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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/86870

    Title: 日本における外食産業の経営研究 : バーガーチェーンを中心に
    Other Titles: 日本外食產業的經營研究 : 以漢堡連鎖店為中心
    The research of dine-out in Japan : a study of hamburger franchise
    Authors: 蕭瀅萱;Xiao, Ying-Xuan
    Contributors: 淡江大學亞洲研究所碩士班
    Keywords: 外食產業;漢堡連鎖;低價格戰爭;競爭戰略;dine-out;hamburger franchise;low-price competition;Competitive Strategy;外食産業;バーガーチェーン;低価格戦争;競争戦略
    Date: 2012
    Issue Date: 2013-04-13 10:25:25 (UTC+8)
    Abstract: 本文主要是針對在外食產業的市場規模越趨縮小的情況下,漢堡連鎖企業會透過哪些促銷戰略來刺激買氣進而促使外食產業能夠蓬勃發展。此外,在一向採取低價格戰略的速食產業中,對於這樣的低價格戰略是否真的有其效果來進一步做探討。再者,更針對漢堡連鎖企業又是如何改變其自身的經營戰略來面對市場環境的變化以及消費習慣改變等等議題做進一步的探討。
    The main purpose of this paper is the dine-out market has become smaller, and the burger chain of leading companies how to let the dine-out industry become actively. In addition, in the fast food industry has always adopted a low-price strategy, and is that really effective? Furthermore, how to change its business strategy to deal with changes in market conditions and customers habits for hamburger chains.

    At this point, the hamburger chains occupies the majority of the market in the fast food industry mainly to discussion on the course of its business strategy and the developments of market. And take McDonald’s, Mos Burger, KFC and LOTTERIA for example, that are important role in the market, by the point of view of competitive strategy, price strategy and service markets to discuss what’s the market superiority for those companies. According to the 4P theory, the enterprise can plan various promotional activities to stimulate buying. For the hamburger chain, the first consideration is able to meet the various needs of consumers.

    The tangible goods and the intangible customer service are equally important for the fast food industry. So it’s necessary to keep good relationship with customers. In addition, both of low-price strategy and top-quality strategy have been to carry out in the same time, and provide a varied menu for customers to choose, as well as to provide every kind of shop to meet the diverse needs of customers. We can understand a successful enterprise must has clear market positioning to attract many customers to purchase in their shops.
    Appears in Collections:[亞洲研究所] 學位論文

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