台灣速食業競爭策略之探討

在麥當勞進入台灣市場後，肯德基也隨後跟進，使得台灣速食業競爭越來越激烈。隨著消費者習慣改變，健康意識抬頭，速食業者不僅面對同業間的競爭，更要修正經營管理模式，因應消費者需求。摩斯漢堡進入台灣市場，創出另一種口味、健康形象、管理形態的速食業經營模式，更讓現有速食業者改變策略，滿足各種不同類型的客戶。本研究利用定性質化研究方式，透過五力分析瞭解台灣速食產業競爭環境，並應用SWOT策略分析瞭解個案企業：麥當勞、肯德基、摩斯漢堡的內部優、劣勢與外部機會、威脅，再應用SWOT矩陣給予策略建議。本研究發現台灣速食業者應該針對健康概念、社會責任、產品來源、用餐環境、服務品質、營業時間加以改善，並且適當的調整其競爭策略，滿足各種不同類型的消費者需求，創造企業更大的價值。

關鍵字

速食業；麥當勞；肯德基；摩斯漢堡；定性研究

並列摘要

When McDonald's enters the Taiwan market, Kentucky Fried Chicken (KFC) follows McDonald's. This situation creates Taiwan fast food industry more and more competitive. The concept of healthy is the most important factor for consumer. To consider the consumers' need, fast food firms must moderify their management model. When MOS Burger enters the Taiwan market, it creates different taste, healthy image and management styles of the fast food management model. MOS Burger pushes its competitors to change their strategies. These strategies are satisfied with different consumers' requirements. This research uses the qualitative research method and apply the five forces model to analyze Taiwan fast food completive environment. We also use SWOT matrix model to analyze McDonald's, Kentucky Fried Chicken and MOS Burger strength, weakness, opportunities as well as threats to give strategic suggestions. This research finds there are several important factors of Taiwan fast food firms including healthy concept, social responsibility, production source, restaurant environment, service quality and business time. The firms need to change completive strategies suitably to satisfy consumers' different requirements and create firms' biggest value.