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麦当劳公司[[商業模式|-{zh-cn:商业模式;zh-tw:商業模型;zh-hk:商業模式}-]]与大部分速食连锁店有点不同。除了普通[[加盟連鎖|特許費]]外，也提供租借。

麥當勞的「M」字以象徵明亮、活潑、希望的黃色作顏色，可說是家喻戶曉。行銷心理專家路易斯·契斯金 (Louis Cheskin)，他認為這對「金拱門」({{lang|en|Golden Arches}})可以引起消費者「母親雙乳」的潛意識聯想。<ref>{{cite web|url=http://www.bbc.co.uk/worldservice/specials/1616_fastfood/page6.shtml|title=Attracting the Customers|publisher=英國廣播公司|quote=The M stands for McDonald’s, but the rounded m represents mummy’s mammaries, acccording the design consultant and psychologist Louis Cheskin. In the 1960's McDonald's was prepared to abandon this logo, but Cheskin successfully urged the company to maintain this branding with its Freudian symbolism of a pair of nourishing breasts. |language=en}}</ref>

== 參考文獻 ==

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