臺灣連鎖餐廳國際化發展之多重個案研究

Abstract

從1970年代開始至今，國際化這個重要的議題不但是學術界益發重視與著墨的專研領域，更是餐飲產業面臨的重大課題、是攸關業者生存的抉擇、亦是主管階層不得輕忽的挑戰。正因為餐飲學術界對國際化的研究才正要開始，透過深入了解企業在國際市場的發展歷程，不但有助於餐飲學術知識的擴大與提升，也能讓其他同業鑑往知來。本研究以欣葉國際餐飲集團、新天地國際實業股份有限公司、和開曼美食達人股份有限公司(85oC)為研究對象，主旨在探究餐飲業者國際化的進入模式，以及發展餐飲業者的國際化歷程。 本研究透過文獻蒐集以及深度訪談的文本，對資料進行歷程分析。研究結果顯示三個個案餐廳企業進入海外市場時，分別採取合資、授權和完全子公司模式。國際化歷程則以互動觀點發展出三個層面。首先是與關係人互動，包含了蒐集資訊、評估機會、和建立關係。第二個層面是與管理團隊互動，其中涵蓋生產、行銷、人力資源、研究發展、和財務管理等管理活動。最後是與地主國市場互動，主要是以受訪企業在各個海外市場面臨文化差異時如何調適的經歷來詮釋。Ever since the year of 1970 until now, the important topic of internationalization not only been perceived significant in the academic area, it is also what the restaurant industry had faced in the recent years, it is about how to survive in the industry and also the challenges the management cannot ignore. The researchers of restaurant management just start paying attention toward this issue. Through the findings of how the restaurants entered and grew the international markets, not only can the new knowledge be expand in the academic area, but also the other restaurateurs can learn from the past and doing performing better in the future. The research cases included Shinyeh F&B group, Newplace F&B group and Gourmet Master Co. Ltd.(85C). The purposes of the research were to find out the entry modes of the three cases, and to explore their internationalization processes. Process analysis was applied to analyze the context obtained from the in-depth interviews. The results showed that joint ventures, licensing, and wholly owned subsidiaries were the entry modes that the cases encountered. The interaction perspective was generated to interpret the three aspects embeddedin the internationalization processes among the cases. First aspect was interaction with related parties. It functioned as collecting information, assessing opportunities, and building relationships. The second came up with interaction with management teams. The activities involved with production, marketing, HR, R&D, and financial management. The third aspect, interaction with local market, mainly focused on the cultural differences and adaptation. Implications and recommendations were also discussed.