The Localization Of The McDonald's Globalization Theory Inspection

American sociologist George·Ritzer through analysis Macdonald this global famous dining chain store's success expansion, proposed uses the concept of "Macdonaldlization" to explain a cultural phenomenon of the contemporary society. Ritzer proposed that, the efficiency, the calculabity, the forecast and the control, attacks four magic weapons since the Macdonald management way which the city plunders, to win one victory after another, also is the society Macdonaldlization four big props. Just because four big props have brought the convenience to people's life truly, Macdonaldlization tendency seeped to the social various domains, such as industry, education, medical service, leisure traveling, politics, family life and so on. Following Macdonald (Macdonaldlization) in the global expansion, its has the superiority of the form rational management pattern to bring to other countries and the area at the same time, developing country in particular. Thereupon, Ritzer and others saw Macdonaldlization penetrability, deduces Macdonaldlization's irresistible global tendency, in the globalization tide and under the expansion reality, Macdonaldlization theory by the further elaboration is "Macdonald-globalization". The Macdonald globalization reality is indisputable, but we knew the globalization process simultaneously is a localization process or the global localization process. This is a theory and the practice consequence under difference social context. This text uses"falsification"to explain and analysis the difference, the variation to the Macdonald globalization in "the localization", and reconsidering the consequences. It is with experiences two related stratification planes from the theory to the American-led western nation cultural hegemony typical case analysis and the perspective. This kind of research and the work has academic and the political double meanings.This text on the base of questionnaire survey data and the observation, took the localization as the social context, under the critique angle of view and the stand point, simultaneously draws support from falsification,through demonstrated the Macdonald globalization theory, promulgates the theory and the experience difference performance and its the origin, analyzes under this kind of difference the experience consequence basic mentality to launch. The article mainly has four parts of compositions:The first part is an introduction. Elaborated the question origin; Review and summarize the existed research as well as the literature, proposed the existed research flaws and this article study new mentality; Introduces the research technique, the core concept and so on.The second part demonstrates the Macdonald globalization theory. We will carry on in the process and the logical demonstration to the Macdonald globalization theory production path. First, proves western and even the world social history rationalization development tendency: The fact that the form rationality gradually occupies the superiority status. Establishes the form by this which Macdonaldlization 's "paradigm" and the background. Next, we must have a clear understanding about form Macdonaldlization inherit the relations and the intrinsic logic, the pioneer function and the significance to Macdonaldlization by analysis Bureaucracy, the Taylor principle, the Ford principle; Finally, we take globalization as background to explain the Macdonald globalization finally formation, from the global expands character of American fast-food or Macdonaldlization.The third part is Investigating of Macdonald globalization theory under the localization text. This part is the key to the article.(一) Research procedure and research logic: Introduce the research method of thesis, study an assumption combine to gives the guiding principle–like introduction to the investigation, which have done in Guilin.(二) The Macdonald globalization theory Empcalclosure performances: The article take Guilin as the sample city, through carries on statistical analysis, correlation analysis to the material obtains the Macdonald globalization theory Empcalclosured, otherwise has falsificated the Macdonald globalization theory.Concretely speaking: The efficiency has been molded one kind "the entertainment, the leisure and the experience", the time is greatly pulled long; The expense community becomes above the intermediate deck social class by the lower level localization; The price also becomes Chinese by US'S low end the relative high price position, the market also mainly locates to occupies in China above the average income the family or the consumer. Is different with the American society or the western society's expense goal, the Chinese is not for eat to the full goes to the western-style fast-food, but tastes, the experience. Macdonaldlization's efficiency, the calculabity, might the forecast, the controllability as well as the inhumanity essence simultaneously obtained the denial experience confirmation.(三) The empiricalclosure reasons for Macdonaldglobalization theory experiences: Lays aside the theory difference under the localization environment, obtains has this kind of difference two kind of connections reasons: Immediate cause: Macdonald globalization theory to lack the transformation angle of view, is implying one kind standpoint of "The new Eastern principle" , lacks the research spot to the Macdonald globalization expansion which one kind of scene transforms, lacks elegant to the non- western nation social reality. In-depth reason: Is the external cultural thing enters "differently" under the scene "the conflict - fusion - choice - variation" inevitable result, is take the diet culture and the expense culture as representative's cultural whole world exchange, the interaction result is the cultural globalization and the localization result. Including:1.Social environment reasons about Chinese society, economy ,geography and son on; 2. The Chinese diet expends public relations and utility; 3. Western fast-food compatible strategy; 4. Expense principle culture to Chinese society's influence; 5. Traditional expense idea resisted.Fourth part: Macdonald globalization difference experience consequences: Diet expansion and Cultural hegemony.We unify the investigation material to summarize under the Macdonald globalization different consequence from three aspects. Namely: Impact to Chinese fast food industry; Western center principal tendency of Macdonald globalization; The American culture publicizes and the cultural homogeneity.