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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/93607

    Title: 台灣連鎖餐飲業在中國市場發展策略之研究 : 以上海與重慶為案例
    Other Titles: Development strategies of franchise restaurant from Taiwan in Mainland China : cases study of Shanghai and Chongqing
    臺灣連鎖餐飲業在中國市場發展策略之研究 : 以上海與重慶為案例
    Authors: 李卓穎;Lee, Cho-Ying
    Contributors: 淡江大學中國大陸研究所碩士在職專班
    Keywords: 連鎖餐飲業;消費者特性;franchise restaurant;Shanghai;Chongqing
    Date: 2013
    Issue Date: 2014-01-23 13:19:22 (UTC+8)
    Abstract: 中國大陸「十二五規劃」希望轉變經濟發展方式,在「十二五」規劃與調漲工資等政策的推波助瀾下,將帶動內需消費市場成長,使服務業為下一波崛起的產業;而餐飲服務業是在地化的產業,與民生息息相關,在與中國大陸語言相通與習俗相近的條件下,台灣業者相較於其歐美其他競爭對手國家而言,在大陸擁有更多的發展空間與合作商機。
    China’s Exported-wealth has decreased its prosperous, the changing and up great to current main industry’s structure becomes the primary policy to China government. The china 12th 5 year plan has expand the domestic consumer market; with its higher standard living of society and higher GDP growth, the catering industry in china had become one of the highest gross rate industry. Due to society’s livelihood, the franchise restaurant is still considered a localize culture and with its resembling language and custom, the Taiwanese companies has more competitive Advantages to expand the franchise restaurant in Mainland China.
    This research is based on interviewing Mos burger, Dicos, Wong-Pin Corp.; to understand the current situation of managing/expand franchise restaurant from Taiwan in Mainland China: Currently, the consumer market has decreased, the price of commodities and the cost of labor are concisely growing. Yet businesses are facing the new challenge relate to food safety incident, lack of human resources and higher taxation- the franchise restaurant had gone into the age of “meager profit age”. However, the expand of these business never stopped, due to the large population of its consumer and high growing of GNI, many franchise restaurant from Taiwan in Mainland China deem positive market in long term. The case study of strategy to expand franchise restaurant features: To expand in subordinate cities (second-tier city, third-tier city),Mos burger and Wang-Pin corp has already gone as OTC in 2011, Resource integration, Multi-brand, multi-scope of catering business, Training local employers.
    Appears in Collections:[中國大陸研究所] 學位論文

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