In fact, McDonald's changed its name as early as 10 and 12. Moreover, the name Golden Arch was registered as early as 1993, and its main business is the import and export of McDonald's products and technologies. In other words, many hamburger materials provided by McDonald's to customers are provided by the Golden Arch, which has long been inextricably linked with McDonald's. McDonald's was originally founded by a pair of brothers named McDonald's, and later by its franchisee Ray? Crocker bought it and gradually expanded McDonald's sphere of influence by franchise chain marketing. The first franchise store opened in Phoenix, with the appearance of two golden arches, and the bright yellow is more eye-catching. Since then, McDonald's has been out of control. Therefore, renaming it "Golden Arch" is closely related to the emergence and development history of McDonald's. What we should see more is that the name change is only the appearance, and behind it is the change of the future development strategy of the enterprise. Moreover, before the name change, the business of McDonald's (China) had been acquired by CITIC Group, and the change of localization decision and core competitiveness was behind the name change.