還有網(wǎng)友建議菜單也改名吧!

一聽就咬不動啊……

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.” 選擇一個中國名稱對一些外國品牌來說很傷腦筋,。美國的共享住宿公司Airbnb今年早些時候為其中國業(yè)務(wù)選擇了“愛彼迎”這一名稱,意思是“用愛歡迎彼此”,但因為發(fā)音拗口遭人嫌棄,。上個月,美國職業(yè)籃球聯(lián)賽達拉斯小牛隊請粉絲們?yōu)樗麄兿胍粋€新隊名,因為“小牛隊”其實是個誤譯。

麥當(dāng)勞(中國)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)勞中國總部的企業(yè)名稱變更為“金拱門(中國)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)有限公司低調(diào)改名前,該公司已于今年1月將其中國大陸和香港的大部分業(yè)務(wù)出售給中信集團和美國投資公司凱雷資本,。

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年在中國開設(shè)首家門店,生意迅速火爆起來,其品牌與西方生活方式緊密相連,。每當(dāng)有新店開業(yè),門前總會排起長隊。但近年來,中國消費者越來越富裕,也越來越有健康意識,就餐選擇更多樣化,麥當(dāng)勞保持在中國的發(fā)展勢頭也開始困難起來,。

“金拱門”的正確打開方式

麥當(dāng)勞為何更名金拱門?網(wǎng)友和媒體給出了幾種解釋,。

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

第二種解釋:上個世紀(jì)六十年代,麥當(dāng)勞聽取了美國心理學(xué)家路易斯·徹斯金(Louis Cheskin)的建議,使用這個金拱門作為自己的Logo,。徹斯金稱,金色拱門是一種營銷策略,可以讓顧客看到這個標(biāo)志時就會想到是一對滋養(yǎng)的乳房——然后他們就餓了,。