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    Title: 上海餐飲業關鍵成功因素之研究 : 以臺商投資的餐飲企業為例
    Other Titles: The study of key success factor in food service/restaurant industry : Taiwanese investment in food service industry
    上海餐飲業關鍵成功因素之研究 : 以台商投資的餐飲企業為例
    Authors: 饒文雄;Jao, Wen-hsiung
    Contributors: 淡江大學國際貿易學系國際企業學碩士在職專班
    黃志文;Huang, Chih-wen
    Keywords: 上海;餐飲業;Shanghai;Restaurant Industry
    Date: 2006
    Issue Date: 2010-01-11 01:27:25 (UTC+8)
    Abstract: 餐飲業是國民經濟的一個重要產業,在2004年中國大陸餐飲業保持了較快的發展勢頭,零售額達到7,486億元,比上年同期淨增加1,330億元,成長21.6%,是繼1990年來連續14年實現兩位數高速成長。而餐飲業增速比同期社會消費品零售總額成長率多出8.3個百分點,占社會消費品零售總額的13.9%,對社會消費品零售總額的增長貢獻率為21%,拉動社會消費品零售總額增長2.79個百分點。由此可見餐飲業在國民經濟中的地位和作用具有其重要性。
    上海餐飲業佔社會消費品零售總額中的350億元,高於全國餐飲業平均增幅7.7個百分點。其中,在餐飲零售額城市最新排名中,超過百億元零售額的城市有17個,上海、廣州、北京、成都、西安分別以350.3億元、301.7億元、267.9億元、205.4億元和205.4億元位列前五名,上海市第一次取代廣州成為餐飲“霸主”,在全國中心城市中餐飲業零售額排名第一。
    本研究乃針對台商在上海地區投資營運,且月營業額達50萬人民幣以上之餐飲業者為研究對象,以深度訪談方式分析總體經濟環境、市場機會與需求面、產業前瞻、法令及政策面等來探討上海地區餐飲業的成功關鍵因素。本研究結果發現:
    ﹙一﹚ 台商普遍均認為未來中國大陸的總體經濟環境在國際經濟佔很重要的角色,對上海地區餐飲業整體經濟看法則亦是非常樂觀,長期則期待兩岸三通及轉型之成功,對上海餐飲業有很好的成長及發揮空間。
    ﹙二﹚ 上海地區餐飲業以客戶需求為主要走向;在餐飲品質、餐飲價位及食材的使用都能符合消費者需求,並朝向傳統與創新多變走向。未來行銷方面加強媒體的曝光亦為開發客源之重要方法。
    ﹙三﹚ 在WTO及2010年世界博覽會為上海之利多事項(加入WTO,當地業者認可使上海國際化、自由化),上海將積極發展成為國際都市,有良好的基礎建設,對於餐飲業有極大發展空間。且上海地區餐飲業目前仍屬成長期,未來須轉型朝複合式及連鎖發展,方可迎接未來成熟期之到來。
    ﹙四﹚ 上海地區餐飲業者,認為未來的競爭對手,以高知名度的洋食,並走專業化、兩岸化、國際化、有充份的經驗、規模亦大者,為主要競爭對手,故而未來之發展,均朝擴充規模國際化努力,也加強整合行銷,各業者也均有未來規劃藍圖,對未來餐飲的發展是樂觀的。
    The Food Service/Restaurant industry has always played a significant role in one nation’s economy. In 2004, Food Service/Restaurant industry in China achieved rapid growth with sales revenue totaling 748 billion RMB, a 21% growth over the previous year. Since 1990, it also marked a continual double digit growth from the past 14 years . The industry’s growth rate was 8.3% higher than the same period of Consumer Good sector and, representing 13.9% of total revenue in Consumer Goods sales. It contributed 21% of total growth in Consumer Goods and helped increase 2.79% of total revenue.

    The Food Service/Restaurant industry in Shanhai represents 35 billion RMB of total sales revenue of Consumer Goods, a 7.7% lead over the average growth nationwide. In China today, there are 17 cities with sales revenue in the food industry over 10 billion RMB. Among them, Shanhai, Kwonchoi, Beijing, Chendu and Sian top the list with sales revenue of 35, 30, 26.7, 20.5 and 20.5 billions RMB. for the first time, Shanghai even replaced Kwonchoi as the national champion in Food Service/Restaurant sales.

    Primary targets of this research are Taiwanese Food Service companies/restaurants invest and operate in great Shanghai area with monthly revenue over 500K RMB. The goal was to identify key factors of running a successful food business by analyzing Macro Economic Environment, Opportunities and Demands, Industry Forecast and Laws & Policies. Our findings demonstrated the following facts:

    1.Most Taiwanese companies believe that China will play a significant role in the global economy. They feel optimistic toward the future of the Food Service/Restaurant industry in Shanghai. In the long term, they await for cross straight transportation and shift in business models to allow more room for growth in the industry.
    2.Food Service companies and restaurants in Shanghai cater their services to the needs and demands of their clientele, in terms of quality, pricing and ingredients. Service provided is a mix of tradition and creativity. Enhanced media exposure will become a crucial mean of attracting new customers in the near future.
    3.WTO and 2010 World Affair will turn Shanghai into a truly internationalized city. (Local food business owners believe that by joining WTO, Shanhai will be even more globalize) Better infrastructure is a positive factor to future developments of the Food Service/Restaurant business. The industry is still in growth mode. It needs to develop its own franchises and multifunction restaurants.
    4.Food business owners in Shanghai believe that future competitors will be professional, international and experienced high profile foreign food giants which operate in both sides of the straight. Therefore, they are preparing themselves for globalization and expansion. They feel optimistic toward the future of the industry and are well planned for it.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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