有鑒於我國連鎖加盟業的日趨重要,政府於92年通過「連鎖加盟服務事業推動計畫」,希望透過這項計畫的推動提昇人力素質,塑造服務文化,加強營運績效,創造品牌價值,成功輸出經驗與技術,打造台灣成為國際連鎖加盟營運基地,讓更多台灣的連鎖加盟服務業邁向國際市場。 此時正值我國連鎖業向外擴張與國際化的重要時點,哪些因素是在我國咖啡連鎖業的企業進入海外市場應該要注意與考量的呢?該以什麼樣的國際化策略進軍進入國外?要如何才能在這個競爭激烈的市場中脫穎而出? 本研究以交易成本理論與資源基礎觀點為基礎,透過相關文獻的探討與個案研究深入訪談的方式獲得以下結論:咖啡連鎖業者之所以會國際化的動機有三個:因應未來國內市場的飽和,追求新的成長與獲利、追求新市場,掌握國外市場成長機會、運用現有技術賺取額外利潤。 而針對國際化進入模式影響的因素,本研究結論有以下因素會影響咖啡連鎖業者的國際進入策略:市場潛力大小、市場風險、國際化經驗、夥伴的選擇性因素、文化距離因素、發展差異化能力因素、品牌價值因素會影響咖啡連鎖業的國際進入策略。
In view of franchise chain industry has become increasingly important, the Government through "franchise chain service business promotion plans " in 2003 ,hope that through this program can upgrade the quality of its manpower, shape a culture of service, strengthening operating performance, and create brand equity, output successful experience and technology, build Taiwan into an international franchise chain operational base, so that more Taiwan's franchise chain services go into the international market. It is moment of the truth of Taiwan’s chain industry outward expansion and internationalization, what are the factors of Taiwan’s coffee chain store to enter overseas markets should pay attention to and consideration? What is the international entry strategy into new country? How can this be competitive in the market come to the fore? This study is based on the transaction cost theory and resource-based view, through the relevant literature review and on in-depth interviews of case studies on the way to the following conclusions: there are three motivations why coffee chain store go into international market: 1.the future for the domestic market should be saturated, the pursuit of new growth and profitability, 2. the pursuit of new markets, foreign markets have growth opportunities, 3.the use of existing technologies generate additional profits. The conclusion of the study are the following factors will affect the coffee chain international entry strategy: potential market size, market risks, international experience, partners selective factors, and cultural factors from the development of differences capacity factor, brand equity factors will affect the coffee chain international entry strategy.