政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/119733

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/119733

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题名:	海外代理連鎖餐飲品牌經營策略之研究 : 以大戶屋個案公司為例 The Research on the Management Strategy of the Catering Brands in the Overseas Agency Chain: Taking the Case Study Company Ootoya as an Example
作者:	周繼正 Chou, Chi-Cheng
贡献者:	樓永堅 Lou, Yong-Jian 周繼正 Chou,Chi-Cheng
关键词:	海外代理連鎖餐飲品牌經營策略大戶屋個案公司 Overseas agents Chain restaurants Brands Business strategies He case study companies ootoya housing
日期:	2018
上传时间:	2018-08-29 15:49:47 (UTC+8)
摘要:	本研究之結論聚焦於（一）展店時機（二）餐飲品質及新鮮感（三）公司環境及決策者。本研究的特殊之處在於台灣過去並無針對單一海外連鎖餐飲品牌為題的研究論文。本研究結果歸納分析了「海外代理連鎖餐飲在台成功經營的參考模式」，日後預引進國外餐飲品牌、尤其是日本品牌的企業，在進行評估準備時，能以此作為參考與借鏡，思考新市場的進入策略及經營模式。本研究認為大戶屋除了積極展店之外，亦能將資源投入於餐飲業創新之中。除了持續研發消費者喜愛的餐點之外，本研究建議大戶屋可以「開創新品牌」或「新型態門市」。新品牌能影響新服務模式或商業模式，而新型態門市則可仰賴新定位、新服務模式及新行銷模式等。本研究之建議如下: （一）本研究僅以日本連鎖餐飲品牌作為研究對象，後續研究可考慮將本研究架構運用於相關的海外代理餐飲連鎖品牌，包括韓國、泰國、新加坡等亞洲地區之品牌，甚至擴展至美洲、歐洲等連鎖品牌之研究。（二）本研究僅以一家日本連鎖餐飲品牌為研究對象，後續研究可選定多家日本連鎖餐飲品牌多個案研究分析，深入探討「海外代理連鎖餐飲在台成功經營之策略」。 The conclusions of this study focus on (1) the timing of the exhibition store (2) food quality and freshness (3) company environment and decision makers. The special feature of this study is that Taiwan did not have a research paper on the topic of a single overseas restaurant chain. The results of this study summarize and analyze the "reference model for the successful operation of overseas agency chain restaurants in Taiwan." In the future, companies that introduce foreign catering brands, especially Japanese brands, can use this as a reference and reflection when thinking about preparations. The entry strategy and business model of the new market. This study believes that in addition to active exhibition stores, Ootoya can also invest resources in the innovation of the catering industry. In addition to continuing to develop consumer-friendly meals, this study suggests that Ootoya can “open up new brands” or “new-style stores”. New brands can influence new service models or business models, while new-style stores can rely on new positioning, new service models, and new marketing models. The recommendations of this study are as follows: (I) This study only uses Japanese chain restaurant brands as research objects. Subsequent research may consider applying this research framework to relevant overseas agency chain brands, including brands in Asia, including Korea, Thailand, Singapore, and even expanding to the Americas. Research on chain brands such as Europe. (II) This study only uses a Japanese chain restaurant brand as the research object. The follow-up study can select a number of cases of Japanese chain restaurant brands to conduct research and analysis, and in-depth discussion on the strategy of successful operation of overseas agent chain restaurants in Taiwan.
參考文獻:	一、英文文獻 Charles W.L. Hill, etc. (2015). Strategic Management (11th ed.). Boston, MA: Cengage Learning. Jain, S. C. (1989). Standardization of Marketing Strategy: Some Research Hypotheses. Journal of Marketing, February 1989, 70-79. Keegan, W. J. (1969). Multinational Product Planning: Strategic Alternatives. Journal of Marketing, 33, 58-62. Keegan, W. J., & Mark, C. G. (2005). Global Marketing (4th ed.). New Jersey: Pearson Education. Kotler, P. (1994). Marketing Management: Analysis, Planning, Implementing, and Control (8th ed.). New Jersey: Prentice-Hall, Inc.. Kotler, P., & Gary A. (2006). Principle of Marketing (11st ed.). New Jersey: Pearson Education. Kotler, P., & Kevin, L. K. (2006). Marketing Management (12th ed.). New Jersey: Pearson Education. Kroeber, A. L. & Kluckhohn, C. (1952). Culture: A Critical Review of Concepts and Definitions. Papers of Peabody Museum of American Archeology and Ethnology, 47(1). MA: Harvard University. Onkvisit, S. & Shaw, J. J. (1993). International Marketing (2nd ed.). NY: Macmillan Publishing Company. Terpstra, V. & David, K. H. (1985). The Cultural Environment of International Business (2nd ed.). Cincinnati, OH: South-Western Publishing Co.. Tylor, E. B. (1871). Primitive Culture. London: John Murray. Yin, R. K. (2009). Case Study Research: Design and Methods (4th ed.). Thousand Oaks, CA: Sage. 二、中文文獻三井創太郎（2017）。餐飲經營學：人的問題99%靠制度解決（鍾嘉惠，譯）。台北市：台灣東販股份有限公司。于卓民（2014）。國際企業環境與管理。台北市：華泰文化事業股份有限公司。吳明清（1991）。教育研究─基本觀念與方法之分析。台北市：五南。姚念周（2017）。國際餐飲產業趨勢及新創趨勢。餐飲資訊，4，12-16。郭生玉（1981）。心理與教育研究法。台北市：精華書局。陳素慧（1995）。政治風險管理之研究─以台商海外投資為例。國立政治大學企業管理研究所碩士論文，未出版，台北市。葉重新（2001）。教育研究法。台北市：心理。蔡美娟（2017）。受惠展店及新品牌挹注，餐館業營收穩定成長。產業經濟統計簡訊，291。
描述:	碩士國立政治大學經營管理碩士學程(EMBA) 104932030
資料來源:	http://thesis.lib.nccu.edu.tw/record/#G0104932030
数据类型:	thesis
DOI:	10.6814/THE.NCCU.EMBA.077.2018.F08
显示于类别:	[經營管理碩士學程EMBA] 學位論文

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