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| Title: | 餐飲集團多品牌經營之策略分析
A Strategic Analysis of Multi-Brand Management for the Catering Group |
| Authors: | 陳聖泰
Chen, Sheng-Tai |
| Contributors: | 周冠男
陳聖泰
Chen, Sheng-Tai |
| Keywords: | 多品牌策略
人力資源管理
資源基礎觀點
雙因子理論
期望理論
SWOT分析
五力分析
餐飲業
餐飲加盟集團
multi-brand strategy
human resource management
resource-based view
two-factor theory
expectancy theory
SWOT analysis
Five Forces analysis
food and beverage industry,
restaurant franchise groups |
| Date: | 2024 |
| Issue Date: | 2024-07-01 13:03:24 (UTC+8) |
| Abstract: | 台灣餐飲業在近五年內的營業額顯著增長，且外食比例高，競爭環境激烈，促使餐飲企業需持續創新以保持市場競爭力。本研究目的在於識別餐飲集團在實施多品牌策略時面臨的主要問題，並分析其通過策略調整和資源整合來解決這些問題。研究方法採用了個案研究法，對個案公司的多品牌策略進行全面分析，方法包括SWOT分析、波特五力分析以及資源基礎觀點（RBV）、Herzberg雙因子理論和Vroom期望理論的應用。藉此探討台灣餐飲業多品牌策略的實施，分析該策略在實施過程中遇到的問題以及相應的解決方案。本研究發現，個案公司在實施多品牌策略時，成功運用了資源整合、組織調整和激勵機制等策略來應對挑戰。具體策略包括資源整合、組織調整、激勵機制、服務改進、市場拓展。
In the past five years, Taiwan's food and beverage industry has experienced significant revenue growth and a high ratio of dining out, leading to an intensely competitive environment. This compels food service enterprises to continuously innovate to maintain market competitiveness. The aim of this study is to identify the primary challenges faced by restaurant groups when implementing a multi-brand strategy and to analyze how these challenges can be addressed through strategic adjustments and resource integration. The research adopts a case study methodology, conducting a comprehensive analysis of the multi-brand strategy of a specific case company. The methods include SWOT analysis, Porter's Five Forces analysis, and the application of the Resource-Based View (RBV), Herzberg's Two-Factor Theory, and Vroom's Expectancy Theory. Through this, the study explores the implementation of multi-brand strategies in Taiwan's food and beverage industry, analyzing the problems encountered during implementation and corresponding solutions. The findings reveal that the case company effectively utilized strategies such as resource integration, organizational adjustment, and incentive mechanisms to address the challenges of implementing a multi-brand strategy. Specific strategies include resource integration, organizational adjustment, incentive mechanisms, service improvement, and market expansion. |
| Reference: | 一、 英文
Aaker, D. A. (1997). Should you take your brand to where the action is? Harvard Business Review, 75(5), 135-144.
Ansoff, H. I. (1987). Corporate strategy (Rev. ed.). New York, NY: Penguin Books.
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Haberberg, A. (2000). Swatting SWOT. Strategy (Strategic Planning Society).
Helms, M. M., & Nixon, J. (2010). Exploring SWOT analysis–where are we now? A review of academic research from the last decade. Journal of Strategy and Management, 3(3), 215-251.
Herzberg, F., Mausner, B., & Snyderman, B. B. (1959). The motivation to work (2nd ed.). New York, NY: John Wiley & Sons.
King, R. K. (2004). Enhancing SWOT analysis using TRIZ and the bipolar conflict graph: A case study on the Microsoft Corporation. In Proceedings of TRIZCON2004, 6th Annual Altshuller Institute (pp. April 25-27). Seattle, WA: Altshuller Institute.
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Porter, M. E. (1979). How competitive forces shape strategy. Harvard Business Review, 57(2), 137-145.
Porter, M. E. (2008). The five competitive forces that shape strategy. Harvard Business Review, 86(1), 78.
Turner, S. (2002). Tools for success: A manager’s guide. London: McGraw-Hill.
Vroom, V. H. (1964). Work and motivation. New York, NY: Wiley.
Weihrich, H. (1982). The TOWS matrix: A tool for situational analysis. Long Range Planning, 15(2), 54-66.
二、 中文
方至民，曾志弘。2020。管理學：理論探索與實務應用。（新北市：前程文化）。
陳李嘉。2002。「多品牌策略與市場掠奪效果之探討」。淡江大學碩士論文。
陳淑敏。2013。「中國女鞋廠商多品牌成長策略之個案研究」。國立臺灣大學碩士論文。
陳靚。2011。「集團企業多品牌策略研究-第二代家族的挑戰」。國立臺灣大學碩士論文。
劉秋慧。2011。「多品牌管理策略研究」。國立政治大學碩士論文。
三、 網路
Koch, A. J. (2000). SWOT does not need to be recalled: It needs to be enhanced. Retrieved September 15, 2008, from http://www.westga.edu/~bquest/2001/swot2.htm
Hububble，SWOT分析如何做？５個案例，馬上學會強弱危機分析【2024】，檢自：https://www.hububble.co/blog/swot
TWTrend，餐飲業發展趨勢(2013年)，檢自：https://www.twtrend.com/trend-detail/catering-2013/
TWTrend，餐飲業發展趨勢(2015年)，檢自：https://www.twtrend.com/trend-detail/catering-2015/
TWTrend，餐飲業發展趨勢(2023年)，檢自：https://www.twtrend.com/trend-detail/food-and-beverage-service-activities-2023/
中華民國交通部觀光署，來臺資料 Inbound visitors，檢自：https://stat.taiwan.net.tw/inboundSearch
經濟部統計處，批發、零售及餐飲業經營實況調查報告，檢自：https://www.moea.gov.tw/MNS/dos/content/ContentLink.aspx?menu_id=9431
經濟部統計處，批發、零售及餐飲業統計調查，檢自：https://dmz26.moea.gov.tw/GMWeb/investigate/InvestigateEA.aspx
衛生福利部國民健康署，國民營養健康狀況變遷調查成果報告 2013-2016年，檢自：https://www.hpa.gov.tw/Pages/Detail.aspx?nodeid=3999&pid=11145 |
| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
110932419 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0110932419 |
| Data Type: | thesis |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
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