分析日本連鎖餐飲業之輸出型態與商業模式

Analyzing the Export Mode and Business Model of Chain Restaurants in Japan : Sythesising from Cases

張凱勛(Kai-Shun Chang)

指導教授 ： 蔡文鈞 ； 陳筱琪

中原大學/商學院/企業管理研究所/碩士(2014年)

https://doi.org/10.6840/cycu201400387

摘要

摘要
近來國內外市場的競爭加劇，使得各國連鎖餐飲業者皆面臨國際化的需求，但在執行國際化輸出時幾乎所有業者都面臨到輸出形態的選擇與商業模式調整上的困難。本研究為解決上述問題並提出有效的建議，發展國際化之「輸出考量因素」、「輸出方式」、「商業模式」共三個流程，以亞洲國際化經驗豐富之日本連鎖餐飲業做深度訪談與分析，本研究的目的有三：1.分析國際化類型與輸出考量要素；2.探討輸出商業模式；3.探討國際化類型與商業模式之時間演繹。
本研究為詳細分析餐飲業國際化的過程與階段性的調整，採半結構式(semi-structured Interviews)的深度訪談法(in-depth interview)，透過訪談分別分析日本國際化輸出個案之8家連鎖餐飲業者1.連鎖迴轉壽司K集團；2.連鎖烏龍麵U集團；3.連鎖拉麵I集團；4.吉野家；5.摩斯漢堡；6.和民；7.加州風洋食館；8.勝博殿為個案對象分析，並輔以國際知名連鎖業者肯德基做美日輸出形式與商業模式差異的比對。
本研究流程以根據文獻回顧透過重複性分析比對共16項商業模式的組成要素，另針對輸出考量提出共4項決策要素以組成國際化流程圖。本研究在透過上述9家個案的訪談做彙整與分析後於結論處針對企業國際化輸出形式的評估提出「環境與時間點」、「集團規模」、「企業文化與認知」共三項標準，另在上述之16項商業模式組成要素中針對餐飲業國際化商業模式萃取「產品創新」、「策略」、「訂價」、「價值網路」、「顧客區隔」、「顧客滿足與支援」共6項要素。本研究也透過時間序列將商業模式的演繹分類為「初輸出階段」、「完成輸出階段」、「後完成輸出階段」與「成熟化輸出階段」四種類，分別做商業模式階段性變化的討論，並提出「企業本土既有商業模式領導」、「在地化商業模式領導」、「標準化商業模式與合夥形式領導」、「完全標準化商業模式」的階段性演繹，這也是在過去研究中較少被討論的部分。

關鍵字

國際化輸出 ； 商業模式要素 ； 連鎖餐飲業 ； 階段性演繹

並列摘要

Abstract
For the recent years, both of the local market and the overseas market are competitive, and it makes the franchise restaurants need to do internationalization. However, the companies implementing international export are difficult to choose the type of international export and adjust their business model. This study has three effective processes -“factors of export considerations”, “the way of export” and “business model” to develop internationalization and solve the problem they had. On the other hand, the purposes of this study has three different parts, first is analyzing the types of internationalization and the factors of export considerations, second is studying business model, the last is studying the internationalization types and the business model’s evaluation in different time.
This study was divided into analyzing the processes of catering industry internationalization and theirs adjustments in stages. This study uses semi-structured interviews of the in-depth interview to analyze 8 chain restaurants cases in Japan according 1.Kura Groups；2.Utaundon Groups；3.Eat & Groups；4.Yoshinoya Groups；5.Mos Burger Groups；6.Watami Corporation’s；7.Skylark Groups；8. Green House Holding. Study also using the famous franchise restaurant (KFC) to compare the types of export in the U.S.A and Japan to compare the different cultures and management way are affecting the differences of their export style and business models.
According to literature, this study compares and checks totally 16 factors of business model. Proposes 4 decision factors to build a flow chat of internationalization. By analyzing 9 cases to synthesize a conclusion of this study includes three standards-“environment and timing”, “scope of conglomerate” and “corporate culture and cognition”. This study also extracts 6 elements “product innovation”, “strategy”, “price”, “value network”, “customers segment”, and “customers satisfaction and support” from the 16 elements of business model. Furthermore, this study divides catering industry into three parts -“beginning export stage”, “complete export stage” and “mature export stage”. And according to each stage we suggest to follow the original business models → localize business models →high standardize models and partnership. The study we did are also rare mentioned in past research.

並列關鍵字

Franchise Restaurant ； Elements of Business Models ； Internalization Export ； Stage Evolution in Different Timeline

參考文獻

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