台灣餐飲連鎖品牌國際化經營模式之探討－以度小月擔仔麵為例

台灣市場規模相對小，但企業欲往海外發展又可能面臨諸多經營障礙，有鑑於此，本研究欲探討國際化相關議題，期能提供台灣餐飲業，做為跨入國際的參考。本研究採次級資料分析、深度訪談，以台灣百年老字號餐飲品牌度小月為例，探討其國際化動機、營運與績效的關係:本研究結果：1.餐飲業國際化的動機基於企業本身之考量，因具有所有權優勢加上人際網絡連結也就是透過合作夥伴協助達到擴增其組織範圍。2.個案國際化歷程及海外進入模式以合約方式進行，國際分工的原物料關鍵品項是由母國供應，人員則採在地化，另作業流程及教育訓練採標準化，產品口味保留原味但些微品項會調整甚至在地化。3.針對國際化經營績效的評估，業者對整體海外經營績效給予肯定的評價。

關鍵字

餐飲產業；加盟連鎖；國際化動機；進入策略

並列摘要

The market place in Taiwan is tiny with the more unpredictable management issues for enterprises to go oversea. Based on those issues, this study focuses on the relatedness internationally, the authors strive to discover the strategies for future catering industry going global. Du Hsiao Yueh represents the greatest flavor for over one hundred years, and also chin restaurants management in Taiwan. It focuses on relationship in the motivation in going global, operational management and the performance. Through secondary data analysis and in-depth interviews, the results show that 1. The internationalization of the catering industry is based on the consideration of the enterprise itself, because of the ownership advantage and interpersonal network link is through the partners to help expand the scope of its organization. 2. The internationalization process of the case and the overseas entry mode are carried out by way of contract. The key items of the international division of labor are supplied by the home country. Personnel are adopted, and the other work process and education and training are standardized. The taste of the product is preserved. Some micro-items will be adjusted even in the localization. 3. For the assessment of international business performance, the industry's overall overseas business performance is given a positive evaluation. It is expected that this study will provide catering industry in Taiwan to see whether their international motives are similar to those of the industry, and refer to the well-established companies in their international operations and strategies to prepare for the international arena.

並列關鍵字

catering industry ； joining chain ； international motivation ； entry strategy

國際替代計量

台灣餐飲連鎖品牌國際化經營模式之探討－以度小月擔仔麵為例

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