How to Make Right Strategy in Fast Food Centers

快樂蜂集團在菲律賓服務業中是表現非常傑出之企業。快樂蜂在菲律賓超過400家店，每天供應百萬以上菲律賓人享用餐點，不僅爲菲律賓速食業龍頭，同時在全世界也是最值得尊敬之企業（遠東經濟評論，2004）。爲了提昇企業能力並加強領導，快樂蜂在管理上有著源源不絕之創新策略。本研究結果可供目前速食業市場在研擬行銷策略時作爲參考，並建議菲律賓速食業者，在進行行銷規劃時，應將市場區隔中之目標市場集中於首都馬尼拉之顧客，發展最佳行銷策略。本研究期能透過速食業者對研究結果與建議之應用，使菲律賓速食業者在全球市場發展中更具競爭力。

關鍵字

速食業；經營策略；行銷；餐飲服務業

並列摘要

Jollibee is one of the Philippines' phenomenal business services centers. Day in, day out, Jollibee serves over one million Filipinos who flock to its more than 400 stores all over the country. From a modest beginning, Jollibee has grown to become not only the number one fast food center in the Philippines but also in the world because of its distinction of being the world's most admired company (Eastern Economic Review, 2004). To reinforce its capability and enhance its leadership, the management embarks on a broad range of strategic initiatives. Fast food center's current market status will be explored and referable marketing strategy will be proposed according to the results of this study. Suggestions focusing on the development of market targeting at Manila's customer will be made for fast food center's reference in marketing planning. The results would application and give fast food industry more competitive power in global market.