自創品牌策略與連鎖經營模式對企業品牌價值影響之研究—以台商佈局中國大陸連鎖餐飲業為例

Own Brand Strategy and Chain Business Model with Brand Value ─ Taiwan’s Restaurants Chain Store in Mainland China

陳盈秀(Ying-Hsiu Chen)

指導教授 ： 張光正 ； 呂鴻德

中原大學/商學院/企業管理學系/碩士(2007年)

https://doi.org/10.6840/cycu200700296

摘要

本研究以不同餐飲業類型為系絡變數，分析台商佈局中國大陸連鎖餐飲業所採取的自創品牌策略、連鎖經營模式的考量以及對品牌價值的影響，冀期盼能提供台商投資中國大陸連鎖餐飲業時的一個參考架構。經過相關文獻探討，本研究將自創品牌策略依照路徑(path)發展，分成「品牌延伸型」和「本土驅動型」兩類，另外在連鎖經營模式上，分成兩構面來討論，一是企業所採取的「連鎖經營類型」，而另外則是「連鎖總部機能」的策略作法。最後以Interbrand集團評價品牌價值之構面來做為評量品牌的標準。
本研究採行個案研究法，與六家個案企業(一茶一坐、季諾、王品、迪歐咖啡、休閒小站與仙踪林)進行深度訪談，並彙整分析相關次級資料後發展出相關命題，本研究的結論如下：
1.台商佈局中國大陸連鎖餐飲企業，所採取之自創品牌策略類型對於連鎖經營模式有影響。採取本土驅動型的企業，在「連鎖總部機能完備度」上有較佳的表現。
2.台商佈局中國大陸連鎖餐飲企業所採取之自創品牌策略類型對於品牌價值有影響。採取本土驅動型的企業，在品牌價值的「市場發展力」、「品牌趨勢力」構面上有較佳的表現。採取品牌延伸型的企業，在品牌價值的「品牌穩定力」構面上有較佳的表現。
3.台商佈局中國大陸連鎖餐飲企業所採取之連鎖經營模式對於品牌價值有影響。連鎖經營類型採取直營為主的企業，在品牌價值的「行銷支援力」構面上有較佳的表現。連鎖總部機能完備度高的企業，在品牌價值的「市場領導力」、「品牌趨勢力」與「行銷支援力」構面上有較佳的表現。
4.在餐飲業分類因素的影響下，台商佈局中國大陸連鎖餐飲企業所採取之自創品牌策略類型對於連鎖經營模式有影響。採取品牌延伸型的正式型連鎖餐飲企業，在連鎖經營類型選擇上較以直營經營為主，並在連鎖總部機能的「經營制度」、「教育訓練」完備度上有較佳表現。而採取本土驅動型的休閒型連鎖餐飲企業，在連鎖總部機能的「經營制度」、「教育訓練」完備度上有較佳表現。
5.在餐飲業分類因素的影響下，台商佈局中國大陸連鎖餐飲企業所採取相同的自創品牌策略對於品牌價值有影響。採取品牌延伸型的正式型連鎖餐飲企業，在品牌價值的「品牌趨勢力」、「行銷支援力」構面上有較佳的表現。採取本土驅動型的休閒型連鎖餐飲企業，在品牌價值的「市場領導力」、「品牌趨勢力」構面上有較佳的表現。
最後，本研究根據研究結果提出對連鎖餐飲企業未來在品牌價值的建設上可以參考的方向。正式型的連鎖餐飲企業，採取將品牌延伸至中國大陸，並以直營店經營為主，將有較佳的品牌價值。而休閒型的連鎖餐飲企業，採取在當地自創品牌的策略，將有較佳的品牌價值。

關鍵字

連鎖餐飲業 ； 連鎖經營模式 ； 自創品牌策略 ； 品牌價值

並列摘要

In This research we adopted the various styles of restaurant industry as context variables to analyze the influence of the own brand strategy and the chain business model on the brand value. And, we hope to find out a referable framework for Taiwan’s restaurant industry entering the China market.
After reviewing relative literature, for this research we separated the own brand strategy, according to the path develop, into “the Extension Brand Strategy” and “the Local Brand Strategy” two styles. The former we used to indicate that the brand which be extended from Taiwan to China, and the later one was to indicate that the brand which be created locally in China. Besides, in this research, the chain business model we discussed from two separate aspects, one was namely “the pattern of chain business mode”, another was “the operation of franchise headquarters”. Besides, this research discusses the chain business model from two aspects. One is the “the type of chain business mode”, and the other is “the operation of franchise headquarters”. Finally, we adopted the Interbrand’s methodology as our brand value standard.
For this research adopted with case study method and aimed to the 6 companies chose including Acer, CHAMATE, Gino cafe, Wang steak, Dio coffee, Easy way and rbt as research samples. After deep interviewed and secondary data analyze with data integrated of each companies, I developed the relative propositions as following：
1.There is a significant influence of the Taiwan’s restaurants chain stores’ own brand strategy on chain business model. The Taiwan’s restaurants chain stores which run the local brand strategy will have better performance of franchise headquarters’ operation.
2.There is a significant influence of the Taiwan’s restaurants chain stores’ own brand strategy on brand value. The Taiwan’s restaurants chain stores which run the local brand strategy will have better performance of both market and brand trend. The Taiwan’s restaurants chain stores which run the extension brand strategy will have better performance of brand stability.
3.There is a significant influence of the Taiwan’s restaurants chain stores’ chain business model on brand value. The Taiwan’s restaurants chain stores which chosen regular chain model will have better performance of marketing support. And the complete operation of franchise headquarters will have better performance of leadership, brand trend and brand support.
4.Under the effect of the patterns of dining, the Taiwan’s restaurants chain stores choose the own brand strategy would have the effect on chain business model. Formal type which runs the extension brand strategy will choose to regular chain model. And the complete operation of franchise headquarters will have better performance of operating system and educational training system. Leisure type which runs the local brand strategy will have better performance of operating system and educational training system.
5.Under the effect of the patterns of dining, the Taiwan’s restaurants chain stores choose the same own brand strategy would have a different effect on brand value. Formal type which runs the extension brand strategy will have better performance of brand trend and brand support. Leisure type which runs the local brand strategy will have better performance of leadership and brand trend.
Finally, this research provides the Taiwan’s restaurants chain stores some ways to build brand value in the future. Formal type which runs the extension brand strategy and regular chain model will have better performance of brand value. And in order to have better performance of brand value, Leisure type which runs the local brand strategy.

並列關鍵字

brand value ； chain business model ； chain store ； own brand strategy

參考文獻

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