臺灣平價連鎖餐飲經營關鍵成功因素之探討—以八方雲集個案之研究

2020 年新冠肺炎蔓延全球，人們為了減少外出、遠離人群，使外送經濟異軍突起，帶給餐飲產業巨大影響。身處瞬息萬變的環境，社會經濟及產業結構不斷地轉變，從業者的角度來看，為求永續經營並因應當下危機與未來挑戰，要如何在這眾多經營者以及高度競爭性的產業中站穩地位、吸引客群以獲得利潤，是值得研究的議題。本研究主題為平價連鎖餐飲經營關鍵成功之因素，將以國內前五大連鎖加盟集團八方雲集國際之加盟主作為個案對象，並以高雄地區為研究範圍。研究期間針對高雄地區八方雲集加盟主，進行專家深度訪談，再依據訪談內容進行分析。探討加盟業者如何在競爭環境中，擬定經營策略，並分析其中之經營關鍵成功因素，以提供未來管理界與實務界參考。研究顯示八方雲集的品牌特色、商品的口味大眾化、加盟總部的支持，皆是加盟主經營成功的關鍵成功因素。再者，本身的產品屬性以外帶形式為主，而八方雲集自2017年便導入行動支付、同年加入外送平台服務，集團總部的提前數位化布局使八方雲集領先其他連鎖餐飲業者，並在疫情期間受到較少衝擊。

關鍵字

經營關鍵成功因素；平價連鎖餐飲業；加盟；八方雲集

並列摘要

COVID-19 spreads around the world in 2020. To reduce going out and stay away from the crowd, delivery services began to develop, bringing a huge impact on the catering industry. In a rapidly changing environment, the social economy and industrial structure are constantly changing From the practitioner's point of view, how to stand firm in such a large number of operators and highly competitive industry, attract customers to gain profits, is worth studying the issue The theme of this study is the key success factors of restaurant chain operation, with Bafang Yunji as the case study. This study focuses on the franchisees of Bafang Yunji in Kaohsiung to explore how the franchisees formulate their business strategies in the competitive environment, and to analyze the key success factors i n their operations, so as to provide reference for future management and practice. The research shows that the brand features, the popular taste of the goods, the support of the franchisee headquarters are the key success factors for the franchisee's main operation In addition, Bafang Yunji has been using mobile payment since 2017 and joined the delivery platform in the same year. For these reasons, Bafang Yunji is ahead of other restaurant chains and has suffered less during the epidemic.