臺灣餐廳國際化發展之個案研究

Abstract

隨著企業間的競爭越來越激烈，企業養成國際競爭力的重要性已毋庸置疑。同時，透過深入了解企業的發展歷程，將有助於企業的蓬勃發展也能讓其他同業鑑往知來。本研究以欣葉國際餐飲集團為單一個案，主旨在建構餐飲業者國際化進入模式的決策架構、發展餐飲業者的國際化歷程之模式以及文化差異在餐飲業國際化中的角色。 本研究將使用個案研究法，透過文獻蒐集以及深度訪談建立個案研究資料庫，深入剖析個案企業國際化的發展。研究分析以歷程分析法為主要分析方式，呈現個案企業在國際發展歷程的經歷。研究結果顯示餐廳國際化共有三個層次，分別為餐廳前往海外設點營運、餐廳吸引外國遊客前來餐廳母國消費，最後則為食材與當地飲食融合，且為消費者所接受。餐廳進入海外投資時會考量先尋找合夥人合作，再考量內外部環境風險以及交易專屬資產。而國際化歷程則包含動機形成、面對挑戰、在地紮根等三階段。在文化部分，企業則須注意口味修正、菜單設計、用餐流程與教育訓練。

Through the competition between corporations is getting fierce, the international competitiveness is much more important to the corporation. Realizing the developing process of the corporation will going to help the corporations running better and also motivate others, the study is going to explore the process of the corporation going to internationalize. The study is a case study on Shin Yeh group. The purpose of the study is to: 1) develop the entry mode in food and beverage industry; 2) develop the internationalization process in food and beverage industry; 3) discuss the role of culture in the food and beverage industry. The study is based on case study research method, using literature review, in-depth interview and case study database, analyzing case corporation internationalization process. The study using process analysis as the main analysis tool, presenting the international expand process of the case corporation. The results of this research showed that there are 3 levels of concepts regarding restaurant internationalization. Firstly, the restaurant running their business in other countries; next, the restaurant attracting customers over the world; last but not the least, the combination of ingredients with local food in other countries. When it comes to entry mode, relationship is important especially in restaurant industry. After that the corporation considers external uncertainty, internal uncertainty and transaction-specific asset. There are three specific processes in Shin Yeh internationalization process: 1) Motivation formation; 2) Facing challenges; 3) localization. Finally, culture plays an important role in the internationalization, including flavor modification, menu design, dining process and training.