以五花馬個案探索台灣小型餐飲服務業於中國擴張之在地化議題

In Wu Hua Ma Case to Explore the Issue of Taiwan Small Catering Services on Localize Expansion in China

李沛璇(Pei-Hsuan Lee)

指導教授 ： 陳筱琪

中原大學/商學院/企業管理研究所/碩士(2015年)

https://doi.org/10.6840/CYCU.2015.00239

摘要

台灣小型餐飲服務業，近來面臨國內外市場的競爭加劇，使得台灣小型餐飲服務業皆面臨國際化的需求，但在執行國際化輸出時幾乎所有業者都面臨到輸出過程中的困難。本研究為解決上述問題並提出有效的建議，發展國際化之「擴張條件」、「發展過程」、「在地化回應」共三個流程，以小型企業之餐飲業進入中國大陸擴張的議題做深度訪談與分析，本研究的目的有三：1. 進行海外發展前所需具備的條件；2. 國際化時的擴張過程；3. 海外發展時所採取的在地化回應。
本研究為詳細分析餐飲業國際化的過程與階段性的調整，採半結構式(semi-structured Interviews)的深度訪談法(in-depth interview)，透過訪談分析台灣小型企業國際化輸出個案之餐飲業者，特別挑選一具有國際化輸出特色的五花馬餐飲做為對象分析，並了解小型餐飲服務進行國際化輸出的過程中，面對擴張時所遇到的難題及在地化議題之策略思維，來給予以未來台灣小型餐飲服務業進行國際輸出的幫助。
本研究流程以個案分析，透過五花馬餐飲的訪談做彙整與分析後於結論處針對企業國際化輸出形式的評估提出其需。從個案發現普遍輸出到一定的階段的企業有三種情形1.企業制度尚未完善2.更困難的執行標準化的方式來擴張版圖3.海外輸出經驗不足，並針對上述情形提出5項準則。分析結果顯示，五花馬餐飲在執行海外擴張的過程時，主要是受到企業資源、當地消費的文化、創造在地化的產品口味、過程的風險的影響，為五花馬在執行國際化時之關鍵要素，當企業要利用合夥的方式進入國際市場時，可以先考量企業內部資源及能力是否充足，讓整個國際化輸出過程更易於執行；再針對當地的在地化因應及強化企業內部的組織變革，並建立更完善的培訓人員計畫，使企業內部資源與在地化因應形成一相輔相成之效果。

關鍵字

國際化輸出、小型企業、在地化、餐飲服務

並列摘要

Taiwan small catering services face the competition in domestic and international markets recently. It makes small-scale catering services are facing international demand in Taiwan, but almost all the output of the industry are facing difficulties during the process in the implementation of international export. In this study, we would like to solve the above problems and give the effective suggestion. Then there are three processes to develop the internationalization such as "Expansion Conditions", "the process of the development " and "The response on localization " There are also three goals on the study. The first is do depth interviews and analysis on catering small enterprises to enter the Chinese mainland expansion issues. Second, the process of expansion on internationalization . Third, the company develops on overseas and they adopt response in the local place.
This study is a detailed analysis of the process on international catering, beverage industry and stage of adjustment. This study uses semi-structured Interviews in-depth interview. Through the interview, we do the analysis on small business catering in Taiwan during the international export in the case, especially selecting one of the best companies Wu Hua Ma on internationalization to analyze. By the process, this study can make people understand that the company should use the strategy to face the difficult problems and local issue then giving the help to the small catering in Taiwan in the future.
In this study, we arranged the analysis of the interview information and provide some international output methods to the catering business. From the study, we find some common output situation. First, the enterprise system is not yet perfect. Second, more difficult to perform standardized way to expand the scope. Third, there are not enough experience for enterprise Overseas to output. Through these reasons, we give five Criterions. The results show that Wu Hua Ma mainly due to corporate resources, culture local consumption, international risk-creating impact of the product taste, etc. Above the reasons, there are the key elements for the companies to explore. When companies want to take advantage of the partnership way to enter the international market, we can consider that if the internal resources and capabilities are sufficient or not. Then we can make the easier way to perform during the international export process. Once more we should provide to the local place of the response and strengthen the inter-organizational change to build a better training of personnel plan. By this way, we can make the internal resources and local response become the complement effect.

並列關鍵字

International Export ； Small Business ； Localization ； Catering Services

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