Years of the 21st century for the chain restaurant industry is the most booming era. With the stock market of the chain restaurants listed, One of another venture capital to enter this industry. Taiwan's population is the best test resources of the chain restaurant industry. Hand-made tea Beverage industry in Taiwan are low entry barriers, but it became a rising star in Taiwan even in the global market. Moreover, the German McDonald's are selling famous traditional snacks “Bubble-tea”. The research is aimed at in-depth interviews, data accumulated from brand management and process of created brand. We use five forces analysis, SWOT, industry strategy module. The aim is to explore the correlation between the value of brand equity and innovation.
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