從北海道至熊本－日本鼎泰豐經營比較

Abstract

為探討臺灣餐飲業跨國經營發展可行模式，本研究以臺灣著名餐飲品牌鼎泰豐在日本的經營模式為對象，針對北海道至熊本地區的二十間日本鼎泰豐分店，進行系統性實地觀察與比較分析。鼎泰豐自1996年進入日本市場以來，在日本已拓展29間分店。本研究分析鼎泰豐在日本各地分店的在地化調整，探討其如何透過產品設計、服務流程與空間佈局等方式，兼顧品牌核心價值與地方市場特性，藉以提供未來臺灣餐飲業跨國經營之參考。 本研究採用質性研究方法，結合非參與式實地觀察與非正式訪談為輔，並透過三角驗證策略提升研究信實度與分析深度。觀察期間，研究者以一般顧客身分拜訪日本20間鼎泰豐分店，詳細記錄其菜單設計、店鋪裝潢、服務流程、顧客組成及現場氛圍，並進行初步對話以補充隱性資料。研究亦結合全球在地化理論與跨國經營理論進行資料詮釋，從不同理論觀點增進現象理解。 研究結果發現，鼎泰豐在日本分店的經營策略呈現出標準化中帶有在地化的雙軌特徵，展現出其在全球化與在地化 (Glocalization) 之間取得平衡的高度經營策略。各分店在核心產品與服務標準上高度一致，維持品牌全球形象與品質承諾；然而，在地化調整則體現在菜單品項、內裝風格及行銷策略。此外，不同地區分店的客群組成亦存在明顯差異，如觀光地區 (澀谷店、晴空塔店) 可以看到許多外國觀光客，大城市中心 (八重洲口店) 則以日本商業聚會為主，東京郊區 (自由之丘店) 以家庭客群為主。 本研究認為鼎泰豐透過在地化的微調，成功在日本市場兼顧品牌標準化與地方適應性，展現全球在地化理論的實踐範例。研究結果可提供未來臺灣餐飲品牌國際化過程中，在不同市場與不同地理區位展店時，兼顧品牌核心價值與地方文化需求的實務參考。To explore feasible models for the international expansion of Taiwan’s restaurant industry, this study investigates how Din Tai Fung, a renowned Taiwanese restaurant brand, has adapted to local markets in Japan while maintaining its core brand values through adjustments in product design, service processes, and spatial layouts. Focusing on 20 Din Tai Fung branches from Hokkaido to Kumamoto, the research conducts systematic field observations and comparative analysis, aiming to provide a reference for future international ventures of Taiwan’s restaurant industry. Since its entry into the Japanese market in 1996, Din Tai Fung has expanded to 29 branches across the country.The research adopts a qualitative methodology, combining non-participant field observations, informal on-site interviews, and other diverse data sources. Triangulation enhances the study’s credibility and analytical depth. During the observation period, the researcher visited 20 Din Tai Fung branches in Japan as a regular customer, meticulously documenting menu design, store interior, service procedures, customer composition, and overall atmosphere. Preliminary dialogues supplemented additional insights.The findings indicate that Din Tai Fung’s operational strategy in Japan demonstrates a balance between globalization and localization (glocalization). Core product offerings and service standards remain highly consistent across all branches, upholding the brand’s global image and quality commitment. However, localization is evident in menu items, interior design, and marketing strategies. Customer demographics also vary by location: tourist hotspots primarily attract international visitors, metropolitan centers cater to Japanese business clientele, and suburban branches draw family customers.This study concludes that Din Tai Fung effectively balances brand standardization with local adaptability in the Japanese market, providing a practical example of glocalization. The findings offer insights for Taiwanese restaurant brands aiming to internationalize, particularly in balancing core brand values with local cultural needs across diverse markets and regions.