國際連鎖餐飲業經營模式分析—以星期五餐廳為例

The International restaurant franchising and operating models: A Case Study of T.G .I FRIDAY'S CO.

林凱立(Kai-LI Lin)

指導教授 ： 劉子琦

亞洲大學/管理學院/國際企業學系碩士班/碩士(2005年)

摘要

現代化的台灣，有著現代化的生活模式，就連飲食習慣也不斷的演變。多元文化接受程度高，造就了多樣化的國際連鎖餐飲業者進入台灣市場。而近十幾年來，有許多成功的國際連鎖餐飲業者在台灣連鎖餐飲市場佔有穩固的地位，但是也有許多失敗的案例黯然的退出台灣市場。而本研究的研究個案，在進入台灣市場後，曾經一度面臨倒閉退出台灣市場的的危機，但是經過經營權的轉換以及國際連鎖餐飲經營模式的改變，逐漸的轉虧為盈，開始在台灣市場成長。
　　本研究藉由SWOT分析，從個案企業內部的劣勢、內部的優勢以及企業外的機會、企業外的威脅的四個構面來探討個案在國際連鎖餐飲業中的競爭優勢。並且分析星期五餐廳經營模式轉變前後的優點與缺點，以分析出個案經營轉變的關鍵成功因素。
　　星期五餐廳的經營模式的分為兩階段，「主加盟者」連鎖經營與「直接」連鎖經營，透過個案研究發現這兩階段的曲折導因於主加盟者連鎖經營時期，加盟總部的策略推動受到阻礙與主加盟者的配合度低落，因此導入直營模式後成功的關鍵因素在於「高度控制」，使得加盟店與加盟總部的內部管理與政策推動一致化，並配合其經營策略與管理策略的運用以保持其競爭優勢。

關鍵字

國際連鎖加盟 ； 競爭優勢 ； HASH(0x9f8d944)

並列摘要

Modernized Taiwan has the modernized mode of life, diet custom also unceasing evolution. The multicultural receptivity was high, accomplishes the diverse international chain-like dining entrepreneur to enter the Taiwan market. But in the recent several years, some many success international chain-like dining entrepreneur holds the stable status in the Taiwan chain-like dining market, but also has many defeat cases low-spirited to withdraw from the Taiwan market. But this research case, after enters Taiwan's market, once faced went out of business withdraws from the Taiwan market the crisis, but the process right of management transformation as well as the international chain-like dining management pattern change, gradual becoming profitable, started in the Taiwan market growth.
　　This research because of the SWOT analysis, from the case enterprise internal inferiority, internal superiority as well as outside enterprise's opportunity, enterprise's threat four construction surface discusses the case in the international chain-like food and beverage industry competitive advantage. Around and the analysis Friday’s the restaurant management pattern transforms the merit and the shortcoming, analyzes the key successful factor which the case management transforms.
　　Friday’s management pattern divides into two stages, “the host alliance”the chain-like management with“direct”the chain-like management, the penetration case research discovered because these two stages lead windingly in the host alliance chain-like management time, allies the headquarters the strategy impetus to receive the hindrance and the host alliance degree of adaptability is low, after therefore inducts the key aspect which the straight camp pattern succeeds to lie in “the altitude control”, causes the alliance shop with to ally the headquarters the internal management and the policy impetus uniformization, and coordinates its management strategy and the management strategy utilizes maintains its competitive advantage.

並列關鍵字

SWOT ； competitive advantage ； International chain-like

參考文獻

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