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研究生:張珮珊
研究生(外文):Pei-Shan Chang
論文名稱:台灣餐飲業進入大陸市場之動機、競爭優勢與策略
論文名稱(外文):Motivations, Competitive Advantages and Strategies of Taiwanese Food and Beverage Industry in China Market
指導教授:張瑞芳張瑞芳引用關係王雍智王雍智引用關係
指導教授(外文):Jui-Fang ChangGeorge Y. Wang
口試委員:林士貴許文西楊雪蘭
口試委員(外文):Shih-Kuei LinWen-Hsi HsuHsueh-Lan Yang
口試日期:2014-05-25
學位類別:碩士
校院名稱:國立高雄應用科技大學
系所名稱:國際企業研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2014
畢業學年度:102
語文別:中文
論文頁數:99
中文關鍵詞:餐飲連鎖加盟進入策略專家訪談法
外文關鍵詞:Industry of Food and Beverage ChainEntry StrategyExpert Interview
相關次數:
  • 被引用被引用:2
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  • 下載下載:20
  • 收藏至我的研究室書目清單書目收藏:1
隨著交通工具與網際網路的發達,產業的全球化勢在必行。台灣的小市場也勢必要與全球市場接軌,因此現階段台灣餐飲業積極全球佈局,而挾帶著全球五分之一市場的中國大陸由於地理及文化因素跟台灣相近,自然成了台灣餐飲業者進軍全球市場的跳板,試圖以台灣特色與服務專業打入大陸市場。
本研究結合文獻探討、問卷調查及專家訪談等研究方法試圖了解台灣餐飲業其國際化動機、所採取的進入策略及經營績效滿意度。首先檢視目前台灣連鎖餐飲者在大陸市場的經營環境,並且以所選擇的進入模式、經營策略關係探討與台灣餐飲業核心競爭力之相關文獻回顧。再經由業界人員之深度訪談彙集相關意見。此外設計問卷並選擇20家連鎖餐飲總部的中高階主管來進行調查,針對這些台灣連鎖餐飲業進入大陸市場的營運佈局、經營策略及成功因素來加以分析。本研究結果發現企業的進入動機、競爭優勢及策略考量會因為企業的發展策略不同而有所影響,而企業進入動機也會對經營績效滿意度有正向的影響。

With the development of transportation and Internet, the globalization is inevitable. It’s necessary for Taiwanese small market conform to the international market. As a result, Taiwan’s industry of food and beverage expand actively overseas at this stage. It tries to feature Taiwanese characteristic and professional service in China’s market.
The study combines literature review, questionnaires survey, expert interview and so on to explore the internalization motivations, market entry mode and financial performance of industry of food and beverage in Taiwan. Firstly, the study reviews the literature to the Taiwan chain restaurants current business environment in China market, entry mode, operating strategy and success factor. Second, the data is collected by in-depth interview with the food and beverage industry, and finally questionnaires are designed in accordance with the data collected. Then the questionnaire is applied to 20 mid-high ranked directors. Also the study has an analysis on business positioning and strategies adopted by the food and beverage industry in Taiwan when entering China market. The results show that motivations, competitive advantages and strategies of the company are significantly different. The entry motivations of the company will have positive influence toward financial performance.

中文摘要 i
英文摘要 ii
目錄 iv
表目錄 vi
圖目錄 vii
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 研究流程 4
第二章 文獻探討 6
第一節 連鎖加盟 6
第二節 進入策略 21
第三節 經營績效 27
第三章 研究方法 29
第一節 研究步驟 29
第二節 研究架構與假說 30
第三節 研究變數 33
第四節 資料分析方法 35
第五節 問卷設計 38
第六節 信度與效度檢定 39
第四章 研究結果 40
第一節 基本資料分析 40
第二節 敘述性統計 44
第三節 相關分析 50
第四節 公司基本資料與進入動機、競爭優勢與策略考量的變異數分析 52
第五節 進入動機、競爭優勢及策略考量對經營績效滿意度的迴歸分析 63
第六節 訪談分析 68
第五章 研究結論與建議 71
第一節 研究結果 71
第二節 管理意涵 75
第三節 研究建議與限制 75
參考文獻 76
中文部分 76
英文部分 78
附錄 一 84
附錄 二 84




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