近年來連鎖加盟業成長快速,2004年連鎖體系家數達到859家,較2003年成長21.3%,其中以餐飲服務業的家數成長幅度最高,於2004年餐飲連鎖的家數為231家,且總店數已超過2萬家。 本研究試圖透過產業經營上的相關文獻、次級資料收集、產業分析,並以所選擇的餐飲連鎖業個案公司為例,對餐飲連鎖業之競爭優勢進行研究,以探討台灣餐飲連鎖產業之競爭優勢。 在個案選擇部份,以2004年連鎖店年鑑中之「各式餐廳」類為主,選擇品牌形象良好、有相當經營規模之企業,且特別選擇台灣、美國、日本等3國之餐飲連鎖品牌以做比較。 經分析比較受訪個案,其競爭優勢大部份相同,除少數幾項為各自所獨有之競爭優,茲將個案最重要之共同競爭優勢之構面/項目列出如下: 1. 在目標市場及行銷作業方面:品牌形象建立、餐點特色、餐廳風格特色。 2. 在服務流程作業方面:各店廚房作業、各店外場服務作業。 3. 在採購相關作業方面:主要食材採購。 4. 在技術發展作業方面:產品特色改善技術。 5. 在有關人力資源管理作業方面:培訓、考核、升遷。 6. 在企業基礎設施建立方面-營運總部設施:一般管理-作業流程、電腦化程度、企劃-連鎖加盟制度、規模-品牌數、店數、人員。
Chain and Franchise Industry has quickly developed in these years. It had 859 businesses of chain systems in 2004,that was grown up 21.3% than 2003. Its growth range was highest, especially in food & beverage service , it was 231 businesses of food & beverage chain in 2004 and it had exceeded 20000 restaurants in total. This research try to search and study for food & beverage chain industry’s competitive advantage by the related bibliography of industry administration, the collection of secondary data, industry analysis, and choose company’s cases of food & beverage chain industry for examples, in order to understand the competitive advantage of Taiwan’s food & beverage chain industry. To the parts of cases choosing, in the major of 『kinds of restaurant』in 2004’s chain annual ,choosing the enterprises of good brand image and quite management scale, in order to compare with food & beverage chain brands especially choosing of three countries of Taiwan、America、Japan . By way of analysis and comparing with visiting cases, they’re most same in competitive advantage, expect for small items of their sole competitive advantage; now present the most important competitive advantage of structures/items in these cases, as follows : 1. In target market & marketing aspect:the establishment of brand image、the specialty of food、the special style of restaurant、placing and position of restaurant, the activities of promotion , the advertisements of media。 2. In service operating process aspect:the kitchen operation of different branch, the treating service operation of different brunch。 3. In procurement aspect:the purchasing of chief stuff。 4. In technology development aspect:improving skill of products characteristic。 5. In human resource management aspect:training、review、promoted。 6. In firm infrastructure aspect:management and computer system、chain and franchise system、scale-numbers of brand、numbers of restaurant、employees。