臺灣博碩士論文加值系統

近年來，在國際化與全球化的潮流下，許多企業迅速地走出國界，邁進更有市場潛力的海外地區。而在各種國際擴張的方式當中，國際加盟連鎖制度似有益發盛行的趨勢。此外，由於零售業是一種立地化程度很高的產業，因此零售業之經營者在進行國際化的過程中，必須充份地將其業態經營方式當地化，以適應當地市場環境且迎合消費者之需求。然而，零售企業母公司之經營者因缺乏當地市場營運之經驗，故在本土化的過程中可能會與消費者的期望產生落差，此時，主加盟者的重要性將不言可喻。
另一方面說來，由於知識已成為企業成長動力與最重要的策略性資產，因此組織的知識管理活動愈發受重視。況且，對於進行國際擴張的零售業者而言，如何將本身的品牌經營知識與當地的市場及顧客知識相結合，將會影響到進入國際市場的成功與否，而這種整合加盟總部之經營知識與當地市場知識的平臺，即為國際加盟連鎖系統中的主加盟者。故本文以主加盟者之角度和層級，來探討零售化國際化過程中有關知識移轉、整合與組織學習之知識管理活動，將有助於加盟總部充份瞭解將經營知識當地化之方式，且對於主加盟者之當地市場擴展與開發具有積極的正面效益。
本研究以個案分析方法探討「上海統一星巴克咖啡」與「中國真鍋咖啡」所從事的知識管理活動，而研究結果的重要發現包括：(一) 除了國際化的推力及拉力外，知識複製的低成本特性亦為主加盟者進行國際化的主要動機之一；(二) 若主加盟者所能獲得的企業網絡資源越多，則主加盟者必須進行較多且較複雜的知識移轉及整合活動；(三) 在組織學習方面，主加盟者皆較偏重標竿學習與不斷改良的學習方式；(四) 若主加盟者的企業網絡資源愈多時，主加盟者亦可能運用實驗學習的組織學習方式，反之，則可能透過外部學習來進行組織學習。
本研究建議在企業國際化的過程中，應嘗試加入知識基礎觀點進行企業國際化之競爭優勢分析，而且在零售業國際化過程中，母公司或加盟總部應強調且關注主加盟者的知識管理活動，並透過知識移轉、整合、組織學習的方式提高主加盟者的知識存量，方能有利於零售業國際化之成功。

With the increasing importance of internationalization and globalization, many companies cross the boundaries for the potential regions, and retailers are included. Then among variety of internationalization explorations, international franchising systems become growingly common. Furthermore, in order to cater to customer needs and adapt to local market environments, the international retailers usually empower master franchisees the responsibility and right of local market development. Therefore, the roles of master franchisees will get more and more tremendous at the internationalization processes of retailers.
On the other hand, when knowledge management activities of organizations catch more and more attentions, how to combine the organizational knowledge and market knowledge, for retailers, will influence the success of international explorations. And master franchisees will exactly provide a platform for such knowledge combinations. Therefore, the study researched the knowledge transfer, integration and organizational learning in the internationalization processes of retailing from the level of master franchisees.
The author took international coffee chain stores for case study, and found 1) the low costs of knowledge replication became another main motivation of internationalization; 2) the master franchisees may use more benchmarking and continuous adaptation for organizational learning; 3) if master franchisees could access more resources, they may use experimentation for learning; on the contrary, they may use external learning if less resources could be accessed.

中文摘要……………………………………………………………………i
英文摘要……………………………………………………………………ii
誌謝…………………………………………………………………………iii
目錄…………………………………………………………………………iv
表目錄………………………………………………………………………v
圖目錄………………………………………………………………………vi
第一章 緒論…………………………………………………………………1
第一節 研究背景與動機……………………………………………………1
第二節 研究目的……………………………………………………......3
第三節 研究範圍……………………………………………………......4
第四節 研究流程……………………………………………………………5
第二章 文獻探討…………………………………………………………7
第一節 國際連鎖加盟制度與主加盟者之類型……………………………7
第二節 零售業國際化動機……………………………………………....11
第三節 企業集團網絡資源…………………........................21
第四節 知識管理活動....…………………………………………………27
第三章 研究方法……………………………………………………………54
第一節 研究架構……………………………………………………………54
第二節 變數定義與衡量……………………………………………………55
第三節 個案研究法……………………………………………..........57
第四節 研究對象………………………………………………..........61
第五節 資料蒐集與訪談設計………………………………………………63
第四章 個案分析……………………………………………………………67
第一節 上海統一星巴克……………………………………………………67
第二節 中國真鍋咖啡……………………………………….. …………90
第三節 命題發展…………………………………………….. ………104
第五章 結論與建議………………………………………………………113
第一節 研究結論與管理意涵………………………………………………113
第二節 研究建議………………………………………………..........120
第三節 研究限制………………………………………………..........122
第四節 後續研究建議………………………………………………......123
參考文獻………………………………………………………………………124
附錄一 訪談大綱……………………………………………………………130
附錄二 訪談記錄……………………………………………………………131
表2-1 解釋國際化概念之方式……………………………………13
表3-1 研究變數之概念性定義與衡量……………………………55
表3-2 受訪者基本資料……………………………………………61
表3-3 各種資料來源的優缺點……………………………………64
表4-1 統一星巴克的門市分佈……………………………………71
表4-2 統一超商流通次集團之成員………………………………74
表4-3 星巴克目前所進入的全球市場……………………………77
表4-4 星巴克咖啡在中國三地之規模…………………. ………80
表4-5 中國真鍋咖啡館的門市分佈………………. ……………91
表4-6 台灣客喜康的門市分佈…………………. ………………93
表4-7 上海統一星巴克與中國真鍋之個案分析表………………104
圖1-1 研究流程圖…………………………………………………6
圖2-1 主加盟系統之組織型式……………………………………9
圖2-2 加盟系統國際化之模型……………………………………15
圖2-3 四種組織學習方式…………………………………………49
圖3-1 研究架構……………………………………………………54
圖3-2 個案研究的設計類型………………………………………58
圖4-1 星巴克咖啡進入中國市場之示意圖………………………79
圖4-2 真鍋咖啡進入中國市場之示意圖…………………………98

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