臺灣連鎖餐飲加盟品牌策略建構之商業模式研究

A Preliminary Investigation of Business Model in Brand Marketing of Food and Beverage Franchise

劉晉彰(Ching-Chang Liu) ； 郭中麟(Kuo, Chung-Lin)

《國立虎尾科技大學學報》 33卷4期 (2017/06) Pp. 81-96

https://doi.org/10.6425/JNHUST.201706_33(4).0006

摘要

臺灣連鎖餐飲加盟品牌一直以來都被大眾認定為，進入連鎖品牌經營模式之中的最低門檻，這也是許多創業及轉業者優先考慮之產業。本研究動機在於探究趨使飽和的餐飲連鎖市場，要立足與開創全新的歷程並非容易的事。事實上，連鎖加盟體系中的策略，除了加盟總部之外，另一個構成要素即為「加盟者」，若沒有加盟者的加入，則無法構成一個完整之連鎖體系，且加盟者的表現對於整個連鎖體系之營運成效影響是值得探討。其次，探討連鎖總部在面對現今的創業環境，對於眾多想以創業加盟潛在加盟者，事前做好加盟的評選已成為重要的課題。有鑑於此，本研究將針對連鎖餐飲加盟產業進行研究與分析，欲瞭解連鎖餐飲加盟產業中，連鎖餐飲加盟產業現況與歷程之分析。而本研究是透過文獻分析法及觀察法，將文獻資料整理並做剖析，加上觀察法與訪談法取得一手資料，來探討連鎖餐飲品牌加盟策略之建構商業模式的未來趨勢。除此之外，探討連鎖餐飲加盟品牌之產業國際化的價值，與連鎖餐飲經營模式之目的、優勢之間的關係影響，皆為本研究之目的。基於前述，本研究結論將以臺灣餐飲連鎖加盟體系為研究對象，探討連鎖餐飲品牌加盟策略之商業模式建構，與關鍵成功因素的影響程度有何影響，且連鎖餐飲系統商業模式思維之品牌權益價值對上述經營績效的影響程度為何，這都是本研究分析探討之重點。

關鍵字

連鎖餐飲加盟 ； 品牌策略行銷 ； 商業模式

並列摘要

Food and beverage franchise brands in Taiwan have always been regarded by the public as the consumption industry with lowest barrier to enter a chain brand. Additionally, it is an industry that numerous entrepreneurs and people transferring their businesses take into consideration first as well. However, it is never easy to have a foothold on this almost saturated food and beverage chain market. Nevertheless, the growth of a chain or franchise system is composed of ＂franchisees＂ in addition to franchise headquarters. That is to say, the chain system cannot be considered complete if no franchisee participates in. In addition, the performance of franchisees influences the operation effects of the entire chain system. Therefore, it has become an important issue for chain headquarters to select suitable franchisees in today's entrepreneurial environment where there are numerous potential franchisees who intend to start up their businesses. Therefore, the study probed into food and beverage chain and franchise industry to mainly intend to comprehend the current status of the industry and the motivation of franchisees choosing to obtain franchise in the industry. It also investigated into the content of cognition and development of the industry of chain and franchise brands and their relationships. Moreover, the study employed Observation method and In-Depth Interview. It probed into the internationalization value of the industry of food and beverage chain and franchise brands, the relationship and influence of purposes and advantages of management modes of food and beverage chains. Based on the aforementioned research motivation, Taiwan's food and beverage franchise system served as the subject of the study. The study probed into the influence of key success factors of marketing and business modes of food and beverage chain brands and into the influence of relationship and connection of organizations upon their management performance.

並列關鍵字

Food and Beverage Franchise ； Brand Marketing ； Business Model

參考文獻

連 鎖 事 業 與 加 盟 http://203.68.0.44/stone/ea/unit_13/unit_13_1.htm

陳文凱，2003，台灣連鎖加盟經營成功因素 之研究-以加盟主之認知為例，國立暨南國際 大學管理學院國際企業學系。

創業選加盟要慎選品牌和正確心態 http://www.franchise.com.tw/cms/theme/index- 10.html

許倩棱，2012，餐飲業之經營現況與未來趨 勢，商業發展研究院，台北:經濟部商業司 委託。

臺灣連鎖加盟促進協會 http://www.franchise.org.tw