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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/110984

    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。
    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」。
    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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