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    Title: 餐飲業家庭市場行銷 台灣麥當勞個案探討
    Family marketing in quick service restaurant business: the case of McDonald`s Taiwan
    Authors: 李俞頻
    Contributors: 邱志聖
    李俞頻
    Keywords: 家庭市場
    核心能力
    品牌再造
    品牌資產
    4C
    Family Marketing
    Core Competence
    Brand Equity
    4C
    Date: 2010
    Issue Date: 2013-09-05 14:05:11 (UTC+8)
    Abstract: 自1955年Ray Kroc創立麥當勞以來，以經營家庭市場為麥當勞的基礎，並且藉由與家庭顧客的互動培養長期牢固的忠誠度，台灣麥當勞自1984年成立以來，深耕台灣家庭市場，創下許多餐飲業的首創，不但打下市佔率，也打下消費者心佔率，成為父母及小孩的第一選擇。
    由於麥當勞全球迅速擴張導致單店營業獲利下降，因此麥當勞重新思考品牌重整，將品牌溝通重心轉向年輕族群，全球品牌再造計畫”我就喜歡”於2003年底全球同步展開，顧客群重心的調整加上大環境反速食的浪潮，考驗對家庭市場的經營方式及應變能力。
    本研究以實務個案分析，採用質化研究，針對台灣麥當勞高階主管經營家庭市場經驗訪談，輔以理論之架構，予以逐項分析比較及歸納。家庭市場的交換價值影響母品牌的資產，母品牌的經營策略改變也影響家庭市場長久建立的資產，其研究目的有二：第一、期了解麥當勞運用家庭市場行銷方案（Family Program)，建立家庭市場地位並且將資產累積回饋母品牌。第二、研究麥當勞品牌策略轉向影響到經營多年的家庭市場，麥當勞該採取的因應策略。
    麥當勞在強化家庭市場行銷活動4C的同時，也增加了母品牌強化4C的機會，轉嫁成為母品牌的資產；當策略焦點轉移，資源重新配置，品牌的4C將不完全是由家庭市場行銷活動4C來建立或維繫，也影響到家庭市場行銷活動傳遞產品及服務本身的4C，因此回頭檢視家庭市場行銷活動的4C時，發現家庭市場行銷活動4C出現一些缺口，而這些缺口，反而又回頭影響了母品牌的4C。
    因此，在思考品牌的4C時必須採取根本解，而非症狀解，此外，當核心能力作焦點轉移時，需要重新思考或調整原有核心能力的續航力及基盤事業，最後，如何運用競爭優勢與社會利益共享，創造社會影響力，發揮最大共存效益。
    Since Ray Kroc built up McDonald’s in 1955, Family has been the core foundation of McDonald’s business. McDonald’s has established true loyalty with family customers by engaging and interacting with them at every touch point. McDonald’s Taiwan was established in 1984. Since then, it has been cultivating the family market to become the first choice of parents and kids. It occupies not only the top position of market share but also mindshare.
    Because of the rapid expansion of McDonald’s business worldwide, McDonald’s is confronting the first ever decrease of unit store profit. In reaction to this downturn, McDonald’s decided to slow expansion speed and take a step back to re-think and re-position its’ brand. McDonald’s launched the “i’m lovin’ it” brand campaign globally. Their brand communication focus shifted to Young Adults. Because of this shift and the growing anti-fast food trend, McDonald’s family marketing has faced its biggest challenge ever.
    This case study adopted qualitative research, interviewed top management in McDonald’s Taiwan and supported by theoretical structure to analyze this case. The exchanging value of family market influenced the equity of mother brand. Changing the position of the mother brand has also affected the value delivery of family market. The main objectives of this thesis are firstly to understand how McDonald’s has utilized family marketing to build equity of family market and be beneficial to the mother brand. Secondly, how the change of mother brand positioning affected the equity of family marketing building. Finally, what strategies McDonald’s should use to tackle these critical issues.
    While McDonald’s enhanced the 4C value of family marketing, it also added the 4C value of mother brand. 4C value of family market would transfer and become the equity of mother brand. However, when the brand focus changed, corporate had to re-allocate resources. At this point, the 4C value of mother brand was not totally constituted by 4C value of family market. That is to say, family marketing shared less resources and delivered less 4C value to family market. The incomplete 4C value of family marketing will go back to affect the 4C value of mother brand in the end.
    To manage a brand, marketers should resolve the root causes instead of just alleviating the symptoms. To deal with root causes, can corporate leave the side effects away. Besides, when corporate shifts the core competence to another area, they should re-consider resource allocation and migrate the core competence to better fit the new challenges. It is to secure the foundation of the business and sustainability of the corporation. Last but not the least, to incorporate social possibilities in corporate strategies will create the competitive advantage and have a positive impact on our society. Holding a shared vision with the society, working as a team with other partners, and elaborating the best synergy of human kind - that is how corporate social responsibilities will work in the future.
    Reference: 中文文獻:
    于卓民，國際企業 環境與管理(三版)，華泰文化，2008年
    內政部統計處，2010，內政統計通報，99年底人口結構分析，http://sowf.moi.gov.tw/stat/week/week10002.doc
    內政部統計處，2008，內政國際指標，主要國家粗出生率，http://sowf.moi.gov.tw/stat/national/j010.xls
    內政部統計處，2010，重要參考指標，重要內政統計指標-人口，http://sowf.moi.gov.tw/stat/indices/list.xls
    卡通頻道，2007年，亞洲新世代2007調查報告
    邱志聖，2006，策略行銷分析-架構與實務運用。台北：智勝文化
    邱志聖，2009，滾動吧，品牌TW！：行銷全球的贏家策略。台北：天下遠見
    李曉秋，2007，產品設計策略對顧客忠誠度之影響-以麥當勞快樂兒童餐之玩具為例。國立台北教育大學玩具與遊戲設計研究所學位論文
    陳怡臻，2008，美國速食產業、生活飲食習慣與肥胖問題之關係。淡江大學美國研究所碩士班學位論文
    遠見雜誌，2007年6月，外食人口大調查 全台330萬天天外食族逼近北縣總人口，http://www.gvm.com.tw/Board/content.aspx?ser=13117
    親子天下雜誌，2008年8月，玩出大能力，p122
    Rothacher, Albrecht, 2006年，品牌背後的故事：品牌經營策略與企業文化。台北：久石文化

    英文文獻
    Anonymous(2011), “BEST OF THE BLOGS: Stuart Smith on McDonald’s Happy Meals,” Marketing Week. London, 6 Jan., 9.
    Anonymous(2010), “No, You Can’t Have That Stuff, It’s Junk: Happy Meals Ban,” The Economist(Online), 5 Nov., London.
    Barney, Jay B.(1995), “Looking Inside for Competitive Advantage,” Academy of Management Executive, 9(4), 49-60
    Kotler, Philip and Hermawan Kartajaya and Iwan Setiawan(2010), Marketing 3.0. New Jersey: John Wiley & Sons, Inc.
    Lee, Jeremy(2008), “Brushing Up on Parenting Skill,” Marketing, 9 July, 17.
    Morrison, Maureen(2010), “Just How Happy Does The Happy Meal Make McDonald’s?” Advertising Age, 81(42), 29 Nov., 2-41.
    MacArthur, Kate(2001), “The Sad State of The Happy Meal,” Advertising Age, 72(26), 25 Jun., 1-43.
    Porter, Michael E.(1980), Competitive Strategy. Free Press.
    ----(1985), Competitive Advantage. Free Press.
    ----( 2008), “The Five Competitive Forces that Shape Strategy,” Harvard Business Review, Jan.
    ----(1979), “How Competitive Forces Shape Strategy,” Harvard Business Review, March-April
    Porter, Michael E. and Mark R. Kramer(2006), “Strategy and Society: The Link Between Competitive Advantage and Corporate Social Responsibility,” Harvard Business Review, Dec.
    Prahalad, C.K. and Gary Hamel(1990), “The Core Competence of the Corporation,” Harvard Business Review, May-June.
    Sterrett, David(2008), “Apple Dippers for small fried.,” Crain’s Chicago Business, 31(10), 10 Mar.,1-8.
    Stout, Daniel A., Jr., and Russell H. Mouritsen(1988), “Prosocial Behavior in Advertising Aiming at Children: A Content Analysis,” Southern Speech Communication Journal, 53(2), Winter, 159-174.
    Trent, Ashley(2011), “Class Action Lawsuit Against McDonald’s Attacks Marketing to Children,” Inside Counsel. Chicago, Mar.
    The Washington Times(2010), “California Radicals Target Happy Meals,” Washington Times, 5 May, 2
    Wut, Tai Ming and Ting-Jui Chou (2009), “Children’s Influences on Family Decision Making in Hong Kong,” Young Consumers, 10(2), 146-156.
    Description: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    98932085
    99
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0098932085
    Data Type: thesis
    Appears in Collections:[Executive Master of Business Administration] Theses

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