名稱,意思是“用愛(ài)歡迎彼此”,但因?yàn)榘l(fā)音拗口遭人嫌棄。上個(gè)月,美國(guó)職業(yè)籃球聯(lián)賽達(dá)拉斯小牛隊(duì)請(qǐng)粉絲們?yōu)樗麄兿胍粋€(gè)新隊(duì)名,因?yàn)椤靶∨ｊ?duì)”其實(shí)是個(gè)誤譯,。

麥當(dāng)勞(中國(guó))為什么要改名呢?

麥當(dāng)勞回應(yīng)稱,麥當(dāng)勞與中信及凱雷成為戰(zhàn)略合作伙伴后,因業(yè)務(wù)發(fā)展需要,自2017年10月12日起,麥當(dāng)勞中國(guó)總部的企業(yè)名稱變更為“金拱門(mén)(中國(guó))有限公司”,。

McDonald’s low-key name change came after the fast food chain sold the bulk of its Chinese mainland and Hong Kong business to financial conglomerate CITIC Group and American investment company Carlyle Capital in January. 在麥當(dāng)勞(中國(guó))有限公司低調(diào)改名前,該公司已于今年1月將其中國(guó)大陸和香港的大部分業(yè)務(wù)出售給中信集團(tuán)和美國(guó)投資公司凱雷資本,。

McDonald’s opened its first restaurant in China in 1990, and the brand, closely associated with a Western lifestyle, took off. Long lines formed whenever a new location opened. However, in recent years the fast food chain has struggled to maintain its growth momentum in China as more prosperous, health-conscious consumers seek alternative dining options. 麥當(dāng)勞于1990年在中國(guó)開(kāi)設(shè)首家門(mén)店,生意迅速火爆起來(lái),其品牌與西方生活方式緊密相連。每當(dāng)有新店開(kāi)業(yè),門(mén)前總會(huì)排起長(zhǎng)隊(duì),。但近年來(lái),中國(guó)消費(fèi)者越來(lái)越富裕,也越來(lái)越有健康意識(shí),就餐選擇更多樣化,麥當(dāng)勞保持在中國(guó)的發(fā)展勢(shì)頭也開(kāi)始困難起來(lái),。

“金拱門(mén)”的正確打開(kāi)方式

麥當(dāng)勞為何更名金拱門(mén)?網(wǎng)友和媒體給出了幾種解釋。

第一種解釋:麥當(dāng)勞金色拱門(mén)形狀的標(biāo)志在西方有個(gè)著名的昵稱——Golden Arches,直譯過(guò)來(lái)就是“金拱門(mén)”,。

第二種解釋:上個(gè)世紀(jì)六十年代,麥當(dāng)勞聽(tīng)取了美國(guó)心理學(xué)家路易斯·徹斯金(Louis Cheskin)的建議,使用這個(gè)金拱門(mén)作為自己的Logo,。徹斯金稱,金色拱門(mén)是一種營(yíng)銷(xiāo)策略,可以讓顧客看到這個(gè)標(biāo)志時(shí)就會(huì)想到是一對(duì)滋養(yǎng)的乳房——然后他們就餓了。