1、外文翻译原文THEMARKETINGANDDISTRIBUTIONOFFASTFOODMATERIALSOURCECONTEMPORARYENDOCRINOLOGYAUTHORMICHELLECHRISTIANANDGARYGEREFTHEORIGINOFFASTFOODCHAINSBEGANWITHTHEFRANCHISINGOFMCDONALDSINTHE1960S,ANDSINCETHENTHESTRENGTHOFFASTFOODBRANDSHASGROWNATAMETEORICRATETHELARGESTFASTFOODCHAINSSUCHASMCDONALDSANDYUMBRANDS
2、BROUGHTTHEMASSPRODUCTIONCONCEPTTOFOODSERVICE,ANDINTHEPROCESS,CHANGEDHOWFOODISPRODUCED,DISTRIBUTED,ANDMARKETEDTHEACTIVITIESOFEACHSEGMENTOFTHECHAINAREDETERMINEDBYTHESPECICATIONSOFTHELEADRMS,THEBRANDEDFASTFOODRESTAURANTS,ANDTHEIRSUPPLIERSTHEFASTFOODBRANDSDETERMINETHEPRODUCTIONOFFOODTHROUGHTHEIRREQUIREM
3、ENTSFORHOWFOODPRODUCTSSHOULDBECULTIVATED,MANUFACTURED,PACKAGED,DISTRIBUTED,ANDDISPLAYEDTHEYWORKDIRECTLYWITHFOODPROCESSORS,WHOINTURNWORKWITHFARMERSFASTFOODCHAINSHAVEFUELEDTHEIRRAPIDGROWTHTHROUGHGLOBALEXPANSIONTHISPACEHASINCREASEDEXPONENTIALLYINDEVELOPINGECONOMIESSINCETHE1990S,WHERETHEGRADUALREMOVALOF
4、MARKETBARRIERSANDTRADERESTRICTIONSMADETHEPROCESSOFINTERNATIONALIZATIONSMOOTHERFORLEADINGCOMPANIESYUMBRANDSISACONGLOMERATETHATINCLUDESKFC,PIZZAHUT,TACOBELL,LONGJOHNSILVER,ANDAWIN2008THECOMPANYBOASTED36,000UNITSINMORETHAN110COUNTRIESANDTERRITORIESKFCISTHECOMPANYSSTRONGESTBRANDWITH5,253UNITSINTHEUNITED
5、STATESAND10,327INTERNATIONALLY,INCLUDING2,497INMAINLANDCHINAALONEHOWEVER,MCDONALDSISBYFARTHEGLOBALFASTFOODBRANDLEADERIN2008THECOMPANYSTOTALSYSTEMUNITSWERE31,967,WITH56OFTHOSEUNITSBEINGINTERNATIONALLYBASEDLIKEKFC,CHINALEADSTHEINTERNATIONALMARKETFORMCDONALDSWITH1,021UNITSIN2008,DOUBLINGSINCE2003OTHERC
6、OUNTRIESLIKEMEXICO,BRAZIL,INDIA,VIETNAM,ANDTHEPHILIPPINESHAVEQUICKLYADOPTEDTHEFASTFOODREVOLUTIONMCDONALDSOPERATES379UNITSINMEXICOAND562INBRAZILINDIA,ACOUNTRYWITHARICHSPICETRADITIONANDMANYVARIETIESOFLOCALCUISINE,ISEXPERIENCINGA“FASCINATION”WITHFASTFOODSINCE2006,KFCHASOPENEDMORETHAN45RESTAURANTSWITHPR
7、OJECTIONSTOSURPASS120BY2010PIZZAHUTOPERATES120STORESIN34CITIESANDMCDONALDS132STORES,WITHFURTHEREXPANSIONPLANNEDINTHECOMINGYEARSENTREPRENEURSINVIETNAM,NOWAMEMBEROFTHEWORLDTRADEORGANIZATION,ARETRYINGTOPUSHFORWARDFRANCHISEAGREEMENTSWITHCARLSJRANDROUNDTABLEPIZZA,WHILEBYTHEYEAR2000,THEPHILIPPINESHAD2,000
8、NATIONALANDGLOBALBRANDCHAINEDFASTFOODRESTAURANTSWHENFASTFOODRMSENTEREMERGINGMARKETS,THEYHAVETHESTRENGTH,TECHNOLOGICALPROWESS,ANDMODERNWESTERNIMAGETOIMPACTLOCALFOODPRODUCTIONINVARIOUSWAYSMATEJOWSKYCLAIMSTHATTHE“EFCIENCYANDREGIMENTATION”OFFASTFOODPRODUCTIONSTYLESREINFORCETHEIDEATHATFASTFOODISOFTENSUPE
9、RIORTOLOCALFOODBECAUSEITIS“SCIENTICALLYDESIGNED”INTERACTIONEFFECTSBETWEENGLOBALANDLOCALFASTFOODVALUECHAINSARESEENINTHEGLOBALAGROBUSINESSESTHATBUYPRODUCTSFROMLOCALFARMSAROUNDTHEWORLDORELSETHEYSETUPTHEIROWNFARMSWHERETHEYLEASEOUTPLOTSTOLOCALGROWERSTOCULTIVATETHECROPSTHEAGROBUSINESSESWANTTHESELOCALFARMS
10、MAYSUPPLYINTERNATIONALLYBASEDFASTFOODUNITS,LOCALFOODMANUFACTURERS,ORTRANSNATIONALCORPORATIONSTHATHAVESETUPOPERATIONSINDEVELOPINGCOUNTRIESINORDERTOSERVETHEDOMESTICMARKETINDEVELOPINGECONOMIES,TNCSARECERTAINLYNOTTHEONLYACTORSTHATAREPRACTICINGINDUSTRIALIZEDFARMING,MAKINGPROCESSEDFOODS,ANDSETTINGUPFASTFO
11、ODRESTAURANTSDOMESTICCOMPANIESDOTHISASWELLHOWEVER,THEGLOBALANDLOCALFOODCHAINSARECONNECTEDBECAUSETHESTANDARDS,PRACTICES,ANDTECHNOLOGICALACHIEVEMENTSTHATLOCALFARMERS,MANUFACTURERS,ANDFASTFOODCOMPANIESAREUSINGWEREGENERALLYADOPTEDFROMWESTERNRMSTHUS,THEREISANINTERACTIONEFFECTSCHLOSSERARGUESTHATMCDONALDSA
12、NDOTHERFASTFOODCHAINSIMPARTTODEVELOPINGCOUNTRIESNEWSYSTEMSOFAGRICULTUREANDFOODPRODUCTION,WHICHREORIENTLOCALFOODSYSTEMSFROMSTAPLEDOMESTICCROPSTOEXTERNALLYINDUCEDNEEDSFOREXAMPLE,WHENJRSIMPLOTENTEREDCHINAIN1993ANDCREATEDTHERSTCOMMERCIALFRENCHFRYFORTHECHINESEMARKET,AGRICULTURALPRODUCERSBEGANCULTIVATINGP
13、OTATOESTOMEETTHISNEWDEMANDFORPROCESSEDFOODSIMILARLYININDIA,AFTERIMPORTINGPROCESSEDFRENCHFRIESFORSEVERALYEARS,BY2010EACHMCDONALDSFRENCHFRYISEXPECTEDTOCOMEFROMINDIANSOILBUTPROCESSEDBYMCCAINFOODSMCCAINWORKEDWITHINDIANGROWERSFOR9YEARSTOCHANGETHEIRPOTATOCROPTOTHESHEPODYVARIETYTOMEETMCDONALDSEXACTINGSTAND
14、ARDSTHISISASWITCHFROMTHETYPICALINDIANPOTATOVARIETIESTHATARELOWINSOLIDSANDHIGHINWATERBOTHCOMPANIESSEEEMERGINGECONOMIESASCORNERSTONESFORTHEFROZENFOODMARKETTHEDISSEMINATIONOFGLOBALFASTFOODPRODUCTIONANDCONSUMPTIONTHROUGHLOCALIMITATORSISEVIDENTINTHERAPIDGROWTHOFLOCALFASTFOODBRANDSINDEVELOPINGCOUNTRIES,AS
15、WELLJOLLIBEE,SOUTHEASTASIASVERSIONOFMCDONALDS,ISCONSIDEREDONEOFTHEREGIONSMOSTPROTABLECORPORATIONSWITHOVER1,655FRANCHISES,BRANCHES,ANDSUBSIDIARIESACROSSASIAPACICCHINASYMBOLIZESTHEPENETRATIONOFFASTFOODSINDEVELOPINGCOUNTRIESANDTHEINTERACTIONBETWEENGLOBALANDLOCALDYNAMICSKFCISONEOFTHEMOSTSUCCESSFULFASTFO
16、ODCHAINSINCHINAASOF2008,THEREWEREOVER2,497RESTAURANTSINMAINLANDCHINAFIVEHUNDREDORMORERESTAURANTSAREPLANNEDFOR2009THEEMERGENCEOFKFCANDOTHERLEADINGFASTFOODCHAINSINCHINAISSHAPINGLOCALFOODSYSTEMSINLASTINGWAYSAGRICULTURALIMPORTSHAVEINCREASEDBECAUSEFOREIGNRMSAREDEMANDINGPARTICULARCOMMODITIESASKEYINGREDIEN
17、TSFORTHEIRFASTFOODSTAPLESTHEFOODPROCESSINGINDUSTRYINCHINAHASGROWNATHIGHDOUBLEDIGITSOVERTHEPAST5YEARSLARGEFOREIGNFOODMANUFACTURERSHAVECONTINUEDTOSETUPFACILITIESANDEXPANDTHEIRCHINESEOPERATIONSTOCATERTOTHEDEMANDFROMBOTHGLOBALANDLOCALRMSINCHINAFOREXAMPLE,TYSONS,ATOPSUPPLIERTOKFC,HADTWOACQUISITIONSIN2008
18、ASWITHPOULTRYFARMERSINTHEUNITEDSTATES,TYSONPUSHESSTANDARDSONTOCHINESEPOULTRYFARMERSEG,TYPESOFFEEDANDANTIBIOTICSUSEDANDINTHEPROCESSIMPACTSLOCALAGRICULTURALSUPPLIERSEG,FARMERSSWITCHINGTOSOYBEANCULTIVATIONWHICHISUSEDASFEEDFORPOULTRYWHATHASSPURREDTHEMETEORICRISEOFFASTFOODCHAINSANDALLOWEDTHEMTOSOLIDIFYTH
19、EIRMARKETPOWERWHILENOTBEINGFOODPRODUCERSTHEMSELVESISTHEROLEOFMARKETINGANDBRANDSFORTHEPAST50YEARS,THEFASTFOODREVOLUTIONWASBUOYEDBYTHETOPBRANDSABILITYTOMOLDMARKETINGMESSAGESINMULTIPLEMEDIATHATIMPACTEDHOWCONSUMERSPERCEIVEDFASTFOODCORPORATIONSLIKEMCDONALDSANDKFCEXPANDEDTHEIRBRANDIMAGEWITHEXTENSIVEMARKET
20、INGANDADVERTISINGFASTFOODMARKETINGCAMPAIGNSORIENTEDTOWARDCHILDRENREMAINSTRONG,PARTICULARLYWITHINTHEREALMOFMOVIESMCDONALDS2008TOTALMARKETINGBUDGETWAS17BILLIONANDIN2009THEYLAUNCHEDAMAJORPROMOTIONALCAMPAIGNLINKEDTOTHEBLOCKBUSTERMOVIEAVATARSINCE1997,MCDONALDSHASHADAGLOBALALLIANCEWITHTHEWALTDISNEYCOWHERE
21、BYTHEYSHAREDEXCLUSIVEMARKETINGRIGHTSFORLMSLIKETOYSTORYANDABUGSLIFEASCHILDRENENJOYEDTHEIRCHICKENMCNUGGETHAPPYMEALS,THEYALSOWEREABLETOPLAYWITHTOYSOFBUZZLIGHTYEARMCDONALDSMOVEDTHEIRPARTNERSHIPTODREAMWORKSSTUDIOSIN2007TOTAKEADVANTAGEOFTHEIMMENSEPOPULARITYOFTHESHREKMOVIEFRANCHISETHUS,CHILDRENASSOCIATEFUN
22、ANDEXCITINGENTERTAINMENTWITHPARTICULARBRANDSANDFOODCHOICESSTRONGMARKETINGANDPROMOTIONALINITIATIVESINTHEUNITEDSTATESBYTHELARGESTFASTFOODCOMPANIESPARALLELTHEMARKETINGCAMPAIGNSTHATFOLLOWAFASTFOODCOMPANYSENTRYINTOFOREIGNMARKETSTHESECOMPANIESHAVECONTINUEDTOTARGETCHILDRENINTHEIRGLOBALOPERATIONSTHEMARKETIN
23、GSTRATEGY“THINKGLOBAL,ACTLOCAL”HASBECOMETHERALLYINGCRYOFGLOBALMARKETINGCAMPAIGNSWITHCHILDRENANDYOUTHREPRESENTINGAKEYPARTOFTHIS“GLOCALISATION”BOTHMCDONALDSANDKFCHAVEMARKETINGCAMPAIGNS,PARTICULARLYINEASTASIA,THATAPPEALTOCHILDRENANDTEENAGERSTHROUGHTHEUSEOFINTERNETTEXTING,INSTOREPRIZESINSPIREDBYTHESUMME
24、ROLYMPICS,ANDTHEMARKETINGOF“COOL”LIHIGHLIGHTSHOWKFCMARKETINGSTRATEGIESINCHINAHAVEADUALSTRATEGYTHATKEEPSKFC“HIP”FORYOUNGCONSUMERSWHOWANTAWESTERNBRANDEXPERIENCEANDCULTURALLYSENSITIVEFORADULTSWHOAPPRECIATETHECHINESESTYLEMENUITEMSLIKETHEOLDBEIJINGCHICKENROLLDURINGTHEPASTDECADE,CONSUMERANDPUBLICHEALTHADV
25、OCATESANDGOVERNMENTBODIESHAVEBEGUNTOHIGHLIGHTTHEHEALTHDANGERSOFEXCESSIVECONSUMPTIONOFFASTFOODSANDTHEIRRESPONSIBILITYOFFASTFOODMARKETINGCAMPAIGNSORIENTEDTOWARDCHILDRENTHISPUBLICOUTCRYHASSPURREDANATTEMPTBYFASTFOODRMSTO“REBRAND”THEMSELVESBYOFFERINGHEALTHIERFOODOPTIONSTHESESHIFTSCOULDLEADTOSIGNICANTCHAN
26、GESALONGTHEVALUECHAINIFFASTFOODBUYERSBEGINTODEMANDHEALTHIERPRODUCTSINCLUDINGADDITIVESANDOTHERINPUTSFROMTHEIRSUPPLIERS,BUTMANYARESKEPTICALTHATTHESE“HEALTHYCHOICE”CHANGESAREINFACTSUPERCIALTHELAUNCHINGOFHEALTHCONSCIOUSINITIATIVESBYFASTFOODRMSFOLLOWEDASERIESOFWELLPUBLICIZEDREPORTSANDLAWSUITSCRITICIZINGT
27、HEMARKETINGPRACTICESOFTHETOPRMSANDTHELACKOFNUTRITIONALVALUEINTHEIRFOODOPTIONSIN2008THECENTERFORSCIENCEINTHEPUBLICINTERESTANDTHECALIFORNIACENTERFORPUBLICHEALTHADVOCACYRELEASEDASTUDYTHATCONCLUDEDTHATMOSTOFTHEKIDSOPTIONSATVENUESSUCHASMCDONALDS,KFC,ANDWENDYSARETOOHIGHINCALORIESINADDITION,IN2004THEWORLDH
28、EALTHORGANIZATIONLAUNCHEDITSGLOBALSTRATEGYONDIET,PHYSICALACTIVITY,ANDHEALTHTHATCALLEDONGOVERNMENTSANDPRIVATEINDUSTRYTOCURBTHEMARKETINGOFUNHEALTHYDIETARYPRACTICESHOWEVER,MOSTACTIONSBYTHEINDUSTRYREGARDINGSTANDARDSFORMARKETINGPRACTICESAREMERELYVOLUNTARYTHECHILDRENSADVERTISINGREVIEWUNITCARUOFTHENATIONAL
29、COUNCILOFBETTERBUSINESSBUREAUSSETSGUIDELINESFORPOLICIESANDSTANDARDSFORFOODADVERTISERSINTHEUNITEDSTATES,BUTITHASNOENFORCEMENTAUTHORITYTHEMOSTVISIBLEGOVERNMENTACTIONSTOCHANGEFASTFOODINDUSTRYPRACTICESHAVEINVOLVEDTHEREGULATIONOFTRANSFATS,ACOMMONCOMPONENTOFFASTFOODPRODUCTS,ANDREQUIREDNUTRITIONALLABELINGT
30、HISHASMAINLYBEENHANDLEDONASTATEBYSTATEBASISCALIFORNIA,NEWYORKCITY,ANDTEXASHAVEALREADYENACTEDORPUTFORWARDLEGISLATIONBANNINGTRANSFATSINCHAINEDRESTAURANTSINADDITION,THELABELINGEDUCATIONANDNUTRITIONLEANACT,ARECENT2008FEDERALLEGISLATIONTHATWOULDCREATEONESTANDARDFORDISCLOSINGINFORMATIONINCHAINRESTAURANTSN
31、ATIONWIDE,ISGARNERINGSOMEINDUSTRYSUPPORT,BUTMANYCOMPANIESSTILLOPPOSEDETAILEDLABELINGSUCHASLISTINGGRAMSOFSATURATEDANDTRANSFATSANDSODIUMLEVELSASMENUITEMSWITHGREATERPUBLICAWARENESSABOUTFASTFOODHEALTHISSUESANDTHEPUSHFORGOVERNMENTREGULATION,THEINDUSTRYHASSOUGHTTODEECTTHISNEWMARKETPRESSUREASOF2008,ACCORDI
32、NGTOEUROMONITORINTERNATIONAL,ALMOSTALLTHELEADINGFASTFOODCHAINSHAVEEITHERELIMINATEDORAREATTEMPTINGTOELIMINATETRANSFATBOTHMCDONALDSANDKFCHAVEBEGUNNEWMARKETINGCAMPAIGNSTOHIGHLIGHTTHEIRMOVESTOWARDMORENUTRITIOUSMEALSFASTFOODBRANDSSTILLSTRUGGLE,HOWEVER,BETWEENNEWHEALTHIERCLAIMSANDTHECOREBRANDMESSAGINGOFTH
33、EIRCLASSICMEALS,WHILETRYINGTOAVOIDFORMALREGULATIONYUMBRANDS,KFCSPARENTCOMPANY,LEADSTHEINDUSTRYINPUTTINGFORWARDCALORIECOUNTMENUBOARDS,ANDKFCTOUTSTHEIRTRANSFATFREECHICKENITEMSKFCHASALSOCREATEDNEWHEALTHIERITEMS,SUCHASBONELESSANDGRILLEDCHICKENOPTIONS,SALADS,ANDWRAPSTHESEINITIATIVESHAVEACCELERATEDSINCE20
34、03WHENTHECOMPANYBEGANTOPUSHTHEIDEATHATCHICKENISPARTOFAHEALTHYDIET,PARTICULARLYINCOMPARISONTOTHEOFFERINGSOFTHEIRFASTFOODCOMPETITORSMARKETINGANALYSTSHAVEPRAISEDTHEEFFECTIVENESSOFTHISSTRATEGY,SINCECONSUMERSNOWTHINKTHATFASTFOODCHICKENISBETTERTHANFASTFOODBEEFMCDONALDS,MORETHANANYFASTFOODCOMPANY,WASSUBJEC
35、TTOHARSHCRITICISMFORTHELOWNUTRITIONALVALUEOFITSFOODPUBLICEXPOSESWITHLAWSUITS,THE2004DOCUMENTARY“SUPERSIZEME,”ANDBESTSELLERBOOKSANDDOCUMENTARIESTHATEXCORIATETHEECONOMICANDSOCIALABUSESOFOURINDUSTRIALIZEDFASTFOODCULTUREANDTHEAGRICULTURALSYSTEMSTHATSUPPORTITEG,FOODINC,FASTFOODNATION,OMNIVORESDILEMMA,AND
36、INDEFENSEOFFOODHAVEALLSPOTLIGHTEDTHEFASTFOODINDUSTRYANDITSTOPREPRESENTATIVE,MCDONALDSORIGINALLYMCDONALDSWENTONTHEDEFENSIVE,BUTINTHELASTFEWYEARSTHECOMPANYHASATTEMPTEDTOREBRANDITSELFASARESTAURANTTHATOFFERSFOODOPTIONSFORABALANCEDDIETTHEYSTARTEDEDUCATIONALCAMPAIGNSIN2004WHERERONALDMCDONALDTOUTEDFOURKEYM
37、ESSAGESTHATRANGEFROMMAKINGBALANCEDFOODCHOICESTOEMBRACINGANACTIVELIFESTYLEDIVERSESALADMENUOPTIONS,NEWFORMSOFWRAPS,ANDFRUITOPTIONSFORKIDSHAPPYMEALSAREALSOPARTOFTHEREBRANDINGEFFORTSIMILARTOKFC,MCDONALDSHASUSEDITSWEBSITEASAMEDIUMTOPUSHITSINITIATIVES,SUCHASPROVIDINGNUTRITIONALFACTSOFMEALSANDRECOMMENDINGT
38、OCUSTOMERS“SIMPLESTEPSTOTRIMFAT,”“SAVEONSODIUM,”OR“CUTCALORIES”THEINITIATIVESFROMKFCANDMCDONALDSDEMONSTRATEHOWLEADRMSCANBEPRESSUREDTOMODIFYSOMEOFTHEIRBUSINESSPRACTICESNEVERTHELESS,MANYQUESTIONSREMAINREGARDINGTHESIGNICANCEOFTHESECHANGESARETHESEINITIATIVESMERELYPARTOFWHATSIMONLABELS“NUTRIWASHING”ORATT
39、EMPTSTOCOVERUPWHATBROWNELLCALLSTHEEPIDEMICOFA“TOXICFOODENVIRONMENT”EUROMONITORINTERNATIONALPOINTSOUTTHATMOSTOFTHEGROWTHANDPROTSOFFASTFOODRMSARESTILLGENERATEDBYSALESOFFATTYFOODOPTIONSMOREOVER,MCDONALDSEXECUTIVESAREQUICKTOHIGHLIGHTPERSONALRESPONSIBILITYANDCHOICEASTHEREASONSWHYINDIVIDUALSMAKEBADDIETARY
40、DECISIONSANDTOASSERTTHAT“ADVERTISINGISNOTTHEISSUE”ININUENCINGFOODCHOICESTHESESTATEMENTSSEEMTOCONTRADICTTHEVALUEMCDONALDSPUTSONMARKETINGANDADVERTISING,ASWITNESSEDBYITSNEARLY2BILLIONMARKETINGBUDGET,REVITALIZEDCAMPAIGNSFORTHECLASSICMCDONALDSBIGMAC,ITSDOLLARMENU,ANDITSGLOBALBRANDPOSITIONINGCRITICSARGUEM
41、CDONALDSPRODUCTSARENOTASHEALTHYASCLAIMEDANDTHATCALORIECOUNTSAREANINADEQUATEBASISTODETERMINETHENUTRITIONALQUALITYOFFOODTHEUSFASTFOODINDUSTRYSATTEMPTSTOCOUNTERCRITICISMNEEDTOBEPLACEDINAGLOBALPERSPECTIVETHECHAINSPRACTICEOFOPENINGUPRESTAURANTSABROAD,PARTICULARLYINDEVELOPINGCOUNTRIES,BRINGSFASTFOODMENUIT
42、EMSTONEWMARKETSBUTCHANGESLOCALFOODPRODUCTIONSYSTEMSTHROUGHGLOBALLOCALINTERACTIONEFFECTSATTHEBEGINNINGOFTHETWENTYRSTCENTURYANEWMCDONALDSWASOPENINGSOMEWHEREINTHEWORLDEVERY8HTHESIZE,INUENCE,ANDMODERNIMAGEOFFASTFOODBUSINESSPRACTICESCHANGEHOWLOCALFOODSAREPRODUCED,MARKETED,ANDDISTRIBUTED,WITHLONGTERMEFFEC
43、TSFORFOODANDAGRICULTURESYSTEMSBEYONDTHEFASTFOODINDUSTRYINTHESECOUNTRIESTHELAXREGULATORYENVIRONMENTINMANYDEVELOPINGCOUNTRIESANDTHEVALUEPLACEDONECONOMICDEVELOPMENT,OFTENTOTHEDETRIMENTOFSOCIALANDENVIRONMENTALPROTECTION,UNDERSCORETHEMULTIPLEDIMENSIONSOFFASTFOODSMETEORICRISETHESEVERITYOFTHEGLOBALCHILDHOO
44、DOBESITYPANDEMICCALLSFORNEWTHEORETICALFRAMEWORKSANDRESEARCHAGENDASTHATTAKEINTOACCOUNTTHEBROADFACTORSTHATAFFECTCONSUMPTIONPATTERNSANDBEHAVIORALCHOICESRELATEDTOPUBLICHEALTHCRISESTHEGVCPARADIGMGIVESUSAFOUNDATIONTOEXAMINEHOWSOMEOFTHEMAINCORPORATESTRATEGIESANDINTERNATIONALPROCESSESRELATINGTOTHEPRODUCTION
45、,DISTRIBUTION,ANDTHEMARKETINGOFFASTFOODCOMPANIESARELINKEDTOCONSUMPTIONPATTERNSAROUNDTHEWORLDANDTOCHILDHOODOBESITYASAHEALTHPROBLEMTHERISEOFTHEFASTFOODINDUSTRYHASINUENCEDTHESOCIALCONDITIONSOFLIFEINDEVELOPEDANDDEVELOPINGCOUNTRIESINWAYSTHATCANCONTRIBUTETOCHILDHOODOBESITYMANYFASTFOODCOMPANIESHAVEALREADYB
46、EENCOMPELLEDTOCHANGECERTAINPRACTICESWITHINTHEFASTFOODGLOBALVALUECHAIN,BUTRESEARCHISSTILLNEEDEDTOASSESSWHETHERTHEHEALTHRELATEDINITIATIVESOFTOPRMSAREMERELYSUPERCIALTHESTRUCTURALENVIRONMENTTHATTHESECOMPANIESSHAPE,NATIONALLYANDGLOBALLY,CONTINUESTOCONSTRAIN,INDUCE,ANDPRESSUREHOWINDIVIDUALS,ANDESPECIALLYC
47、HILDREN,MAKEFOODCHOICESTHATCANADVERSELYAFFECTTHEIRHEALTH译文快餐的营销和销售资料来源CONTEMPORARYENDOCRINOLOGY作者MICHELLECHRISTIANANDGARYGEREF以1960年特许经营权在麦当劳的使用为开端，诸多快餐品牌随之应运而生。以麦当劳和百胜餐饮集团为例，作为全球最大的餐饮连锁企业中的佼佼者，他们不仅应用了大规模生产的概念，并且改变了其中食物的生产、分配和销售流程，而这些改变又同时取决于行业的龙头企业、品牌快餐店以及供应商三方。其中，品牌快餐店需要直接和农产品生产者沟通，决定了食品如何被培育、生产、包
48、装、分配以及呈现的过程。随着1990年对发展中国家贸易壁垒的取消，快餐连锁企业通过全球扩张的方法得到了前所未有的发展，更是大大加快了一些龙头企业的全球化发展进程。百胜餐饮集团就是一个典型的联合大企业的例子，旗下有肯德基、必胜客、塔可钟、海滋克以及艾德熊等多个餐饮品牌。2008年，百胜集团声称在多于110个国家以及区域开有36,000家餐饮店，其中，肯德基无疑是百胜最强大的品牌，它在拥有5,253家在美国的连锁店以及10,327家在全球的连锁，仅仅在中国大陆就拥有2,497家。但是，麦当劳至今为止仍是全球快餐品牌的领头羊，同年，麦当劳在全球共有31,967家餐饮店，其中56的连锁店更是开设在本土
49、之外，它在中国大陆拥有的连锁店为1021家，是2003年的两倍。墨西哥、巴西、印度、越南以及菲律宾等国家也纷纷效仿快餐革命。迄今为止，墨西哥开设有379家麦当劳，巴西也开设了562家。印度作为一个以传统香料以及本土美食闻名的国家也正在经历一场快餐盛宴，自2006年起，已拥有多于45家肯德基并预计将在2010年发展超过120家并且开设132家麦当劳。越南，现今作为国际贸易组织的一员，正在努力推进卡乐星以及火奴鲁鲁的特许经营权。菲律宾更是在2000年就拥有了2000家全球品牌快餐连锁店。快餐企业进入新兴市场，以实力、科学技术以及现代西方的形象大大影响了本土粮食生产的方方面面。MATEJOWSKY认为高效以及规范的快餐运作方式是其优越于本土食品的法宝。全球化快餐和本土快餐的互作效应主要体现在全球化农业综合企业的粮食采购方式是向本地农场买进还是出租自己农场的土地给本地种植者种植后再向他们买进。这些本地农场的粮食供应对象范围很广，从本土食品制造商、全球的快餐连锁店到跨国企业在都有涉及。在发展中国家中，同跨国企业一样，国内企业也同样实行农业产业化、食品加工以及开设快餐店等举措。本地农场主、制造商以及快餐公司现在使用的快餐业运作的标准、流程以及科学
