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    Title: 台灣小吃業國際發展最適進入模式之探討
    Other Titles: Exploring the appropriate global entry mode of the Taiwan's gourmet snacking industry
    Authors: 卓秀芳;Cho, Hsiu-Fang
    Contributors: 淡江大學企業管理學系碩士在職專班
    王居卿;Wang, Chu-Ching
    Keywords: 台灣小吃業;國際進入模式;折衷理論;授權模式;中小企業規模;Taiwan's Snack Industry;International Entry Mode;Eclectic Theory;Franchising Mode;Small and Medium Scale
    Date: 2016
    Issue Date: 2017-08-24 23:40:58 (UTC+8)
    Abstract: 從觀光局公佈的統計資料顯示,享受台灣美食已成為國際旅客來台觀光主要目的之一,由此可知台灣美食得到了國際上的相當肯定,特別是以種類多樣化的台灣小吃為代表。2010年經濟部所執行的「美食國際化」之計畫,主要以協助台灣美食輸出國際為目的,同時,也鼓勵台灣小吃業者透過本身所具備的優勢進行國際化發展。基於此,本研究以Dunning折衷理論為研究基礎,探討台灣小吃業國際發展應具備的優勢及影響選擇進入模式之重要因素,並分析出台灣小吃業最適合的國際進入模式類型。本研究亦將小吃業的「企業規模」及「發展階段」設為干擾變項,探討是否在應用Dunning理論時,這兩個干擾變項會影響進入模式(出口、授權、合資、獨資)的選擇。
    本研究採用質性研究中的多重個案研究法,針對台灣小吃的四種類型,選擇七個已國際化發展之實際個案為樣本進行深度訪談,並依文獻探討及次級資料的收集,按個案目前國際發展現況,設定可量化的指標,以「量表」型式分析個案國際化發展所具備之優勢程度。經文獻探討、次級資料之內容分析與訪談驗證後,本研究有以下重要發現:
    1.台灣小吃業之國際化發展應具備「所有權優勢」及「內部化優勢」。
    2.折衷理論中之區位優勢對台灣小吃業未有重要影響。
    3.影響台灣小吃業選擇授權模式的因素為「企業資源少」及「國際化營運 經驗不足」。
    4.目前適合台灣小吃業國際發展之進入模式為「授權模式」。
    5.台灣小吃業可於「品牌化發展階段」朝「名店」發展,以利於提高國際發展機會。
    6.台灣小吃業「商品化階段」對進入模式有干擾的作用。
    7.台灣小吃業「中小企業規模」對進入模式有干擾的作用。
    According to the statistic of Tourism Bureau, one of the main purposes for foreign tourists come to Taiwan is to enjoy Taiwan’s food, which shows Taiwan’s food, especially the diversity of Taiwan’s snacks, has already been recognized internationally. The main purpose of the “Gourmet Taiwan” project launched in 2010 by Ministry of Economic Affairs is to assist exporting Taiwan’s gourmet, and to encourage Taiwanese snacks industry go internationally with own strengths and advantages.
    This research, based on Dunning Eclectic Theory, is to explore the advantages required and the key factors of choosing business models going internationally, as well as to analyze the best fit model for international development. Additionally, this research take both snacks industry’s “company size” and “development stage” as moderating variables, to explore how both variables will influence the choices of entry models (exporting, franchising, joint venture, and sole ownership) while applying the Dunning Eclectic Theory.
    This study adopts multiple cases study of qualitative methodology: selects seven companies, which are in different snacks fields and already have business internationally, as samples to be analyzed , conducts in-depth interviews, reviews related literatures and secondary data, and sets quantitative indicators based on international development status and then to analyze the advantage degree in international development for each case. Through literature review, content analysis of secondary data, and the verification in interviews, this research has following important findings:
    1.“Ownership advantages” and “internalization advantages” are required for international development of Taiwan’s snacks industry.
    2.Location advantage in Eclectic Theory seems to have no significant impact on Taiwan’s snacks industry.
    3.The lacking of enterprise resources and international experience in operation are the two main factors leading the choice of franchising mode for snack industry.
    4.Franchising mode is the most appropriate mode for Taiwan’s snack industry to go internationally.
    5.“Boutiques” strategy can be used in branding development stage, and it will help to increase international development opportunities for Taiwan’s snack industry.
    6.Commercialization stage has moderating effect on entry mode for Taiwan’s snacks industry.
    7.Small and medium scale has moderating effect on entry mode for Taiwan’s snacks industry.
    Appears in Collections:[企業管理學系暨研究所] 學位論文

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