投資大陸餐飲連鎖加盟經營策略之分析 : 以臺商為例

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Title:	投資大陸餐飲連鎖加盟經營策略之分析 : 以臺商為例
Other Titles:	The study of business management strategy in China’s food and beverage franchise chain : with Taiwanese investments as an illustration
Authors:	林碩璽;Lin, Shuo-hsi
Contributors:	淡江大學國際商學碩士在職專班林宜男;Lin, Yi-nan
Keywords:	連鎖加盟店;特許加盟;連鎖加盟;餐飲連鎖業;Chain Store;Franchise Chain;Chain Franchise;Food and beverage franchise chain.
Date:	2010
Issue Date:	2010-09-23 15:37:35 (UTC+8)
Abstract:	本文以中國大陸台商投資餐飲連鎖業為研究對象，並且以餐飲連鎖加盟業為範圍。首先將以國際間對連鎖加盟業的定義加以探討，並進而了解該產業在中國大陸的特許經營管理條例架構下的發展，尤其是中國大陸對連鎖加盟業所做的投資獎勵。在獲得初步認識後，可深入了解中國大陸的連鎖加盟產業與先進國家間的差異。本文將聚焦在中國大陸連鎖加盟業的開放政策以及相關獎勵措施。最後將針對台商餐飲連鎖業在中國大陸發展所面臨的優勢與所面臨的問題加以探討，提出對台商業者在中國大陸發展連鎖加盟業的建議。本論文研究之議題如下：第一、國際間對於連鎖加盟的規範。第二、中國大陸在連鎖加盟上與國際規範接軌現況。第三、中國大陸連鎖加盟產業發展現況與問題。第四、台商投資大陸餐飲連鎖加盟業的優勢與面臨的主要問題。第五、對台商在中國大陸投資餐飲連鎖加盟，將提供分析與建議。研究結果顯示餐飲品牌想要成功的經營，其形成品牌有制度、有策略、有系統的餐飲營運須具備：一、有研發創新產品和服務的能力。二、有明確清晰的定位（產品、客群、價格帶）。三、有系統的營運軟體（營運制度、管理體系）運作。四、有CIS企業形象的營業面和服務軟體。五、有經營策略和組織的運作。因此在經濟成長的過程中，為滿足廣大的消費市場需求，兩岸餐飲業者，開始著重於品牌的建立藉以擴大營運規模。 Regarding of contents, Taiwanese investments in China’s food and beverage franchise chain as the research object, and the restaurant franchise industry in the range. Firstly, it will be the international definition of the franchise industry to be discussed, and further understand regulations on administering commercial franchises under the framework of development. Particularly, mainland China made investment incentives for the franchising industry. The preliminary understanding may in-depth realize of China''s franchising industry the differences between the advanced countries. It will focus on the franchise industry in China''s open policy, and related incentives. Finally, for the Taiwanese restaurant chain development in China face the advantages and the problems by them are discussed. Taiwanese’s business development will be suggested in the franchise industry in mainland China. The study subjects are as follows: First, do the research on the international norms for the franchise. Second, do the research on the current situation of the mainland’s franchising into line with international norms. Third, do the research on the current situation and development problems of the China franchise industry development. Fourth, do the research on what the strengths and key issues have to face for Taiwanese investments in China’s food and beverage franchise chain. Fifth, we would like to provide analysis and recommendations on Taiwanese investments in China’s food and beverage franchise chain. The results show that brands want to be successful catering business, the formation of brand system, a strategy, a system of catering operations must have: First, R & D of innovative products and services. Second, there is clear and precise positioning (product, customer base, price band). Third, there is the operating software system (operating system, management system). Fourth, there is CIS corporate image and services side of business software. Fifth, there is business strategy and operation of the organization. Therefore, in the process of economic growth, to meet consumer demand for large, cross-strait food industry began to focus on brand building to expand operations.
Appears in Collections:	[Graduate Institute & Department of International Business] Thesis

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