A Study of Chinese Restaurateurs' Attitude toward Business Expansion

中國餐廳經營者在美發展連鎖意願之研究

林千鈴(Madeleine Lin)

《觀光研究學報》 1卷2期 (1995/07) Pp. 40-47

https://doi.org/10.6267/JTLS.1995.1(2)4

摘要

在美外國食品連鎖店經營成功，廣為流行之範例不在少數，如墨西哥食物(Chi Chi's)，日本的Benihana，及義大利食物(Pizza Hot)等，但卻少見中國餐廳之連鎖店。因此本研究主要目的在於探討阻礙中國餐廳在美發展連鎖之因素，並對其擴張之決策與目前餐廳本身之營業狀況之關聯性作一分析與探討。根據調查之結果顯示大部分(58•1%)的中國餐廳經營者都願意擴展他們的事業成為連鎖經營。而小規模的連鎖（少於十家分店）為大部分經營者所偏好。然而，阻礙中國餐廳在美發展連鎖之因素還是存在著，依序為1).擴展資源2).管理技術及專業能力。3).食物品質控制。

關鍵字

擴展阻礙 ； 企業連鎖 ； 民族美食 ； 經濟規模 ； 座位容量 ； 餐飲專業

並列摘要

By observing restaurant chains such as those of Mexican food (e.g., Chi Chi's), Japanese food (e.g., Benihana), and Italian food (Pizza Hut), we found that there are few Chinese restaurant chains in the States. The objective of this research project was to explore the major barriers to the expansion of Chinese restaurant chains and to identify the relationship between their expansion decision and current operational status. The findings of this study revealed that most Chinese restauranteurs (58.1%) were willing to expand their business, and become multi-unit operators. The small, entrepreneurial chain (less than 10 units) seemed to be favoured by most respondents. However, barriers exit which prevent Chinese restauranteurs from expanding. The most important barriers can be concluded as 1) expansion resources, 2) management skill and experience, and 3) food quality control.

並列關鍵字

Expansion barriers ； entrepreneurial chain ； ethnic cuisine ； economies of scale ； seating capacity ； restaurant expertise