【正文】 a dialing machine in the place which is 10 meters away from their people pass by they can order the food through the dialing machine and get it when they pass by the stands for cleanness.“you would rather did cleaning than leaned against the wall to have a break”.For the purpose of appealing to consumers, McDonald’s keeps their shops clean all the time and make their efforts to change the bias from the public that “cheap restaurants are not clean”.In the shop assistants’ daily principle, men must shave moustache and fingernails and keep the mouth clean and take a shower woman, they must wear hair the consumer leaves, shop assistants would clean the table means value conveying the McDonald’s conception that “offer foods of high value and high quality to consumers”.For the purpose ofcarrying out the corporation’s managing concept utterly, McDonald’s appoint employees of the headquarters to evaluate the progress of multiple stores all over the )McDonald’s VIVI(visual identity)is the visualization of corporation identity or brand conveys the corporation or brand characteristics through the exhibition for unity, standardization of corporation or includes primary elements(such as corporation name, brand name, symbols and so on)and applying elements(official goals, environment display, traffic tools and so on).Among the McDonald’s visual identities, the standard color yellow and the corporation symbol “M” are the most successful let people think of the foods whose prices are ’s more, the level of this colour’s recognition is quite design of “M” is gentle which stirs people to step into the double arches resemble the first letter of “McDonald’s” the brand picture of McDonald’s stores the golden yellow double arches have not only special characteristics but strongly penetrative is one of McDonald’s managing strategies as traffic signals, red stands for “stop” while yellow stands for “notice”.McDonald’s take advantage bottom color of the signboard is red, while the brand “M” above is you see red, will you stop to have a look? When you see the golden yellow “M” will you arouse the eager of eating?It can be a successful mercial strategy appropriately in visual )McDonald’s BIBI conveys the corporation managing features through various employees’ behaviors and various producing and managing activities which includes leader education,employee training, regulations, quality control, behavior principles, entertainments, charity activities and so Nowadays McDonald’s would spend 600 million dollars on advertisements every year, of which most are spent on TV ’s managers think that McDonald’s is not the typical consuming career or the average their eyes “McDonald’s is not a food industry but an entertainment ’s is fond of applying peculiar methods to catch media’s part in charity activitiesMcDonald’s headquarters require the owners of their multiple stores to participate the local charity activities so that that can be local news on different markets McDonald’s take different example, in the familycentered market, they donate the ine of selling hamburgers to the local estimated, McDonald’s would donate 4% of its total ine to various charity activities every ’s UncleAs the image expresser of McDonald’s, McDonald’s Uncle is famous for his lovely ’s would spend sums of money on the announcement of McDonald’s board think that he shouldn’t be something of a father while he should do the things children like to do despite he is an the USA, McDonald’s Uncle’s status is as important as that o f Santa Claus(Father Christmas)so McDonald’s win the most of the children’s on the managing features of human resources1)Experience is superior to the backgroundMcDonald’s own a large reservation troop which are posed of college % of the employees are from the food service % of them are from mercial schools, the others are posed of college students, ’s break through the rotten conception and employ large sums of young employees who have no working )Diversity and toleranceFor the purpose of eliminating the discrimination of minorities, females, homosexuals, developing diversity and tolerance, adopting and taking up diversity education, McDonald’s has build up cooperation relationship with ChineseAmericans, the