In the past two decades, the rapid economic development in China has promoted the progress of service industry, and the fast food industry has also flourished. But as far as the development level is concerned, the fast food industry in China is still at a low level. There is a big gap between Chinese fast food and western fast food enterprises, which is mainly reflected in service and marketing. Although there are many theories about marketing at present, service marketing is still a new theory in China, especially in the fast food industry. By studying the service marketing of fast food industry, it can effectively help fast food enterprises improve their service quality and gain competitive advantage. McDonald's is the largest fast food chain in the world, and there are many valuable experiences and lessons in its development process that we can learn from. Especially in service marketing, McDonald's product quality strategy, franchise strategy and flexible and effective promotion strategy all give Chinese fast food enterprises good enlightenment. Based on service marketing and transnational marketing, this paper takes McDonald's as the main case, and through the concrete analysis of its service marketing strategy, we can not only explore the reasons for McDonald's success, but also find a way out for the development of Chinese fast food. By combining theory with practice and using a large number of cases, this paper deeply analyzes the main problems and solutions existing in the service marketing of western fast food enterprises such as McDonald's and Chinese fast food enterprises, and makes a preliminary discussion on the transnational and cross-regional operation of Chinese fast food enterprises. Finally, it is concluded that Chinese fast food should be developed from the aspects of products, personnel, service design and quality management, and tangible display of services.

In recent twenty years, with the rapid economic development in China, the service industry has made progress, which has contributed to the fast food industry in China. But as far as the development level is concerned, there is still a gap between China's fast food industry and the west, and the gap lies in marketing services. There are many theories about marketing, but marketing service is still a new thing in China, especially in the fast food industry. It can help enterprises gain a competitive advantage. McDonald's is one of the most famous and valuable brands in the world. It can enlighten us in product strategy, franchise strategy and promotion strategy. This study is based on the marketing service theory. McDonald's is the main case. From this, we can not only find the reasons for the success of McDonald's, but also find the way to develop fast food restaurants in China. This study combines theory with practice and adopts a large number of cases. At the same time, it analyzes the marketing strategy of McDonald's, and the main problems and solutions of the fast food industry in China. In addition, it also makes a preliminary discussion on transnational marketing. Finally, it is concluded that the development of Chinese fast food industry should start with products, personnel, service design, quality management and demonstration.